Beer brewer Heineken has started a lawsuit against supermarket Jumbo. Both companies confirm this after reporting in the FD and AD. De Brouwer is angry because Jumbo orders much less Heineken beer than before.
According to Heineken, this ensures that there are empty spots in the shelves of Jumbo stores. These include Amstel, Birra Moretti and Desperados, all part of Heineken. De Brouwer believes that Jumbo does not comply with the agreements and demands that the supermarket will buy and sell more beer again.
Why does Jumbo buy less beer?
According to Jumbo, Heineken requires too much money for their beer. Jumbo wants to keep the prices low for customers. That is why the supermarket temporarily orders fewer Heineken products.
Jumbo does not do this alone. The lawsuit is part of a joint action by purchasing organization Everest. This organization is negotiating for several supermarkets about prices. Edeka (from Germany) and Auchan (from France) also belong to Everest.
Everest and its members believe that Heineken’s prices are too high. That is why they are buying less from the beer brand for the time being.
More often price quarrels but lawsuits are rare
It is not the first time that a supermarket has a fight with a brand about prices. Earlier this year, for example, there were empty coffee shelves at Jumbo and Albert Heijn due to a fight with Douwe Egberts.
But the fact that such a fight leads to a lawsuit does not happen often. Heineken now thinks it is necessary, because according to them clear agreements have been made with Jumbo, and they are not being fulfilled now.
The case comes to court on 22 May. Then it becomes clear whether Heineken is right.