Jumbo and Heineken have reached a deal, which resumes the purchase of Heineken, Amstel and Texels, among others. The brewer and Jumbo answered that to Distrifood questions. Jumbo found the beer too expensive and ordered less than agreed. That caused a beer fight, in which Heineken went to court, but Jumbo was right.
The giants have now settled it and Jumbo customers can quickly look forward to all the Brouwer brands. In response For questions from Distrifood Heineken reports that there is an agreement for the rest of the year.
“Jumbo and Heineken Nederland have come to commercial agreements for 2025,” said Heineken in a statement. “Jumbo customers can now expect a well-filled beer shelf again with a wide selection of Heineken beers.”
Prize war
It was exceptional for a prize war to led to a lawsuit. The lawsuit is part of a joint action by purchasing organization Everest, which is also negotiating for Edeka (Germany) and Auchan (France).
Heineken had started a lawsuit against the Veghel supermarket chain because Jumbo orders much less Heineken beer than before. Jumbo believes that Heineken asks too much money for their beer and wants to keep the prices for customers as low as possible. For that reason, the supermarket temporarily ordered fewer products from Heineken.
That caused empty spots on the shelves. This included Beer van Amstel, Birra Moretti and Desperados, of which Heineken is the owner. That comes to an end after the deal.