A PYMNTS Company

South Africa OKs Heineken Deal To Buy Distell, If They Sell Strongbow

 |  March 15, 2023

The South African Competition Tribunal has given the go-ahead for Heineken to buy a controlling stake in Distell and Namibia Breweries – subject to an extensive list of conditions.

In order to resolve competition issues, Heineken proposed to divest Strongbow – a 2016 international brand launch in South Africa – in order to go through with the acquisition of Distell. SAB had opposed this merger as it demanded the sale of two cider brands, Savanna and Hunters, as part of the transaction.

Related: South Africa OKs Heineken’s Distell Buy

Strongbow, first produced in the UK in the 1960s, is the world’s best-selling cider brand.

The acquisition establishes a potential regional beverage champion with aspirations to compete with South African Breweries (SAB), which is a division of Anheuser-Busch InBev. This puts it in a prime position for success within the industry.