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Heineken and Whitbread confirmed that the licensing agreement to brew, market and distribute two Heineken brands in the UK will come to an end when the contract expires in 2003. Heineken will then assume control of the marketing and distribution of its brand in the UK.
Following the sale of Whitbread to Interbrew in May 2000, Whitbread retained the licence to brew, market and distribute Heineken in the UK and arrangements were put in place whereby Interbrew UK became the distributor of Heineken Cold Filtered (3.4% ABV) and Heineken Export (5% ABV) in the UK. Throughout 2002 and 2003 until the contract expires, Interbrew will spend GBP14 million on marketing the brands. Far from it. Interbrew plans to put a GBP5 million marketing programme behind the brand..
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