Finalmente
The Spanish government has approved of Heineken’s proposed sale of two of its seven breweries and six brands to the Barcelona-based brewer Damm. Damm will take over the Madrid and Valencia breweries which have a combined capacity of 2.2m hl. The brands sold include Keler, Estrella del Sur, Victoria, Calatrava, Skol and Oro.
The sale of plants and brands had been the precondition for merging the El Aguila and Cruzcampo divisions. In 1999 Hein-eken acquired Cruzcampo from Diageo for more than €650m, attempting to merge it with brewer El Aguila. The merged company, Heineken Espana, would have had a share of 40% of the Spanish beer market - too much for the Spanish competition authorities. Rumour has it that in 1999 Damm was beaten by Heineken in the race for Cruzcampo..
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