Heineken and Lion Nathan join force
True to its words to form alliances on a country-by-country basis, Heineken and Lion Nathan have formed a joint-venture - Heineken Lion Australia - which brings the companies together in a sales and distribution deal with the aim to possibly brew Heineken and other Heineken company brands in Lion Nathan’s Australian breweries. The joint-venture will be fully operational by 1 July 2004.
According to a company report, the joint-venture creates an extensive distribution platform, whereby a precinct sales force has been established to sell the combined portfolio of brands in the major metropolitan areas (Sydney, Melbourne, Brisbane, Adelaide and Perth). In addition the existing Lion Nathan sales force will sell the Heineken brand in other non-metropolitan areas.
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