Heineken makes purchases in the cider market

Heineken acquires the Belgian cider manufacturer the Stassen, further strengthening its global lead in the sector.

Along with the cider manufacturer’s strong research and development (R&D) capabilities and facilities, the acquisition of Stassen provides Heineken with cider-making capacity in continental Europe.

Terms of the transaction were not disclosed and the acquisition is subject to customary closing conditions.

Heineken acknowledges that its acquisition of Stassen comes at a time when the international cider category is gaining momentum.

Heineken, already the global cider category leader, is positioning itself to benefit from this trend through innovative new product offerings, such as Bulmers No. 17 and Jacques cider, as well as the international roll-out of its global cider priority brand Strongbow Gold.

Heineken N.V. chief commercial officer Alexis Nasard says: “We are excited about Stassen ciders and its employees becoming part of the Heineken company. Stassen’s strong R&D and innovation capabilities will serve us well in a time when there is a lot of new product activity in the category. Consumers around the world are increasingly intrigued by cider and its unique, refreshing taste, 100% natural ingredients and rich heritage and we are well positioned to capitalize on this opportunity.”