Heineken Acquires Cider Innovator Stassen Ciders

AMSTERDAMHeineken N.V. has acquired Stassen S.A., a leading international cider innovator located in Aubel, Belgium, from its current management for an undisclosed amount. In addition to its strong research and development capabilities and facilities, the acquisition provides Heineken with a cider-making facility in continental Europe, an R&D facility, including a new product pilot plant, and a de-alcoholisation facility for cider, beer and wine.

The strategic acquisition of Stassen comes at a time when the international cider category is gaining momentum. Heineken, 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.

Commenting on the announcement, Alexis Nasard, Chief Commercial Officer of Heineken N.V., said: We are excited about Stassen Ciders and its employees becoming part of the Heineken company. Stassens 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."