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Hold my beer: how it all went wrong for Heineken in Africa

What happens when globalisation is unleashed in poor countries

By Chris Tilbury   May 2019
Heineken has made a lot of money in Africa © Max Pixel

Heineken has made a lot of money in Africa © Max Pixel

Heineken is a global powerhouse. The Dutch beer brewer is responsible for Amstel, Tiger, Desperados, Foster’s and Strongbow in Europe, as well as the Heineken brand itself. Overseas its operation extends across Asia and the Americas—as well as Africa, where it has 40 breweries in 16 countries.

Lauded in 2013 by Heineken CEO Jean-François van Boxmeer as “the international business world’s best kept secret,” Africa is central…

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