Beer brewer Heineken has opened a telephone line for tips on bar owners that sell ‘strange beers’. With this telephone line Heineken opened a massive hunt for bars that have an exclusive contract with them, but also sell different brand beers.
In an internal letter Heineken stated that “tracing strange beer has top priority”.
All staff, from account managers to truck drivers are asked to call in any odd ‘activities’.
Accordig to the brewer at least 100.000 hectoliters of beer annually, are drawn from other, lower-cost producers. This of course leads to millions missed our on sales. And of course – as Heineken puts it – “The customer does not get the quality for which he pays.”
Recently Heineken won a case against brewer Olm that illegally filled Heineken barrels with their own, cheaper, beer.