RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • About us
  • Contact
  • Subscribe
  • Sign in user
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • RetailDetail Plus
  • Events
  • Hunts
  • RetailHub
  • Advertising & Partnerships
    • EVENT PARTNERSHIPS
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • About us
  • Contact
  • Sign in user
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • RetailDetail Plus
  • Events
  • Hunts
  • RetailHub
  • Advertising & Partnerships
    • EVENT PARTNERSHIPS
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
thumb
Written by Jorg Snoeck
In this article
Share article
  • facebook
  • instagram
  • twitter
  • linkedin
  • email

EU fines AB InBev 200 million euros

icon
Food13 May, 2019

The European Commission has fined AB InBev 200 million euros because the brewery group has been abusing its dominance in the Belgian beer market, forcing consumers to pay too much for its flagship beer Jupiler between 2009 and 2016.

 

40 % market share

In terms of turnover, Jupiler has an impressive 40 % market share in Belgium, but in the Netherlands and France that share is much smaller. As a result, AB InBev charges less in those countries. In itself, that is allowed, so long as the free movement of goods is not compromised. In other words, Belgian retailers should be able to import (cheaper) beer from the Netherlands or France.

 

It is precisely in this area where AB InBev overstepped its bounds according to the Commission’s judgment: European Commissioner for Competition, Margrethe Vestager, said that the Belgian consumer was forced to pay more for his beer because AB InBev used a deliberate strategy of limiting sales across the borders between Belgium and the Netherlands.

 

No bilingual labels

Among other tactics, AB InBev supplied the beer in the Netherlands and France with monolingual labels, avoiding import into Belgium, where bilingual labels are mandatory. The brewery group also limited deliveries to foreign wholesalers, so as to reduce the amount of beer that was exported back to Belgium. Dutch traders who refused to limit the export of cheaper beer to Belgium had their supplies from AB InBev cut off. A supermarket chain that is active in both Belgium and the Netherlands received a discount, provided the discount did not benefit Belgian customers.

 

AB InBev has since admitted to the allegations and promised to take measures. Because of that, the 200 million-euro fine is somewhat lower than expected. The company had already made a provision of 230 million dollars (200 million euros) earlier on.

 

‘Satisfied, but not enough’

Dominique Michel from Belgian trade federation Comeos applauds the Commission’s decision, but emphasises this is not an isolated case. “This does not only happen in beer. In other international brand products, Belgian traders can often not stock up in countries where those products are cheaper, which ultimately leads to higher prices for the consumers. The next European Commission should make sure that dealers, just like consumers, can buy in the country of their choice.”

 

EuroCommerce also responds favourably, calling it “a very welcome outcome on an issue which we have been raising as a problem for many years.” Like Comeos, the European trade organisation calls for further action: “[because of Territorial Supply Constraints] retailers and wholesalers are unable to source centrally and distribute goods across their networks from one EU country to another, or offer to sell online to customers in another EU country.” According to EuroCommerce, that causes unfair competition, because “retailers cannot access the full range offered by the supplier, while increasingly manufacturers are selling their whole range to consumers directly online.”

Stay up-to-date

Receive our free newsletters and do not miss out on the latest retail news.

Subscribe
logo

The European Commission has fined AB InBev 200 million euros because the brewery group has been abusing its dominance in the Belgian beer market, forcing consumers to pay too much for its flagship beer Jupiler between 2009 and 2016.   40 % market share In terms of turnover, Jupiler has an impressive 40 % market share in Belgium, but in the Netherlands and France that share is much smaller. As a result, AB InBev charges less in those countries. In itself, that is allowed, so long as the free movement of goods is not compromised. In other words, Belgian retailers should be...

More on Food
See more
  • icon
    Food29 March, 2023
    Wagamama reaches agreement with its creditors

    The Wagamama restaurant chain has reached an agreement with its creditors, allowing it to avoid bankruptcy.

  • icon
    Food24 March, 2023
    For the first time ever: Duvel goes discount

    For the first time in its history, Belgian beer Duvel is giving price discounts. The competition in the beer market is proving too hard to hold on to a non-discount policy.

  • icon
    Food24 March, 2023
    Makro auction earns trustees 2 million euros

    The inventory sale of the sixth and last Belgian Makro shop has been completed. It will bring the bankrupt chain a total of over two million euros. Meanwhile, the premises look rundown.

Events
  • 20
    Apr
    RetailDetail Congress
  • 11
    May
    Fashion & Beauty Congress
  • 15
    Jun
    Human Resources & People Congress
  • 29
    Jun
    Food Congress
Most read
  • icon
    Fashion3 March, 2023
    LVMH eager for luxury merger with Richemont
  • icon
    Fashion15 March, 2023
    Zara increases its competitive edge over H&M
  • icon
    Food7 March, 2023
    Delhaize to sell all Belgian stores
  • icon
    General29 March, 2023
    Alibaba splits into six different pieces
Follow RetailDetail
  • socialFacebook
  • socialTwitter
  • socialInstagram
  • sociallinkedIn
footer-logo
RetailDetail, the leading b2b-retailcommunity in the Benelux, keeps retail professionals up-to-date by means of online & offline publications, retail events, inspiring retail hunts and the unique co-creation platform retailhub, where retailers and their suppliers can experience the future of shopping.
RetailDetail Mailing Address:
Kolveniersstraat 7, bus 26 
2000 Antwerp
Visiting address:
Stadsfeestzaal – Meir 78 
2000 Antwerp
How to reach us:
Directions
© 2023 RetailDetail
general conditions | privacy policy
+32 3 500 89 59 info@retaildetail.be
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies.
Accept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT