Conflict between Jumbo and Heineken resolved

Dutch supermarket chain Jumbo and Heineken have reached a commercial agreement to end a months-long disagreement about purchasing conditions. The boycott is now over, and Heineken’s products will soon be back on Jumbo’s shelves.

Legal proceedings

“Jumbo and Heineken Netherlands have reached commercial agreements for 2025. Customers can now once again expect a well-stocked beer section with a wide selection of Heineken beers”, the brewer told Dutch trade magazine Distrifood. Jumbo confirms that an agreement has been reached and that the full range will be available again within a few weeks.

Jumbo had significantly reduced its orders from Heineken at the end of March, leading to empty shelves in its stores. The reason for the delisting was the “bizarrely high” price difference with countries such as Germany and France. The conflict even led to a lawsuit in which Heineken sought to enforce an end to the boycott. However, the court ruled that Jumbo could not be compelled to continue purchasing Heineken’s products.