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					New Sedibeng Brewery officially opened in South Africa

25 March 2010, Johannesburg - The new state-of-the-art Sedibeng Brewery, south of Johannesburg, was
officially opened today (Thursday) at a function attended by more than 200 international and local
guests.

The Sedibeng Brewery, owned 75% by Heineken with Diageo holding a 25% stake, was built at a total
cost of R3,5-billion (approximately €344 million). Together with Namibia Breweries Ltd, Heineken and
Diageo are shareholders in Brandhouse Beverages (Pty) Ltd, the parties’ cost sharing joint venture in
South Africa and one of the country’s leading marketing, sales and distribution company for premium
alcohol beverages.

Sedibeng brews and bottles a range of premium beers – including Amstel, Heineken and Windhoek
Lager – for the local market. The facility will also be responsible for the supply of leading Ready To Drink
(RTD) brands Smirnoff Spin and Smirnoff Storm.

The Sedibeng facility is built on an 83 hectares site comprising the brewery, production plant and a
warehouse managed by brandhouse. With an initial capacity of 3 million hectoliters, the brewery is
already being expanded to further increase capacity by 1 million hectolitres by September 2010 in
anticipation of growing demand for the premium brands.

Johan Doyer, Managing Director of the brewery noted that the brewery had been constructed three
months ahead of schedule. This enabled the brewing of Amstel to begin in September 2009, while the
brewing of Windhoek began in October and Heineken started in December.

“Each of our premium beers are brewed under the watchful eye of Heineken, Amstel and Windhoek
brewmasters, in accordance with the original recipes and the highest international brewing standards.
All of the South African staff has received training locally, with a large number also being trained
overseas,” said Doyer.

Sedibeng employed around 3500 people on site at the height of the construction and more than 225
permanent jobs will have been created at the brewery by the end of 2010.

It is estimated that the brewery will generate an additional R1-billion (just over €100-million) for the
local economy through the indirect employment of 100 support service workers and through the local
purchasing of packaging and raw materials.
The Sedibeng Brewery has also allowed brandhouse to re-introduce Amstel Lager in a “returnable”
bottle format, to replace the existing one-way bottles.

Gerald Mahinda, Managing Director of brandhouse, commented: “The returnable quart segment
comprises the overwhelming share of the local beer market, and our ability to offer our customers our
premium product in this format will enhance our capacity to meet consumer demand”.

Tom de Man, Managing Director of Heineken Africa described the new brewery as one of the most
advanced in the world and has been built with due care for the environment.

“Heineken is the number two brewer in Africa & The Middle East and the significant investment that we
made in the Sedibeng brewery with Diageo, one of the largest private investments in South Africa in the
past year, shows our commitment in South Africa. With the start of local production, the economics of
the venture will now start to deliver. I’m proud that we made big progress in South Africa which will
further enhance Heineken’s global growth profile.”

Nick Blazquez, Managing Director of Diageo Africa, said that the new brewery will help support the
strength of the brandhouse partnership between Diageo, Heineken and Namibian Breweries.

“South Africa continues to present significant opportunities for growth in premium alcohol beverage
categories. Against this backdrop, we believe that brandhouse is extremely well poised to continue to
grow its share and further extend its position as the leading supplier of top quality beers and spirits in
the country. Sedibeng represents the next step in what has already proved to be a very successful and
mutually beneficial association between our companies.”



                                                  ENDS




For further information, please contact:

brandhouse
Priscilla Singh

082-852-2428 or priscilla.singh@brandhouse.co.za



Heineken

Veroniquѐ Schyns

+31 (0)20 5239 355 (t)

+31 (0)6 20300139 (mobile)

Veronique.Schyns@heineken.com



Diageo

James Crampton

+44 20 8978 4613 (t)

+44 7803 856 452

James.Crampton@diageo.com



Lisa Crane

+44 208 978 4771 (t)

+44 7921487374

Lisa.Crane@diageo.com

				
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