This company profile of Heineken Beverages South Africa reveals the unethical practices of one of the largest multi-category alcohol producers in South Africa. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception, the Dubious Five strategies.

INTRODUCTION

Heineken Beverages began operations in South Africa in April 2023, after Heineken N.V. combined Heineken South Africa, most of Distell Group and its stake in Namibia Breweries Limited into a new regional company. It is a subsidiary of Heineken N.V., headquartered in Amsterdam.

In South Africa, the company operates a network of production facilities, including the Sedibeng brewery (Midvaal, Gauteng); the James Sedgwick Distillery (Wellington); Van Ryn’s Distillery (Stellenbosch); major wine assets such as Nederburg (Paarl); and cider bottling lines at its Springs site (Gauteng). Heineken Beverages is the second-largest beer producer nationally by volume and the top producer in cider/RTDs.  

FACTS ABOUT HEINEKEN BEVERAGES SOUTH AFRICA

• Net revenue (2024): not available
• Gross profit: not available
• Profit after tax: not available
• Marketing spending (2024): not available
• Lobbying costs: not available
• Number of employees (2023): about 5,000 
• Market share (2022): 
  • Beer: ~ 12%
  • Cider / flavoured alcoholic beverages: over 65% 
• Parent company: Heineken N.V..  

BRANDS

MANAGEMENT TEAM AND BOARD OF DIRECTORS

• Jordi Borrut, Managing Director
• Millicent (Milly) Maroga, Corporate Affairs Director
• Lucas Verwey, Financial Director
• Johan van Zyl, Supply Chain Director
• Andrea Quaye, Marketing Director
• Jan-Kees Nieman, International Director
• Enid Lizamore, People Director
• Wessel de Wet, Legal Director  

FRONT GROUPS

• Beer Association of South Africa (BASA) 
• South African Liquor Brandowners Association (SALBA)
• Aware.org – Association for Alcohol Responsibility and Education   
• Drinks Federation of South Africa (DF-SA)