Mattos Filho advises beverage companies on distribution agreement
Mattos Filho has advised Heineken N.V., Heineken Brazil B.V. and Bavaria S.A. in an arbitration agreement with Coca-Cola, which aims to redesign the distribution of beverages in Brazil
The professionals from the Litigation and Arbitration practice who acted in the case was the partners (in the image from left to righ) Thiago Fernandes Moreira, Arthur Gonzalez Cronemberger Parente, André Chateaubriand Martins, Lauro Celidonio Gomes dos Reis Neto, and Fávio Pereira Lima.
The agreement is of extreme relevance in the Brazilian beverage market and is now pending approval by the Administrative Council for Economic Defense (Cade).
It was defined that the companies will start the process of transitioning the Heineken and Amstel brands to Heineken Brazil’s distribution network. Meanwhile, Coca-Cola System in Brazil will continue to offer Kaiser, Bavaria and Sol, and will complement this portfolio with the premium brand Eisenbahn and other international brands.
Subsequently, the law firm Mattos Filho, Veiga Filho, Marrey Jr e Quiroga Advogados represented Grupo Heineken in the drafting and negotiation of all contracts in the transaction, including 9 distribution agreements to cover the distribution of Heineken beer brands throughout the Brazilian territory and other instruments to regulate the relationship with the Coca-Cola distribution system, in addition to the termination and exchange of the brands distributed in the Brazilian territory.
