Jumbo and Heineken have reached an agreement on the brewer’s beers. The supermarket chain will therefore offer all Heineken brands again, including Amstel, Texels and Affligem. The companies were at odds with each other because Jumbo thought the beer was too expensive.
Heineken confirms this to NU.nl after reports from trade publication Distrifood. “Jumbo and Heineken Nederland have reached commercial agreements for 2025,” Heineken writes in a statement.
Jumbo customers can expect the beer back on the shelves on Monday, the supermarket chain says. The entire range will be available again within a few weeks. Amstel, Desperados, Birra Moretti, Affligem, Sol and Tiger are some of Heineken’s well-known brands.
The supermarket chain had been at odds with the brewer for months. Jumbo removed the beer from the shelves at the end of March because Heineken was allegedly asking for prices that were too high. But the supermarket chain violated a price agreement with that, the brewer stated.
Heineken then filed summary proceedings to force the sale. But the court did not agree, it turned out in May. Jumbo could not be obliged to purchase beer from Heineken.
Now the companies have reached an agreement after all and the beer will be back on Jumbo’s shelves. “Jumbo has been a valued partner of Heineken Nederland for many years,” the brewer writes. “We look forward to continuing our long-term collaboration.”