Heineken beer will become more expensive in the catering industry and supermarket from 1 August. The catering industry pays an average of 5.8 percent more for purchasing. The purchasing price for supermarkets is rising similarly. And a large part of that is expected to be felt in the customer’s wallet eventually.
Heineken Netherlands writes in a letter to catering companies, which is in possession of this website, that the prices for energy, raw materials and materials are rising ‘exceptionally’.
‘We try to absorb these (cost) price increases as much as possible. However, due to the price increases that have continued for months, we cannot avoid passing on part of this. What does this mean in concrete terms? That for our catering customers the prices for our brands will be increased by an average of 5.8 percent from 1 August 2022.’
The catering director of Heineken Netherlands speaks of ‘exceptional times that call for exceptional measures.’ “However double that feels. The purchase prices are increasing especially now that we are working hard together to strengthen our beautiful sector. Unfortunately, it is unavoidable and a step that we see as necessary to continue to build on a healthy development of the beer category.’
A spokesperson also says that purchasing prices will also increase for supermarkets. ‘In the same order of magnitude/height as in the catering industry. That was communicated to them some time ago.’
Unhappy
A spokesperson for Koninklijke Horeca Nederland responds: ‘Unfortunately, it is a well-known picture that suppliers have increased their prices during the year. And some, like Heineken, are already doing it for the second time. This is understandable since suppliers also have to deal with the same (international) macro-economic factors as entrepreneurs and households, but it is of course unfortunate that catering entrepreneurs who are trying to recover after the difficult corona period have to deal with this.’
Mutual consultation between supplier and entrepreneur about what is possible instead of unilateral implementation is always preferred, according to the spokesperson, and is ‘the most sustainable solution’.
Purchasing power is expected to decline sharply this year, the Central Planning Bureau (CPB) reported earlier this year, by a few percent. It was already clear that households will have less left over than last year, given the enormous increases in energy bills and fuel prices alone. Many groceries are also becoming more expensive, because producers pass on the rising prices of raw materials, energy and transport to consumers.
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