Belgium launches antitrust investigation into AB InBev over alleged market abuses 

BELGIUM – The Belgian Competition Authority (BCA) has initiated a formal investigation into AB InBev, the world’s largest brewer, over alleged anticompetitive practices in the Belgian market.  

The move follows complaints from industry players about the company’s supply conditions for beer wholesalers and hospitality operators. 

In a statement, the BCA said its Prosecutor General had identified “serious indications of a possible infringement of competition rules,” including alleged abuses of a dominant position and anticompetitive agreements. 

AB InBev, which produces popular brands like Budweiser, Stella Artois, and Jupiler, defended its practices, stating that its beverage purchasing contracts for the hospitality industry are “the most flexible in Belgium” and comply with local legislation.  

The company also noted that its existing discount system for drinks retailers, introduced in 2023, had been reviewed by the competition authority before implementation. 

“We will take this opportunity to again present and substantiate our position to the BCA and will continue to cooperate constructively throughout the evaluation,” AB InBev said in its response. 

The investigation follows a complaint filed last year by the Federation of Belgian Beverage Traders (Febed), which alleged multiple violations of competition rules.  

Febed claimed to have received 50 to 60 complaints from members about AB InBev’s practices aimed at stifling competition. 

Specific allegations include exclusive agreements that restrict beverage purchases by wholesalers, margin squeezing through higher discounts for the hospitality sector than for wholesalers, and unilaterally imposed practices on hospitality outlets to limit competition from other breweries. 

This is not the first time AB InBev has faced scrutiny. Five years ago, the European Commission fined the brewing giant for violating EU competition rules. 

Meanwhile, AB InBev has been expanding its portfolio in the energy drinks market. The brewer recently announced a partnership with sports nutrition company 1st Phorm to launch a new energy drink expected to hit the market this summer.  

Additionally, in November 2024, AB InBev acquired a majority stake in Zoa, an energy brand co-founded by Dwayne “The Rock” Johnson. 

The Coors Light maker noted the growth opportunity for the brand, noting Zoa has a 50% repeat purchase rate with consumers, and 30% of the brand’s consumers being new to the category. 

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates

Newer Post

Thumbnail for Belgium launches antitrust investigation into AB InBev over alleged market abuses 

UK High Court approves Carlsberg’s acquisition of Britvic

Older Post

Thumbnail for Belgium launches antitrust investigation into AB InBev over alleged market abuses 

Machakos County unveils cool rooms at Marikiti Market