Heineken ready to take risks

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The potential of the Nigerian market outweighed the security risk caused by deadly bombings in the country, Heineken, the world’s third-biggest brewer, said on Friday.

“We know what it means to have a crisis and insecurity,” Siep Hiemstra, the president of the Dutch company’s Middle East and Africa unit, told Bloomberg TV Africa, citing the company’s experience during conflicts in Rwanda and South Africa.

“We also believe that if you are totally focusing on only the challenges and the things that are not going well, you totally lose focus on the promises, and the promises are huge.” Hiemstra said no beer company could consider itself truly international without being in Africa, as brewers were looking to tap booming economic growth in emerging markets. – Bloomberg


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