29 June, 2005

France: Heineken opens a bar on Champs-Élysées. InBev plans a beer park in the North

Dutch brewing giant Heineken N/V plans to open a bar-lounge in early July on Champs-Élysées in Paris. The address is one of the world's most exclusive. The bar-lounge is going to be launched on July 8 under the name "Beer Culture," France's Liberation newspaper reported on June 23.

Heineken expects to receive about 1 million visitors per year, according to Arnaud Baudry d'Asson, the responsible for the project.

Meanwhile, InBev group, one of the main rivals of Heineken, plans to open a theme park on beer in northern France by 2008 to be called “Cité mondiale de la bière”. InBev, the third largest on the French market, is to invest about EUR 24 million.

Beer consumption, along with wine, has declined significantly in France in recent years, worrying producers of both beverages.

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