Germany: Heineken's Bold Step to Reinvent its German Logistics

Heineken has successfully addressed its logistical challenges in Germany. Despite experiencing substantial sales growth to over 1.3 million hectoliters in the last year, Heineken did not own a brewery in the country, distinguishing it from its main international competitors such as AB InBev and Carlsberg. Instead, the Dutch brewing group operated a single distribution center in Duisburg, situated in the northwest of Germany, near the Dutch border.

However, the Duisburg warehouse operated by Bohnen Logistik, a part of the Duisport Group, struggled to manage the increased volume. Prolonged waiting times and discontinuous product availability were among the challenges faced. These logistical issues trace back 15 years when Scottish & Newcastle Deutschland was integrated into the Heineken organization.

With the strategic support of CTP, a prominent European developer, owner, and manager of industrial and logistics properties, Heineken is now establishing a second German logistics hub in in Weiden/Oberpfalz, in the southeast of the country. CTP announced in May to acquire the former central warehouse of A.T.U Auto-Teile-Unger and to overhaul the property. As it became known now CTP recently signed an agreement to lease 28,000 square meters to Sirl Interaktive Logistik.

Commencing on January 1, 2024, Sirl will be responsible for storage, picking, and packaging of various Heineken beer brands (Heineken, Desperados, Gösser, Birra Moretti) and cider products (Bulmers, Apfel Räuber, Strongbow), as well as the management of empty packaging.

Heineken Deutschland’s Supply Chain Director Paul Groen, newly appointed to the management team this year, described the establishment of a new logistics center as an investment "in more sustainable and future-proof logistics." Heineken's objectives include meeting increased product capacities, shortening transport routes, and efficiently and flexibly supplying its customers with its brand portfolio.

Groen expressed satisfaction with the partnership, stating, "We are delighted to have Sirl Interaktive Logistik at our side as a strong partner for the site and logistics." This collaboration signifies a significant step towards more efficient, flexible, and environmentally responsible logistics solutions in the German market.

In a statement, Heineken emphasized, "Our new central warehouse in Weiden in der Oberpfalz is a crucial factor in expanding our logistics network in Germany due to its geographically well-connected location and proximity to our customers in the region. It also provides additional growth opportunities at the site that we can leverage in the future."

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