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Maria Bradshaw


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HUNDREDS flocked to R. L. Seale’s Warehouse at Foursquare, St Philip, yesterday to take advantage of its huge sale on the popular beer Heineken – which will now be distributed by a Trinidadian company.
In a full-page advertisement in the SUNDAY?SUN with a headline screaming The Trinidadians Are Taking Over, R. L. Seale publicly announced that the distribution contract for the brew that it had held for 27 years had been unilaterally terminated on June 26, 2012, without prior notice.
The ad explained that on that date three representatives from Heineken Brouwerijen BV visited the company and announced the termination of the agreement on the grounds that Heineken was a long-time shareholder of Caribbean Development Brewery, a subsidiary of Ansa McAL Ltd – the parent company of Bryden’s; that Heineken had granted distribution rights to the Caribbean Development Company in Trinidad and Tobago; that as a consequence Bryden’s Ltd would become the distributors of Heineken and that R. L. Seale’s distributions rights would be terminated on September 30.
As a result, R.L. Seale announced that prices on Heineken beer and Amstel beer would be reduced until stocks were exhausted.