Between at least 1996 and 1999, the brewers made secret and illegal agreements to fix prices, divide up markets and exchange confidential information between the competitors. According to the Commission, this practice kept the price of beer artificially high in supermarkets, hotels, restaurants and cafés, resulting in consumers paying higher prices for lower quality.
Breaking European Union policy rules has landed Heineken N.V. with the heaviest fine of €219m, whilst Grolsh has been fined €31.5m and Bavaria €22.8m. The fines are relative to the size of the markets for the products, the duration of the cartels and size of the firm involved.
However the InBev group owner of Stella Artois, will not be fined despite being the world’s largest brewer in terms of sales value and despite having actively taken part in the cartel. The company has profited from the amnesty afforded them through the leniency scheme which aims to encourage firms to provide the European Commission with insider information on cartels. As the first firm to do so, InBev has been granted total immunity from fines.
These particularly high fines, the 7th highest ever imposed by the Commission, respond to internal market rules whereby the European Commission fights against market distortions (especially anti-trust rules).
European Commission press release
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