April 2025, Lusaka, Zambia — The COMESA Competition Commission has found Heineken Holding N.V. guilty of engaging in anti-competitive practices across its distribution networks within COMESA member states.
According to a formal statement, the Commission concluded that Heineken had entered into exclusive distribution agreements and imposed restrictive contractual terms that limited competition and disadvantaged other players in the alcoholic beverages market. These practices, the Commission said, violated the COMESA Competition Regulations, which prohibit conduct that prevents, restricts, or distorts competition within the Common Market.
The ruling follows investigations into Heineken’s operations in multiple countries, including Kenya, Zambia, and Rwanda, where complaints had been raised about market dominance and unfair trade barriers.
The Commission has directed Heineken to review its contracts and distribution models, and to implement corrective measures to restore fair competition.
Penalties or further enforcement actions may follow if the company fails to comply.
This decision is seen as a strong signal of COMESA’s growing enforcement of competition laws and its commitment to maintaining a level playing field for businesses operating across the region.
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