Heineken Secures New Exclusive Distributor in Morocco After 20-Year Partnership Ends

Heineken has ended its 20-year collaboration with the Société des boissons du Maroc (SBM). The latter has ceased to produce and distribute the products of the Dutch brand since December 11, 2023 following the non-renewal of the license agreement binding them. According to the Moroccan subsidiary of the French Castel group, this decision is explained by "the common desire of the two partners not to pursue this relationship".

Three months later, Heineken now has a new exclusive distributor in Morocco. Its name: Shimo Distribution Maroc, a Single-Member Limited Liability Company, created in 2020 and headquartered in the Maârif district in Casablanca. Specialized in the wholesale and semi-wholesale distribution of alcoholic products and spirits, the company supplies the Moroccan market from Heineken’s European factories, particularly in Spain where the Dutch multinational has four breweries located in different parts of the Iberian peninsula, one in Madrid, one in Seville, one in Valencia and one in Jaén 1, reports Challenge.