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CASE AT.40134 ANTITRUST PROCEDURE Council Regulation EUROPEAN COMMISSION Competition DG CASE AT.40134 (Only the English text is authentic) ANTITRUST PROCEDURE Council Regulation (EC) 1/2003 Articles 7 and 23(2) Regulation (EC) 1/2003 Date: 13/5/2019 This text is made available for information purposes only. A summary of this decision is published in all EU languages in the Official Journal of the European Union. Parts of this text have been edited to ensure that confidential information is not disclosed. Those parts are replaced by a non-confidential summary in square brackets or are shown as […]. EUROPEAN COMMISSION Brussels, 13.5.2019 C(2019) 3465 final COMMISSION DECISION of 13.5.2019 relating to a proceeding under Article 102 of the Treaty on the Functioning of the European Union (the Treaty) AT.40134 – AB InBev beer trade restrictions (Only the English text is authentic) EN EN TABLE OF CONTENTS 1. Introduction .................................................................................................................. 5 2. The Undertaking concerned ......................................................................................... 6 3. Procedure ...................................................................................................................... 7 4. AB InBev beer products concerned by the infringement ............................................. 8 4.1. The trade channel concerned by the infringement ....................................................... 9 4.1.1. Contractual relationships between AB InBev and its off-trade customers ................ 10 4.1.1.1. Contractual arrangements ........................................................................................... 10 4.1.1.2. AB InBev’s pricing policy of its beer products .......................................................... 11 4.1.2. Trade of AB InBev products supplied in the Netherlands for resale in Belgium ...... 13 5. Relevant market ......................................................................................................... 14 5.1. Principles .................................................................................................................... 14 5.2. The relevant product market ...................................................................................... 15 5.3. The relevant geographic market ................................................................................. 16 6. AB InBev’s dominance in the off-trade wholesale beer market in Belgium ............. 16 6.1. Principles .................................................................................................................... 16 6.2. Application of the principles in the present case ........................................................ 18 7. The infringement of Article 102 of the Treaty ........................................................... 21 7.1. Partitioning of the Internal Market by restricting cross-border trade as an abuse of a dominant position ....................................................................................................... 21 7.1.1. Abuse of dominance- introduction ............................................................................. 21 7.1.2. Partitioning of the Internal Market by restricting cross-border trade as an abuse by nature .......................................................................................................................... 23 7.2. AB InBev’s aim to maintain higher prices and profits for the supply of its products in Belgium through limitations of cross-border trade .................................................... 25 7.2.1. AB InBev monitored the price difference and cross-border trade potential at wholesale level ........................................................................................................... 25 7.2.2. AB InBev calculated the negative effects of cross-border trade on its profits in Belgium ...................................................................................................................... 26 7.2.3. AB InBev sought to impair cross-border trade in its decision-making process in different business areas and at different levels within the undertaking ..................... 27 7.3. Description of the conduct constituting the infringement .......................................... 31 7.3.1. AB InBev restricted its wholesale customer [...] from supplying AB InBev beer products sourced in the Netherlands to off-trade customers in Belgium ................... 31 7.3.2. InBev Belgium pressed Albert Heijn to procure products for the Belgium market exclusively in Belgium ............................................................................................... 33 EN 2 EN 7.3.3. AB InBev implemented packaging changes to hinder off-trade customers in Belgium form sourcing their suppliers in the Netherlands ....................................................... 34 7.3.3.1. Replacing the Jupiler 50cl can in the Netherlands by a Jupiler 44cl can ................... 35 7.3.3.2. Introducing a specific Dutch Jupiler 33cl can for the football world cup in Brazil... 36 7.3.4. AB InBev made the supplies to Albert Heijn in Belgium of beer products, which were not otherwise available in the Netherlands, conditional on the purchase in Belgium of other products, which otherwise could have been sourced in the Netherlands ................................................................................................................ 38 7.3.5. InBev Nederland refused to grant a promotion to Albert Heijn because it could have imported the products concerned by such promotions in Belgium ............................ 40 7.4. AB InBev’s restrictions of imports into Belgium of beer products supplied to off- trade customers in the Netherlands ............................................................................ 41 7.4.1. AB InBev’s volume limitations of beer products supplied to [...] in the Netherlands to restrict imports of these products into Belgium ................................. 41 7.4.2. AB InBev’s changes in the packaging of beer products supplied to off-trade customers in the Netherlands to restrict imports of these products into Belgium ...... 42 7.4.2.1. Removing certain languages from the label ............................................................... 42 7.4.2.2. Changing layout and size ........................................................................................... 42 7.4.3. AB InBev made the supplies to Albert Heijn in Belgium of beer products, not available in the Netherlands, conditional on the purchase in Belgium of other beer products also available in the Netherlands ................................................................. 44 7.4.4. AB InBev made promotions for beer products offered to Albert Heijn in the Netherlands conditional upon not offering the promotions in Belgium ..................... 45 7.5. Lack of objective justification .................................................................................... 45 8. Single and continuous infringement ........................................................................... 45 8.1. Principles .................................................................................................................... 45 8.2. Application of the principles in the present case ........................................................ 47 9. Duration of the infringement ...................................................................................... 49 10. Effect on trade between member states ...................................................................... 49 10.1. Principles .................................................................................................................... 49 10.2. Application of the principles in the present case ........................................................ 50 11. Liability for the infringement ..................................................................................... 50 11.1. Principles .................................................................................................................... 50 11.2. Application of the principles in the present case ........................................................ 52 12. Remedies .................................................................................................................... 53 12.1. Article 7 of Regulation (EC) No 1/2003: ................................................................... 53 12.2. Remedy offered by AB InBev .................................................................................... 53 13. Fines ........................................................................................................................... 55 13.1. Fines under Article 23(2) of Regulation (EC) No 1/2003 – principles ...................... 55 EN 3 EN 13.2. Calculation of the fine ................................................................................................ 56 13.2.1. Value of sales ............................................................................................................. 56 13.2.2. Gravity........................................................................................................................ 56 13.2.3. Duration...................................................................................................................... 57 13.2.4. Aggravating and mitigating circumstances ................................................................ 57 13.2.5. Deterrence multiplier
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