MILWAUKEE -- Miller Brewing Co. here has signed an agreement with Heineken USA to act as a consultant on Heineken's U.S. distribution.
s in its distribution network. "This agreement will provide Heineken with consulting on distribution capabilities, data analysis, logistics and so forth," said Waalkes.
Waalkes said 60% of Heineken volume is already distributed through Miller, but there is nothing in the agreement saying that Heineken is required to use Miller distributors. Waalkes pointed out that the agreement is a response to "what's going on in the industry, with continued consolidation among various companies.
"Distribution is important for business success and it must be as efficient as it can be," said Waalkes. "This will enhance our respective distribution networks. We are not going to buy Heineken."