From 2003 to 2017, a beverages producer and supplier (Super Bock) and a group of retailers (MCH, Pingo Doce, Auchan and ITMP) resorted to their vertical relation to horizontally promote the retail price fixing of Super Bock products (hub-and-spoke concerted practice). The practice under investigation entailed a cross-check mechanism of retail prices charged by each retailer as a mean to ensure price alignment, as well as the regular report of price deviations to the supplier Super Bock so that it could pressure for price readjustments. There is also evidence that both Super Bock and the retailers resorted to retaliation actions to pressure for horizontal alignment.