INTERNATIONAL MAGAZINE MBL subsidiary merges with Guinness Irish agents wish A.H. Heineken aD the best on his birthday Cautious toe-dip in Chinese market 0 December 1988 Number 17 Contents: with Qualass Eagle of Toledo building a raft A^^th^Atak Heineken bottle in a Heineken, together with a number of partners, recently signed a contract for a joint venture for activities in China. This joint venture will in its turn acquire an interest in the Shanghai Mila Brewery. The Heineken activities will be concentrated on the Yimin Brewery in Shanghai, which is part of the Shanghai Mila Brewery. The joint venture between Heineken, the Chia Tai Group from Thailand, and Beverages Investments, in which Heineken's partner is the Fraser Neave soft drinks group, will be investing some sixty million guilders in the Shanghai Mila Brewery. International personnel magazine. Published six times a year in Dutch. English. Spanish and Italian by: Corporate Public Relations, Heineken N.V., P.O. Box 28, 1000 AA Amsterdam. Tel. 020-70.22.68. Spain Heineken takes stake in Shanghai brewery The Yimin Brewery is China's biggest, with an output ofl2 million hectolitres a year. 1 billion inhabitants and 70 million hectolitres of beer is currently brewed throughout China. Demand is expected to show further strong growth. The time was therefore ripe for Heineken to gain a rapid insight into the local brewing industry and culture. In the philosophy of the Heineken management this can only be achieved by actually being present on the market. There are certainly no plans for Heineken beer to be brewed in the Yimin Brewery. I Reeb is the beer brand produced by Shanghai's Yimin Brewery. A team headed by HTB specialist G. Sloot weg will start work next year on improving the beer's quality. Heineken is the first brewer to invest share capital in China. Of the total investment, Heineken's share will be several million guilders. That money will be spent on setting up and providing technical training courses for the personnel and on the transfer of know-how to improve the brewing process. The main aim of this is to give the Reeb beer brand a more consistent quality. To achieve this HTB specialist G. Slootweg will be stationed in Shanghai as general manager starting on 1st January 1989. With a capacity of 1.2 million hectolitres, the Yimin Brewery is the biggest brewery in the People's Republic of China. Should the need arise, the brewery's capacity can even be doubled. In view of the small scale of the project the transaction should be seen as an initial toe-dip by Heine ken to test the waters on the Chinese market. And it's certainly a gigantic market. China has almost The bottling hall of the Yimin Brewery in Shanghai. Malayan Breweries Limited (in which Heineken holds an 80% interest together with partner Fraser Neave) intends to merge its Malaysian activities with those of Guinness PLC, London. The aim is that the local company Malayan Breweries Malaysia, a wholly owned subsidiary of MBL, will be fully integrated with Guinness Malaysia Berhad (GMB), in which 50.01% of the shares are held by Guinness PLC. The new Company will trade under the name Guinness Anchor. Completion of the merger will strengthen the base for the two companies on the Malaysian market with their strong range of brands, including Guinness, Heineken, Anchor and Tiger. Over the next 3 years the new company plans to invest some 45 million guilders in modernising the brewery in Kuala Lumpur. This is not the first time that Heineken has worked together with Guinness. The two groups already have joint ventures in other parts of the world - for instance in Indonesia and on the Bahamas - where the local market situation warrants such a joint approach. Getting to know more about the Heineken company last month meant that the agents of Murphy's Brewery Ireland ended up by getting to know Mr. A.H. Heine ken in person. The group paid a visit on 4 November to the Heine ken brewery in Zoeterwoude. Whilst in the brewery's reception area they not only shook hands with Mr. Heineken but also had a chanj^to congratulate him on his 65th birthday. Our photo captures the meeting between Mr. Heine ken and the agents and several staff from Murphy's.

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Heineken International Magazine | 1988 | | pagina 1