REGIONAL REVIEW ASIA PACIFIC
TIGER BEER
YEAST
HEINEKEN N.V. ANNUAL REPORT 200 S
Launched in 1932, Tiger is the
flagship brand of Asia Pacific
Breweries (APB), a joint venture
between Heineken and Fraser
and Neave, that operates 30
breweries across 12 Asian markets.
Tiger is Asia's leading beer brand,
and one of the world's great
quality beers. It is brewed in 11
countries and enjoys tremendous
popularity in markets across the
Asia-Pacific region. Around the
world, wherever it is sold, the
brand is synonymous with Asia.
Every bottle goes through a strict
brewing process, using only the
finest ingredients. This process
includes extensive taste-testing
for the freshest water available,
and more than 200 quality
checks. This stringent approach
to quality combined with great
marketing and a unique taste
have cemented Tiger's leading
position in the region, and in
particular, in its stronghold
markets of Singapore, Malaysia,
Vietnam, Cambodia, Papua New
Guinea and New Zealand.
But now it's not just about Asia.
The brand is also growing its
international reputation and
appeal. Today, Tiger is sold in
more than 70 countries, including
the USA, where it has been
embraced as the premium Asian
beer brand.
Scottish Newcastle in the UK
has strengthened its premium
lager portfolio by reaching an
agreement with Tiger to
exclusively import, market and
distribute Tiger beer from March
2009. Tiger already enjoys a loyal
consumer following in the UK and
it is widely regarded as the Far
East's most stylish premium beer.
It was also voted one of the top
fifteen most popular alcoholic
beverages among UK males in a
survey conducted by British GO
magazine in 2007. By accessing
S&N's unrivalled distribution
network, Tiger will now be able to
realise its potential in this market.
Over the years, Tiger's award-
winning taste has seen it win mor
than 40 international awards
most notably the Brewing Industr -
International Awards in 1998, a
Gold medal in the European Style
Pilsener category of the 2004
World Beer Cup and, in 2008,
the Gold Prize for International
Golden Lagers at the New Zealaru
International Beer Awards.
Tiger is also a cultural icon,
spearheading important cultural
and artistic initiatives, such as
Tiger Translate, a global initiative
to highlight Asia's most exciting
creatives and nurturing
collaboration with Western artist;
through exhibitions, events, and
publications.
Since 2007 visitors to Singapore
have been able to visit Tiger Live!
the brand's own cultural and
heritage centre. Fully interactive
and 21st century, the experience
is fast becoming a 'must visit' on
the Singapore tourist trail.
MALI
HOP
in he worn
FOR A DRINK
ASIA PACIFIC BREWERIES
The Asia Pacific Breweries joint venture experienced a strong
year. Overall volume and profit grew and most markets
contributed to this performance. APB expanded its footprint
with the opening of greenfield breweries in Vientiane, Laos,
and Hyderabad, India. The Tiger brand reported a strong
year with volumes up 16.3 per cent growing across all its
Asian markets.
The business in Indochina, which includes Vietnam,
Cambodia and Laos, continued to develop strongly and
remained the top contributor to APB's profit in spite of the
start-up loss in Laos. Beer volume increased 8 per cent and
the Tiger and Heineken brands reported strong growth.
Volume increased 10 per cent in Papua New Guinea and
margins improved thanks to higher selling prices and a
better sales mix. Profitability increased substantially.
In Singapore, profit increased due to higher volumes and
an improvement in the sales mix. Both the Tiger and the
Heineken brands grew volumes, driven by higher marketing
investments and the introduction of innovations.
Conditions in the Chinese beer market remain challenging
due to fierce competition, unfavourable weather conditions
and margin pressure from higher input costs. In view of
the decrease in value, an impairment charge was taken in
relation to the investment in Kingway Brewery Holdings.
In Thailand, volume grew in an uncertain political and
economic environment, but rising costs led to a lower profit,
whilst the brewery in Mongolia was profitable in its first full
year of operation. Volumes and profit in Malaysia grew
once again.