GROWING NEW
MARKET SPACE
IN INDONESIA
Multi Binta
great opport
growth in no
beverages..!*
It has been an eventful year for both Indonesia and Multi Bintang,
brewer of the nation's favorite beer, Bintang Pilsner. In addition
to continuing the leadership of the Indonesian market, two inno
vative brands of Multi Bintang have successfully been introduced.
Indonesia's fast-growing and increasingly affluent population
delivers a fruitful soil for the beer category. So does the invariably
hot tropical climate. However, limited opportunities to advertise
beer due to a long-standing media ban by the government and
high taxation on alcoholic beverages have their consequences for
the Indonesian beer market. Multi Bintang, the subsidiary of
Heineken in Indonesia, is therefore developing the category of
non-alcoholic beverages close to beer. But without alcohol.
Multi Bintang sees great opportunities for growth in non-alcoholic
beverages. This view is encouraged by the sales success of the
previously alcoholic shandy brand Green Sands, which has seen
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