ASIAN EXPANSION
Turning to the Asia Pacific region, Heineken has been nurturing its
business there for more than 75 years. In addition to its majority
owned breweries in Indonesia and New Caledonia, Heineken has
developed a massive level of penetration across Asia, through
strategic joint-venture projects, export offices and the construction
of greenfield breweries. Heineken is available throughout the region,
including the world's largest beer market by volume, China, and is
the number one selling international premium beer in Asia.
Heineken's major jointly owned business in Asia, APB (in which
Heineken has a 42 per cent share), is currently undergoing a
rapid period of expansion. It operates a total of 32 breweries in
11 countries, including the pioneer markets of India and Vietnam.
Heineken is also present in other joint ventures in Japan and
Australia, and has established a significant presence via its export
arm in Taiwan, Hong Kong and Korea.
"We have always been committed to the region for the long-term,"
says Siep Hiemstra, President Heineken Asia Pacific. "Whilst our
organic growth in Asia continues to be strong, we actively seek
opportunities to grow our business, especially in the relatively
untapped beer markets. In the long-term, we aim at significantly
increasing our share of the rapidly growing regional profit pool."
FIELDS OF GREl
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