Brand equity for both Tiger and
Heineken® has grown significantly in
emerging and established markets
across Asia Pacific
2004 when we started to produce locally.
Capacity was increased in 2011, with the
completion of a new one million hectolitre
brewery in Guangzhou, China. We have
enjoyed steady growth and, with a clear
focus on the international premium
segment business, we expect even
stronger growth in the years to come,"
says Theo.
Investment
"In Asia Pacific, the business model is
different from other parts of the world.
We mainly operate with joint ventures,"
Theo explains. "This isn't something
new for us. Asia Pacific Breweries (APB),
our joint venture company with leading
Southeast Asia conglomerate Fraser and
Neave, was set up in 1931.
"In India, we entered into a joint venture
with United Breweries Ltd (UBL) through
the acquisition of Scottish Newcastle.
UBL is the clear market leader, with more
than 50% market share in India. Last
year saw UBL launch locally-produced
Heineken® in the Indian market.
"These partnerships work very effectively,
offering us first-mover advantage and
a route to market which would have
taken us much longer to establish
independently," continues Theo.
"We have a number of extremely strong
brands. Over the years, through APB, we
have invested heavily to build capacity in
the emerging markets. In India, we are
also investing through UBL and recently
introduced the Heineken® brand. The
growing demand in these areas will
require capacity expansions in the coming
years," he says.
Sustainable Growth
Local partners and authorities also share
HEINEKEN's vision when it comes to
sustainable development, responsible
consumption and self-regulation. They
are keen to learn from the expertise
HEINEKEN has developed in these areas
over the last decade. "At the end of 2011,
a group of Vietnamese officials visited
our operation in Spain to learn about
self-regulation, and how the government,
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Quarter 1 2012 World of HEINEKEN 25
