The recent acquisition of Asia Pacific Breweries completed at the close of 2012, was the 43rd
acquisition overseen by CEO, Jean-Franqois van Boxmeer. According to him, it was also 'the
most difficult'. But the strategic potential is high, providing an opportunity to strengthen
the company's competitive position in the rapidly developing markets of Asia and the Pacific.
Asia Pacific Breweries
(APB) was by no means
an unknown entity to
HEINEKEN before the acquisition. The
company was formed as a joint venture
with Fraser and Neave in 1931. Prior
to the acquisition HEINEKEN owned
42% of APB's shares. The acquisition
provides a strategic gateway to the
Asia-Pacific market, and will allow the
company to further grow and develop the
international potential of APB's winning
portfolio of over 40 beer brands and
brand variants, particularly Tiger.
The regional headquarters, which support
more than 8,000 experienced APB
employees, will remain in Singapore. Here,
World of HEINEKEN takes a closer look
into some of these successful brands.
8 World of HEINEKEN Edition 1 2013