Heineken®'s Grasp on Asia
The Heineken® brand has a long history in Asia, entering the region
through export back in 1914. Today, it is the leading international
beer brand in the Asia-Pacific region, with 6.2 million hectolitres
sold across APB markets in 2011.
Heineken® is a pioneer
in Asia Pacific and has
enjoyed impressive
growth in the region as
a result of innovative
brand activation
Edition 1 2013 World of HEINEKEN 9
"We are beer pioneers in Asia Pacific.
Heineken® has actually created the
international premium segment in
most of the markets," says Laurent
Odinot, Regional Marketing Manager.
"The acceleration of the brand volume
under the APB umbrella is breathtaking.
Compared with 1995, when Heineken®
sold fewer than one million hectolitres,
we grew to 6.2 million in 2011. The most
impressive growth within APB markets
came from Vietnam, where the brand
has grown 25% year-on-year to enjoy
sales today of 2.7 million hectolitres. This
is currently Heineken®'s second largest
market in the world. And we have doubled
the Heineken® volume in China over the
past four years too."
Alongside this, Heineken® was also
enjoying the success of its historical
export markets, such as Hong Kong and
South Korea, with Taiwan as the highlight
of this success story. "Again, Heineken®
was the first international brand to
successfully enter a monopoly there. By
u
eineken® is the
leading brand in the
Jk international premium
segment in most APB markets, most
notably Vietnam, Thailand, Singapore,
Malaysia, New Zealand and New
Caledonia. The brand is also a strong
challenger in China, and has recently been
introduced in Laos and Mongolia.
Brand Performance
In 2011, Heineken®grew by more than
15% in Asia Pacific, largely driven by strong
growth in Vietnam and China, APB's largest
markets, and a strong performance in
Taiwan, where Heineken® is imported from
the Netherlands. 2012 proved to be a
more challenging year due to the
economic slowdown in some markets
as well as increasing competition.
However, the foundations of
Heineken® are solid, and the brand
is also ideally positioned to capture
the highest share of the region's
international premium segment
growth in 2013.
