Heineken establishes own marketing arm in PH
HEINEKEN, maker of the world’s most international premium beer, has announced the establishment of its own sales and marketing operations in the Philippines while Asia Brewery Inc. will continue as its local manufacturing partner and distributor of the international brand’s premium beer products in the country.
HEINEKEN entered the Philippine market in 2016 through AB HEINEKEN Philippines, a 50-50 joint venture partnership between HEINEKEN and Philippine-based diversified beverage company Asia Brewery Inc.
By re-establishing itself with a new corporate identity, the Dutch beer maker positions itself in the continued expansion in the local beer market.
The Philippines’ beer market is expected to reach $3.41 billion in retail prices, or a compounded annual growth rate (CAGR) of 4.7 percent annually from 2020 to 2025, a slowdown from the robust 6.38 percent growth from 2015 to 2020, according to a survey.
Underlining the country’s love for beer, Marketresearch.com reported that the Philippines’ beer market was at $2 billion in 2015, with a growth of about 6.38 percent from 2015 to 2019. 2020’s lockdowns severely impacted industries across the board but with the easing of restrictions and reopening of businesses, the country’s beer market is expected to reach $3.41 billion in retail prices, resulting in a CAGR 4.7 percent per annum from 2020 to 2025.
The move comes following the Dutch brewer’s recognition of the Philippines as one of the major drivers for growth in Southeast Asia, considered a top region in beer consumption.
HEINEKEN Philippines Country Manager Michael Vainio is overseeing the popular brand’s expansion. Vainio has years of experience with Consumer packaged goods (CPG) categories under his belt. He served for 12 years at Kimberly-Clark as general manager for Singapore and the Philippines, as well as head of customer development prior to joining HEINEKEN Philippines.
A commitment to purity and quality has made HEINEKEN one of the most iconic beer brands in the world for over 150 years. HEINEKEN is known for its green bottle and red star, and its unforgettable rich and crisp flavors with subtle fruity notes: the perfect medley of 100 percent pure natural ingredients of barley, hops and water—together with its own special A-Yeast that gives each brew the characteristic balanced taste.
For the Dutch beer company that carries more than 300 beer and cider brands and is brand-present in more than 190 markets, Vainio said it is the perfect opportunity to make its beloved beer, a staple in the Filipino drinking culture.