EUROPE/TRAVEL RETAIL: Heineken backs Monteith's Brewing Co with craft roll-out

By | 24 October 2013

The range will launch next year

The range will launch next year

Heineken is to roll out a New Zealand craft beer and cider range it acquired through its takeover of Asia Pacific Breweries on to the global stage.

The Dutch brewer will launch four beers and two ciders from Monteith's Brewing Co into Northern Europe, the UK and some Travel Retail markets on 1 January. The brands, which were previously only available in New Zealand and from some UK specialist retailers, will be distributed as part of Heineken's 'Beers of the World' portfolio.

Speaking to just-drinks at the TFWA World Exhibition in France this week, Heineken's global Travel Retail head, Sean McNaughten, described Monteith's beers and ciders as “sessionable” drinks that “will delight and surprise” consumers.

McNaughten said Travel Retail distribution will focus on cruise line, US Army and Border Retail outlets. He added that Heineken branding will be kept off the bottles.

The selection comprises six brands in 33cl bottles:

  • Bohemian Pilsner Beer
  • Pacific Pale Ale
  • Summer Ale
  • IPA
  • Crushed Apple Cider
  • Crushed Pear Cider

Heineken acquired Monteith's owner, DB Breweries, earlier this year when it took full control of Asia Pacific Breweries (APB). APB took full control of DB Breweries in 2004, when it bought out shareholders. 

Monteith's has around 4% of the New Zealand beer market and is the country's biggest-selling craft brand alongside Mac's, which is owned by Kirin subsidiary Lion Nathan, McNaughten said. It produces about 100,000 hectolitres a year.

Heineken yesterday released its year-to-date results, warning that it expects full-year profits to be down on last year.

Expert analysis

Heineken: the battle for Asia Pacific Breweries

Asia Pacific Breweries is Heineken’s joint venture in Singapore, with a variety of brands and consumer beverages that enjoy prominence in their local markets. The venture is crucial to the firm's growth strategy. This has been compromised following a competitor acquiring shares in the partner firm. Heineken considers this a threat, and wants to gain full control of the venture.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Heineken, Lion Nathan, Kirin

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EUROPE/TRAVEL RETAIL: Heineken backs Monteith's Brewing Co with craft roll-out

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