MYANMAR: Heineken leaves Tiger beer with Fraser & Neave
Heineken pulled out of Myanmar in 1996
Fraser & Neave will continue to operate Heineken's Tiger brand in Myanmar for at least five years despite the Dutch brewer launching a JV in the country.
The agreement was part of discussions between the companies last year when Heineken won the right to full control of its Asian JV with F&N, a Heineken spokesperson told just-drink today (13 May). The spokesperson declined to comment on whether Heineken will take back the brand when the five-year deal runs out.
F&N has handled Tiger in Myanmar since 1996, when Heineken pulled out of the country because of political instability, the spokesperson said. Tiger is distributed and sold in Myanmar through a licensing agreement between F&N and the country's leading brewer, Myanmar Breweries. That agreement will continue despite Heineken today announcing a JV with another local drinks maker, which includes a US$60m brewery.
The spokesperson said the Tiger deal allows it to concentrate on other brands in a market where beer demand has grown rapidly over the past two years.
“(Myanmar) is one of the last few blank spots in the Asian beer market,” the Heineken representative said. “Per capita beer consumption is three litres, and compared to neighbouring countries such as Thailand (26L), China (36) and Vietnam (30), you can see the enormous potential of this beer market.”
Heineken's Myanmar partner, Alliance Brewery Company, is owned by local entrepreneur Aung Moe Kyaw. He owns spirits maker International Beverage Trading, but the Heineken alliance is his first foray into brewing.
Heineken is expected to place a strong emphasis on building an environmentally-friendly business during the forecast period. The company’s sustainability plan, Brewing a Better Future, states that the...
Heineken, the world’s third largest brewer and leading cider producer, continued its aggressive acquisitive expansion in 2012 with the purchase of Asia Pacific Breweries. This profile considers the ex...
Heineken is making efforts to improve its business in the key US market and support sluggish consumption through product innovation, including Indio in June 2012 and Amstel Wheat and Tecate Michelada ...
Heineken do Brasil Comercial’s strategic direction became more aggressive in 2012. The company invested in new product launches and marketing and advertising campaigns to attract the attention of cons...
- Allegro: The shape of things to come at Pernod?
- The End of the Road for International Beer Brands?
- Pernod Ricard's FY Performance by Region, Brand
- Pernod Ricard's Allegro cost-saving programme
- US craft vodka puts squeeze on Pernod's Absolut
- Pernod bemoans tough FY as sales, profits drop
- ASA bans Jägermeister TV ad
- Pernod Ricard set for CMO switch
- Scotch whisky leaders sign pro-UK letter
- Molson Coors appoints Europe CEO