Heineken’s senior management team has been in Vietnam this week for the company’s annual Financial Markets Conference. CEO Jean-François van Boxmeer called the country the “poster child” for international beer thanks to its strong demographics and growing demand. The company is also bullish about its prospects in Asia-Pacific. Here’s a snapshot of Heineken’s current position in the region and how the market is developing as outlined by Heineken’s Asia-Pacific president, Frans Eusman. To read a low-down on Vietnam, click here.

Asia-Pacific stats

  • More than half (54%) of the population is under 35. In Europe, the figure stands ar only 40% 
  • Some 54% is now middle-class compared to just 20% in 2009
  • Per capita beer consumption has plenty of headroom. Last year, the Asia-Pacific average was 29.3 litres compared to 70 litres in Europe
  • Premium segment growth in Asia Pacific is significantly higher than the rest of world, accounting for 8.7% of total beer volumes, compared to a global average of 3.5%

Heineken in Asia-Pacific

  • Heineken’s volumes in the region have grown an average of 6% a year over the past three years
  • In the same period, sales have grown an average of 10% a year and EBIT by 14%
  • The region accounted for 21% of Heineken’s operating profits last year, compared to 18% in 2013
  • Heineken claims to have market leadership in the largest number of countries in the region
  • The brewer has 15 first- and second-positions by volume in Asia-Pacific markets, compared to seven for Carlsberg and five for Kirin

Tiger

  • Heineken sees Tiger as its Asian beer. The brand grew international volumes by 24% last year compared to 3% growth for brand Heineken, according to Canadean data
  • The brewer has launched new extensions for Tiger – Tiger Black (brewed with black rice), Tiger Ice (brewed at -1°C) and Tiger White (a wheat beer launched in Malaysia late last year)

Market snapshots

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