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Beerworkers Archive


Post date: 06/02/2016 - 18:09

Heineken signs JV deal with Asia Brewery in Philippines

Heineken International has signed a joint venture agreement with Philippines-based Asia Brewery as it looks to drive premiumisation in the region.

Asia Brewery is owned by LT Group. Under the JV agreement, a new company - AB Heineken Philippines - will be formed. Financial details were not disclosed.

Heineken International has signed a joint venture agreement with Philippines-based Asia Brewery as it looks to drive premiumisation in the region.

Asia Brewery is owned by LT Group. Under the JV agreement, a new company - AB Heineken Philippines - will be formed. Financial details were not disclosed.

Heineken said on May 27, 2016 that it will be "driving further premiumisation of the brand portfolio". Asia Brewery's two sites in Cabuyao and El Salvador will be upgraded so that they can brew Heineken brands, the company said. Meanwhile, Asia Brewery will start to distribute brand Heineken and Tiger in the Philippines.

Frans Eusman, president of Heineken Asia Pacific, said the deal was a good business opportunity for Heineken: "It increases our exposure to another market in the region with strong growth potential," he said.

"Our local knowledge and distribution network combined with the brewing and marketing expertise of Heineken will be able to deliver quality beer brands and an exceptional experience for our consumers," added Lucio Tan, chairman & CEO at LT Group.

Operations are expected to start in Q4 2016.