Asia: Heineken’s Tiger beer sales up 20% in Q3 2013

Heineken attributes booming Tiger beer sales of 20% in Asia Pacific to a more mainstream market positioning slightly below its eponymous brand, Beverage Daily reported on November 6.

Across the region, the Heineken brands grew low single digit in Q3 2013, but the real star on the show was Tiger – which accounts for around 25% of Asia Pacific volumes – with regional growth of 20%.

“We have taken a slightly different position towards the Tiger brand than what was happening under the previous management. We have put Tiger more in between mainstream and the Heineken brands,” Heineken CFO Rene Hooft Graafland said.

“Still premium, but more affordable premium, making sure that they can source out of mainstream volumes and see that in markets like Vietnam. And that is a very, very successful strategy.”

08 November, 2013