Asia Brewery to expand throughout Asia

Lucio Tan’s Asia Brewery Inc. expects a healthy growth in revenue as it looks to tap new markets throughout Asia-Pacific for its popular brands.

After sealing a long-term distribution deal for the sale of Japan’s Asahi Super Dry beer in the Philippine market, Asia Brewery is now looking to sell its various beverage brands, such as Tanduay Ice, in the international market.

“We have leading positions in the beverage category. We have a great potential to explore the global market. These brands are uniquely Filipino and we should be proud of them,” Asia Brewery vice president for marketing Hubert Tan said.

Despite being known as a beer company, Asia Brewery now dominates the drinking water, soy milk, energy drink and alco-mix categories, he said.

The company also hopes to sell Asia Brewery brands in Japan, taking advantage of its new deal with Asahi, Tan said.

“Whenever we have partnerships like this, we want it to be two-way. Maybe they can distribute our products too,” he explained.

Initially, Tan said, the company will target markets with high concentrations of overseas Filipino workers, who are likely to be familiar with Asia Brewery brands.

“But definitely, the main market will be local residents of those foreign markets. We want to promote Filipino brands to foreigners,” he said.

Meanwhile, Tan said, the company’s distribution deal with Asahi will help propel Asia Brewery’s position in the local beer industry. Asia Brewery controls 38 percent of the Philippine beer market, which is dominated by San Miguel Brewery.

Asahi is Japan’s leading beer brand, he said.

“The result of an extensive consumer research on the most preferred characteristics of beer drinkers in Japan, Asahi Super Dry (is considered) the epitome of a premium beer,” Asia Brewery said in a statement.

“We at Asia Brewery are committed to providing our consumers with outstanding products, and we’re upgrading our portfolio of high-quality beverages by introducing the new Asahi Super Dry in the local market,” Tan said.—Paolo G. Montecillo