LUCIO Tan
Tycoon Lucio Tan-led Asia Brewery Inc. and Dutch beer-maker Heineken International B.V. are realigning their four-year-old beer brewery partnership in the Philippines by decoupling sales and marketing support for their respective brands.
In a disclosure to the Philippine Stock Exchange on Wednesday, ABI and Heineken announced a transition in their AB Heineken Philippines Inc. joint venture to a “new partnership structure” to produce and distribute Heineken beer brands Heineken and Tiger in the Philippines.
Heineken will establish a sales and marketing office based in Manila and will engage Asia Brewery to brew and distribute its beers in the country. The expected date for the completion of the process is end-December.
“The immediate priority for Asia Brewery and Heineken is to ensure a smooth transition for the employees of AB Heineken Philippines and continuity for its customers and suppliers,” the disclosure said.
“The Philippines continues to present a good long-term business opportunity for Heineken and both Asia Brewery and Heineken remain committed to continue offering Heineken and Tiger beer to consumers in the country.”
ABI signed a partnership to brew Heineken brands in the country back in 2016, adding a premium brand as a new driver to the former’s beverage portfolio. This resulted in the creation of the 50-50 percent new joint venture company, AB Heineken Philippines.