Heineken, the global premium beer brand, is taking a new corporate identity and aims to boost its presence in the Philippines, which it considers as one of its major growth drivers in the region.
Michael Vainio will see the brand’s expansion as the new Country Manager for Heineken Philippines, Inc. He was General Manager and Head of Customer Development for Kimberly-Clark in Singapore and Philippines for 12 years before joining Heineken.
Heineken entered the Philippine market in 2016 through AB Heineken Philippines, a 50:50 joint venture partnership between Heineken and Filipino-owned diversified beverage company Asia Brewery, Inc.
Now under a ‘reformed partnership structure’, Heineken Philippines has put up its own sales and marketing office based in Manila. The new unit will be in charge in promoting the brand and creating a new brand identity for Heineken in the Philippines. Asia Brewery, however, is still the local manufacturing partner and distributor of the international brand’s premium beer products in the Philippines.
Heineken describes itself as ‘one of the most iconic beer brands in the world for over 150 years’. It is known for its green bottle and red star, and its unforgettable rich and crisp flavors with subtle fruity notes: the perfect medley of 100% pure natural ingredients of barley, hops and water – together with its own special A-Yeast that gives each brew the characteristic balanced taste.”
Heineken considers Southeast Asia as a top region in beer consumption. It cited a report by Marketresearch.com that the Philippines’ beer market was valued at US$2 billion in 2015, with growth of about 6.38% from 2015 to 2019.
During the pandemic, business was badly hit however with the easing of restrictions this year, the country’s beer market is projected to hit US$3.41 billion in sales revenue with a CAGR of 4.7% from 2020 to 2025.