In Vietnam, one of the world's largest and fastest-growing beer markets, ne...
HANOI/BRUSSELS - In Vietnam, one of the world’s largest and fastest-growing beer markets, new battle lines are being drawn as Heineken NV and local industry leader Sabeco hone their product offerings and build up marketing muscle.
“We aim for the No. 1 position, not only in profit but also in volume,” Heineken Vietnam managing director Leo Evers told Reuters in an interview. Growth has been mainly driven by Tiger, a popular Asian lager it acquired when it took full ownership of Asia Pacific Breweries in 2012. Heineken’s overall market share has since risen to 31% from 20% in 2013, at the expense of smaller brewers in the country, according to data analytics firm GlobalData.
Since ThaiBev took control, the Saigon beer brand has become a shirt sponsor for English premier league soccer side Leicester City and the brewer has sought to ally itself to Vietnam’s national soccer team, holding public screenings of matches including its final victory in the Southeast Asian championship.
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