Heineken Global Duty Free is set to present five of its beer and cider brands, as well as its Brewlock system, at next week’s TFWA Asia Pacific Exhibition.
Premium beer Heineken, non-alcoholic lager Heineken 0.0%, Asian beer Tiger, apple cider Strongbow and Jamaican beer Red Stripe will all be featured.
Heineken Global Duty Free Sales Manager Koos Vrijlandt said: “Asia Pacific is an exciting and dynamic growth market for us. Led by Heineken, our global, regional and local brands make our portfolio diverse and unique, appealing to a broad consumer base and range of taste profiles.
“We are especially pleased to showcase our latest innovation, Heineken 0.0%, a non-alcoholic lager, launched this year in 20 European markets, Russia and duty free channels globally.
“Heineken sees strong opportunities in the cruise sector in Asia Pacific. The cruise industry has seen double-digit growth in recent years, both in terms of passengers as well as capacity. In 2016 Asia cruise passengers totalled 2.1 million and that figure is expected to reach 4.5 million by 2020. Additionally, according to CiR research, 83% of cruise passengers in Asia consume alcoholic beverages on-board, and 61% of guests complement their meals with beer.”
He added: “As for airlines, we are witnessing a major rise in domestic and international air passenger numbers. Asian airlines are expected to account for up to half the total annual increase in air traffic by 2020. In that context, offering a portfolio both globally and regionally adapted is key to answer the needs of this increasingly diverse consumer base.”
Vrijlandt said that Heineken has a strong regional play with Tiger, the Asian beer brewed in Singapore. He also revealed that the company is increasing distribution for Strongbow, capitalising on the trend for niche beer with Newcastle Brown Ale and helping ‘adventurous’ beer drinkers in Asia Pacific discover new tastes from other regions including the Jamaican Red Stripe and Sol Mexican beer as well as Italy’s Birra Moretti.
In Singapore, Heineken will also showcase its Brewlock system, a bespoke solution created in response to the logistical challenges of the cruise, ferries and airline sectors. Brewlock is said to ensure that the Heineken beer served onboard is as fresh as the day it left the brewery. Other brands available through Brewlock are Heineken Light, Newcastle Brown Ale and, since early 2017, Strongbow Apple Cider.
