Heineken Global Duty Free is showcasing its expanded portfolio at the TFWA Asia Pacific Conference in Singapore.
The Asia Pacific range is dominated by Singapore’s own Tiger Beer which is brewed in 16 countries and available in 50. It was acquired by Heineken in 2012.
In global travel retail, Tiger Beer will also be available this year through Blade, the premium draught machine developed by Heineken for cruise ships.
“Our strategy for Tiger Beer is to focus and build on its reputation as a fantastic beer to enjoy with food and friends, as demonstrated by its passionate fan base in Singapore, one of the largest metropolitan areas in the world,” said Heineken Global Duty Free Sales Manager Koos Vrijlandt.
“In global duty free we are leveraging its power as an Asian brand to ensure its success on the global stage.”
Heineken Global Duty Free said its overall strategy involved accelerating the power of regional craft brands from other parts of the world to build market share in Asia Pacific. It said Red Stripe beer from Jamaica, Newcastle Brown Ale from the UK and Lagunitas IPA from the fourth largest craft brewery in the US are key development brands which are being supported for wider distribution in Asia Pacific duty free markets. Strongbow cider also has potential in the region, Heineken said.
Lagunitas IPA draught is launching in Australia in May, following a launch in New Zealand in 2017.
Vrijlandt added: “We’re excited at the many opportunities in Asia Pacific duty free markets, especially the surge in cruise and the opportunity inflight for new choices like Heineken 0.0%, our new alcohol-free beer developed by our Master Brewers.
“We recently commissioned global research into inflight consumption and, in Asia Pacific especially, beer and cider are the alcoholic drinks of choice ahead of wine and spirits, with 65% of passengers in the region saying they would give preference to a more premium beer or cider onboard in comparison to their at-home consumption.”
