Heineken aims to boost its presence in the Philippines with a new corporate structure and corporate identity. The Dutch brewing group operates since 2016 in a 50/50 joint venture with Asia Brewery, owned by Lucio Tan, one of the richest man in the Philippines. (inside.beer, 30.10.2016)
In October 2020, LT Group, the listed parent of Asia Brewery, told the stock exchange that Asia Brewery and Heineken “have agreed to transition the AB Heineken Philippines joint venture to a new partnership structure to produce and distribute Heineken beer brands Heineken and Tiger in the Philippines.” While Asia Brewery continues to be Heineken’s production and distribution partner in the Philippines, Heineken has established its own sales and marketing offices in Manila.
In a statement today, the new Heineken Philippines said it has appointed Michael Vainio as the Country Manager. He will oversee the beer brand’s expansion. Before joining Heineken Philippines he served eight years as Head of Customer Development and CEO of Kimberly-Clark in Singapore and the Philippines.
Heineken considers Southeast Asia as a top region in beer consumption. It cited a report by Marketresearch.com that the Philippines’ beer market was at USD 2 billion in 2015, with a growth of about 6.38% from 2015 to 2019. After easing of COVID restrictions which badly hit the industry, Heineken expects a compound annual growth rate of 4.7% per annum from 2020 to 2025.