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Vietnam seen as key market for Heineken
Binh Nguyen
Tuesday,  Dec 13, 2016,20:46 (GMT+7)

Vietnam seen as key market for Heineken

Binh Nguyen

Le Minh Trang (C) and Leo Evers (R) of Heineken Vietnam Brewery, and Frans Eusman (L), President of Heineken Asia Pacific, at a press conference in HCMC last week - PHOTO: TL

HCMC - Vietnam is one of the most important markets for Heineken Worldwide and the global brewery will continue investing in this expanding market to cash in on business opportunities, according to senior executives of Heineken.

They underscored the importance of the Vietnamese market to Heineken’s growth at a press conference held in HCMC last week to announce the celebration of Heineken Vietnam Brewery Limited Company’s  25th anniversary.

Frans Eusman, President of Heineken Asia Pacific, told reporters that Asia was the growth engine and the future for Heineken and described Vietnam as one of the most dynamic and exciting markets for the company.

“Today, Vietnam is one of Heineken’s top two markets globally. This is testament to the fact that while the country develops at a rapid pace, the Vietnamese people still know how to enjoy life and connect with one another by sharing a beer,” Eusman said.

According to Heineken Vietnam Brewery, Heineken entered this market in 1991, and has since reaped significant success thanks to the support of the Vietnamese Government and the joint venture with Saigon Trading Group (SATRA).

“Since our journey began, we have added five new breweries to the country. We have introduced eight brands into this market and employ nearly 2,000 people,” Eusman said. “For every Heineken employee, 44 other jobs in Vietnam are created.”

Heineken Vietnam Brewery has grown its employee base from 20 employees, and from a single brand and brewery since the year when it set foot in this ASEAN market.

Heineken Vietnam Brewery’s economic contribution to Vietnam has been over VND20 trillion per year, accounting for 0.5% of the nation’s gross domestic product (GDP), according to Leo Evers, Managing Director of Heineken Vietnam Brewery. 

He stressed that Heineken Vietnam Brewery would continue to be a big contributor to Vietnam and invest significantly in brands, local people, renovation and sustainable development in this market.

Heineken Vietnam Brewery is committed to local sourcing and manufacturing, instead of importing finished goods, which helps to uplift the economy and create jobs. It noted that local sourcing and manufacturing generated an additional VND2.6 trillion and added 25,700 jobs to the workforce last year.

Evers said in the coming years Heineken would continue its efforts to further reduce water consumption and carbon dioxide emissions, promote responsible consumption and support the communities where it operates.

Heineken Vietnam Brewery has unveiled a new innovative water program worth VND10 billion to strengthen citizens’ access to clean water and improve their lives in different parts of Vietnam. It includes two sets of interactive water filtering bikes to be installed along the rivers in HCMC and Danang, and three clean water supply projects in Quang Nam and Tien Giang provinces and Vung Tau City.

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