Anheuser-Busch to Unleash Tiger Beer In United States Premium Asian Beer Adds to American Brewer's Import Push; Gives Tiger National

Muscle Through Anheuser-Busch Wholesaler Network



    ST. LOUIS, March 13 /PRNewswire-FirstCall/-- Anheuser-Busch (NYSE:   BUD)
 will become the U.S. importer of Tiger Beer, a leading premium brew from
 Singapore, expanding the American brewer's portfolio in the growing U.S.
 import category, the two brewers jointly announced today.
     The agreement gives Tiger Beer access to Anheuser-Busch's broad marketing
 and sales expertise and to its wide-reaching U.S. distribution network, which
 is considered the best in the industry.  The deal follows the recent
 announcement of a similar partnership with the Dutch brewer, Grolsch,
 continuing an aggressive push by Anheuser-Busch into the high-end beer
 category.
     "Tiger Beer is recognized as one of Asia's finest beer exports," said
 August A. Busch IV, president of Anheuser-Busch Inc.  "Tiger Beer is a
 high-quality, premium brand that is a perfect complement to our growing
 portfolio of import beers."
     The new agreement significantly broadens Tiger Beer's U.S. distribution
 opportunities by giving Asia Pacific Breweries access to Anheuser-Busch's
 network of nearly 600 independent wholesalers.  In return Anheuser-Busch
 wholesalers will have the opportunity to add this exotic and sophisticated
 Asian beer that has been warmly received in markets such as Europe, Australia
 and North America.  Last year, the brand recorded high, double-digit growth in
 the United States.
     "We are sure that we have found the right partner for Tiger in
 Anheuser-Busch," said Mr. Koh Poh Tiong, chief executive officer, Asia Pacific
 Breweries, the brand owner of Tiger Beer.  "We share the same views on how the
 brand should be marketed and positioned in the vast American beer market, and
 most importantly, Anheuser-Busch shares our passion and excitement for our
 brand.  We believe that together with Anheuser-Busch, we shall be able to
 bring Tiger to another level of growth in the U.S. market."
     Imported beers represent approximately 12.4 percent of the total U.S. beer
 market, selling 25.6 million barrels in 2005.*  The segment grew about 7.2
 percent in 2005* and has experienced an average growth rate of 5 percent over
 the past five years, making it one of the fastest-growing segments of the U.S.
 beer market.
     "While beer drinkers in Asia have been enjoying Tiger for many decades,
 drinkers in America are only beginning to discover the unique taste of Asia in
 Tiger in trendy bars and Asian fusion-style restaurants in cities such as New
 York, San Francisco and Miami," said Mr. James Wong, general manager, Tiger
 Export Pte Ltd, the global exporter of Tiger Beer for Asia Pacific Breweries.
 "With Anheuser-Busch's excellent sales organization and strong distribution
 network, more American beer drinkers all over the United States will soon be
 able to discover the great taste of Tiger.  We look forward to working with
 Anheuser-Busch and its distributors in making Tiger a successful brand in the
 growing imported beer category."
     Available in some of the most up-market bars and clubs in the United
 States, Tiger Beer's distribution is focused on cosmopolitan cities such as
 New York, Boston, Miami, Las Vegas, San Francisco and Los Angeles.  Through
 its national network of wholesalers, Anheuser-Busch will expand Tiger Beer's
 push into high-end bars and clubs across the country.
     The agreement will be effective May 1, 2006.  Terms were not disclosed.
 The imported Tiger Beer will continue to be brewed at Asia Pacific Breweries'
 Singapore brewery for export to the United States.
     Anheuser-Busch is focused on expanding its participation in the import and
 high-end beer categories as a key growth strategy for its U.S. business.
 Anheuser-Busch brews and sells two of Japanese brewer Kirin Brewery's beer
 brands in the United States -- Kirin Ichiban and Kirin Light.  In some areas
 of the country, Anheuser-Busch wholesalers carry Corona and the other beer
 brands of Mexican brewer Grupo Modelo.
     Based in Singapore and listed on the Singapore Exchange, Asia Pacific
 Breweries is one of the key players in the beer industry.  It is a joint
 venture between the Fraser and Neave Group of companies and Heineken of
 Holland.  Tiger Beer was first brewed in Singapore in 1931 by Asia Pacific
 Breweries, then known as Malayan Breweries.
     Tiger Beer, Asia Pacific Breweries' flagship brand, is enjoyed by millions
 of beer drinkers in more than 60 countries.  Launched in 1932, Tiger Beer
 stands firmly as Singapore's favorite beer brand, and continues to be
 successful in winning market share in other Asian markets, in particular
 Malaysia and Vietnam.  It is available throughout the Asia Pacific region and
 is brewed in seven countries across Southeast Asia and China.
     Based in St. Louis, Anheuser-Busch is the leading American brewer, holding
 a 48.8 percent of U.S. beer sales.  The company brews the world's
 largest-selling beers, Budweiser and Bud Light.  Anheuser-Busch also owns a 50
 percent share in Grupo Modelo, Mexico's leading brewer, and a 27 percent share
 in Tsingtao, the No. 1 brewer in China.  Anheuser-Busch ranked No. 1 among
 beverage companies in FORTUNE Magazine's Most Admired U.S. and Global
 Companies lists in 2006.  Anheuser-Busch is one of the largest theme park
 operators in the United States, is a major manufacturer of aluminum cans and
 is America's top recycler of aluminum cans.  For more information, visit
 http://www.Anheuser-Busch.com .
 
     * Department of Commerce Data provided by the Beer Institute
 
 

SOURCE Anheuser-Busch

More by this Source

Best of Content We Love 2014 


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

 

PR Newswire Membership

Fill out a PR Newswire membership form or contact us at (888) 776-0942.

Learn about PR Newswire services

Request more information about PR Newswire products and services or call us at (888) 776-0942.