Hatay Brewery Limited, brewer of Tiger and Heineken beers in North Vietnam, has been renamed Asia Pacific Brewery (Hanoi) Limited (APB Hanoi). According to Mr Larry Lee, APB Hanoi’s new General Manager, aligned with the corporate renaming is a commitment to increase the company’s participation in the northern region of Vietnam to continue serving the needs of its consumers and propel APB Hanoi into the next phase of growth.
APB Hanoi serves international and regional brands including Tiger, Heineken and Anchor; and recently, it launched Biere Larue and Biere Larue Export in Ha Tinh and Nghe An provinces to offer greater consumer choices. The beers are distributed widely in 28 cities and provinces across North Vietnam. Testament to the popularity of its international brews, Tiger, a choice brand amongst the successful young adults, and Heineken, embraced for its international appeal, have been recording double-digit growths annually. Mr Chris Kidd, Regional Director, IndoChina, Asia Pacific Breweries Ltd (APB) said, “APB Hanoi registered its charter capital of over VND500 billion in 2007 and 2008. During these two years, APB Vietnam made a contribution of 39 percent of its total revenue (roughly SG$277.7 million).
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Mr Chris Kidd, Regional Director, IndoChina, Asia Pacific Breweries Ltd (APB)
APB sees as a long-term market. VN has not affected much by the global economic downturn. We believe in opportunities in the crisis period and APB will continue investments in VN. The testimony to our long-term commitment is the expansion of our production capacity late last year. Last month, we completed a project in
Da Nang city to raise our output by 25 percent.
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Tiger, Heineken and Anchor in North Vietnam are now all brewed at the 500,000-hectolitre (50 million litres) brewery of APB Hanoi. Sprawling across 30 hectares in Hanoi, the state-of-the-art brewery adopts the most technologically advanced brewing process that is virtually automated from milling right down to fermentation and filtration. Adhering to the most stringent quality control management and conducting over 200 quality checks during the process, APB Hanoi’s beers are brewed under the supervision of Heineken technical experts.
Mr Chris Kidd said, “APB Hanoi has made inroads and grown its business in northern Vietnam since it started operation in 2003. Our achievements would not have been possible without the endorsement of the central government. We are thankful for the opportunity that has been extended to us and look forward to the continued support of the former Hatay government and the central government.”
APB Hanoi was awarded the Hazard Analysis and Critical Control Point accreditation by BM STRADA from the UK for its superior integrity and management systems. Dedicated to serving only quality beers, the ISO certified brewery audits its processes and systems annually. It is little wonder that the
brews of APB Hanoi, in particular Tiger and Heineken, have been appreciated for their distinct quality tastes and continue to enjoy rising popularity.
The Company’s successes have been matched with significant investments in its local staff. Currently, AP
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Mr Larry Lee, General Manager, APB Hanoi
APB Hanoi actively assists the community and educational projects. The beer beverage will continue aiding disadvantaged people and support the prosperity of the community. Last year, we raised more than US$100,000 worth of cash and gifts for the community-oriented activities.
In addition to the business realm, APB Hanoi is aware of its responsibility to the community. The beer beverage has chosen education as its major supported field. The Ha Tay Educational Assistance Foundation and English Centre are the initiatives of APB Hanoi. The English Centre provides free English courses for local children. The Ha Tay Educational Assistance Foundation also presented PCs to students in former Ha Tay province. Both are funded by APB Hanoi.
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B Hanoi hires more than 300 Vietnamese employees in the region and has been investing an average of VND900 million each year in both formal and on-the-job training, skills upgrading and overseas attachments. Critical capabilities of the beer industry, such as brewing and marketing expertise, best business practices and stringent product quality standards have been introduced and imparted to its Vietnamese employees over the years.
Apart from its business commitment, APB Hanoi also understands that it plays a role within the host community. The brewer believes in education and has supported the Hatay Education Support Fund and donated computers and upgrading facilities of schools around the former Hatay province. Currently, APB Hanoi is funding and running an English Learning Centre, which provides free English lessons to children.
Huyen Nhi
Vietnamese
