Vietnam: Sabeco aims at growing market share in Vietnam
Vietnam's largest brewer, Sabeco, will aim to grow its share of the home market from around 40% to 50% on the strength of new owner Thai Beverage's retail network, executives from the Thai company was quoted as saying by the Nikkei Asian Review on January 12.
Saigon Beer Alcohol Beverage Corp. held its first corporate meeting following the $4.8 billion acquisition by its Thai rival, known for Chang beer, in December. Executives at the Thai group addressed Sabeco employees for the first time as the majority shareholder.
ThaiBev is the flagship business of TCC Group, led by Charoen Sirivadhanabhakdi, the self-made billionaire widely regarded as Thailand's king of mergers and acquisitions.
Koh Poh Tiong, chairman of board executive committee of Singapore-based Fraser and Neave, another beverage maker under TCC Group, told the gathering that Sabeco products will be delivered all across Vietnam, leveraging the Thai group's existing retail network of supermarkets and convenience stores.
Koh also said the group's backing will help Sabeco expand beyond beer into such markets as soft drinks and spirits. He also stated his ambition to tap regional markets such as Thailand and Singapore on the back of the group's hotel network.
At the meeting in Ho Chi Minh City, a source from Sabeco told the Nikkei Asian Review that the company will hold its annual general meeting within the next four months to appoint new board members. As ThaiBev now has more than 53% ownership, TCC Group intends to raise its number of board members from four to around 10. New management will be decided.
Sabeco Chairman, Vo Thanh Ha, set out the brewer's targets for 2018. The company aims to lift its domestic market share to 42% and boost output to 1.84 billion litres, up from 1.78 billion litres in 2017. It targets revenue of 39.3 trillion dong ($1.73 billion) and net profit of 4.9 trillion dong, year-on-year increases of 11% and 2%, respectively.
Before the January 12 event, Sabeco launched its Saigon Gold line, marking a further step into a premium segment currently dominated by foreign brands like Sapporo, Heineken, Tiger and Budweiser. At the event, Koh also voiced support for Sabeco's reaching 2 billion litres in output after 2018 and increasing its presence in both domestic and overseas markets
Regresar
E-malt.com, la fuente de información global para los profesionales de la industria cervecera y de malteado. Los boletines quincenales de E-malt.com incluyen las últimas noticias de la industria, estadísticas en gráficos y tablas, precios mundiales de cebada y malta, y otra información relevante. Haga clic aquí para obtener acceso completo a E-malt.com. Si usted es un cliente de Castle Malting, puede obtener acceso gratuito al sitio web y publicaciones de E-malt.com. Contáctenos para obtener más información en marketing@castlemalting.com.
