The Philippines: Heineken reestablishing itself with a new corporate identity in the Philippines

Filipino beer lovers have more reason to celebrate as Heineken, maker of the world's most international premium beer, boosts its presence in the Philippines by reestablishing itself with a new corporate identity, the Manila Times reported on July 3.

The move comes following the Dutch brewer's recognition of the Philippines as one of the major drivers for growth in Southeast Asia, considered a top region in beer consumption.

Country Manager Michael Vainio is at the helm of Heineken Philippines Inc. to oversee the popular brand's expansion. Vainio has years of experience with CPG categories under his belt.

Heineken entered the Philippine market in 2016 through AB Heineken Philippines, a 50-50 joint venture partnership between the Dutch beer maker and Philippine-based diversified beverage company Asia Brewery Inc.

Now under a reformed partnership structure, Heineken Philippines has established its own sales and marketing office based in Manila, with Asia Brewery continuing as its local manufacturing partner and distributor in the Philippines.

Heineken is one of the most iconic beer brands in the world for over 150 years, known for its green bottle and red star, and its unforgettable rich and crisp flavors with subtle fruity notes.

For the Dutch beer company that carries more than 300 beer and cider brands and is brand-present in more than 190 markets, it is the perfect opportunity to make its beloved beer a staple in the Filipino drinking culture.

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