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CASTLE MALTING NEWS in partnership with www.e-malt.com Portuguese
26 May, 2006



Brewing news Vietnam: Asia Pacific Breweries to Bring America's Coors Light to Vietnam

In a move to further strengthen its leadership position in the premium beer segment and to cater to the increasingly discerning palates of sophisticated contemporary Vietnamese, Asia Pacific Breweries (APB) is brewing one of America's best-selling beers - Coors Light, in Vietnam. This is also the first American beer brand that has joined the ranks of APB's extensive portfolio of over 40 beer brands and variants available in the Asia-Pacific region, the company announced May 26.

Making its debut in Vietnam, this premium light beer owned by Molson Coors Brewing Company based in Colorado, USA, will be exclusively brewed by APB's South Vietnam brewery for distribution to selected western, premium local bars and beer gardens in key cities such as Hanoi, Hai Phong, Da Nang, Nha Trang, Ho Chi Minh City, Can Tho, Bien Hoa, etc.

The move to brew Coors Light is timely as APB's South Vietnam brewery has recently completed its expansion which increased its production capacity substantially by 50% to 2.3 million hectolitres per annum.

Mr Chris Kidd, Regional Director, Indo-China, APB, said "Tiger and Heineken have risen to the stature of market leaders in Vietnam's premium beer segment and are the key volume drivers for APB. However, we believe that the consumers in Vietnam are open to wider choices. We have found Coors Light to complement our existing portfolio of beers and is a good addition to cater to Vietnamese who seek premium brands but with a lighter taste."

Famous as the ice cold beer from the Rocky Mountains, Coors Light has been a favourite with American consumers for decades and is now available in over 30 countries globally. Coors Light is now the largest-selling brand for Molson Coors Brewing Company and given APB's marketing and distribution expertise in Vietnam, APB is confident that the brand will become a popular choice with the Vietnamese as well.

Rising disposable incomes and increasing sophistication of the Vietnamese have clearly brought about a growing propensity for premium beers where drinkers are seen trading up more frequently. Mr Tony Hicks, Business Development Director - Asia, Molson Coors Brewing Company, said, "This is the perfect time to launch Coors Light in Vietnam as more and more contemporary drinkers seek the new experience of premium and easy drinking beers. Coors Light has a cold, crisp taste but with a standard alcohol content of 4.1%; making it the perfect choice for a great night out."

Mr Kidd added, "We are delighted to partner Coors to be the first brewery in Vietnam to launch an American beer there. It's a sign of the times."

As APB looks beyond the Asia-Pacific region for expansion, the partnership with Molson Coors Brewing Company reinforces APB's firm commitment in the Vietnam market and its desire to garner a broader leadership there. As competition intensifies along with market liberalization, APB remains focused on solidifying its foundation to reap the benefits of the growing beer market in Vietnam which has consistently been one of the top contributors to the APB group profit.

Confident that Vietnam will continue to be one of APB's best markets, Mr Kidd explained, "A key success formula for APB in many of our markets has always been the multi-brand portfolio strategy where we strengthen our ability to offer a diverse range of choices to suit consumers' varying needs. Likewise for Vietnam; Tiger, Heineken, Anchor, Bivina, Amber and now, Coors Light, will collectively strengthen our portfolio to aptly cater to the premium, mainstream and economy segments of the beer market. Furthermore, the enhanced capacity places APB in an even better position to meet the rising demands for our brands in Vietnam."

Vietnamese beer lovers can look forward to the same authentic Rocky Mountain taste of Coors Light as it is brewed using only the finest ingredients in APB's state-of-the-art brewery, retaining the same authentic taste that has been popularly enjoyed for generations in the USA.





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