Myanmar Brewery Limited (MBL), the producer of Myanmar beer, is revamping its brand image and products in order to enhance its appeal with the country’s consumers as global giants such as Heineken and Carlsberg stiffen the competition in the country's beer market.
As Heineken and Carlsberg seek to strengthen their presence in the Myanmar market, MBL is on its way to launch a sleeker bottle, while increasing its promotional activity and targeting the youth by sponsoring dance and music concerts, which is a complete shift away from the country's earlier strict ban on advertisements on alcohol, Business World Online reports.
The company is able to remain competitive through the funds it has received over the years from international brewers, even when the facing was imposed with strict sanctions.
Despite the entry of global companies such as Heineken and Carlsberg, Myanmar Beer commands around two-thirds of the beer market in terms of volume in the country. While Heineken and Carlberg are busy building breweries in the country, MBL has responded with making changes in brand image and products to retain its top spot, reports Business World Online.
APB Alliance Brewery Company managing director Lester Tan told Business World Online that Heineken plans to double capacity at its Yangon brewery from 25 million liters to 50 million liters. APB Alliance Brewery Company produces Heineken in the country.
The company has accelerated its expansion strategy Originally, it had planned to accelerate its expansion over three to four years of time, reports Business Insider.
MBL managing director Hiroshi Fujikawa was quoted by Business World Online as saying: "There are a lot of the challenges in the market. One is that Heineken and Carlsberg came into this market this year and launched premium and local beer products. So the competitive situation in the market will definitely be changing and be more and more fierce."
Image: MBL faces stiff competition from Heineken and Carlsberg. Photo: Courtesy of mapichai/FreeDigitalPhotos.net.
