In Vietnam beer war, Heineken and Sabeco seek to take each other's turf [Reuters]
HEINEKEN N V S/ADR (HEINY)
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Source: Reuters
In Vietnam beer war, Heineken and Sabeco seek to take each other's turf - Reuters 5 Min Read HANOI/BRUSSELS (Reuters) - In Vietnam, one of the world’s largest and fastest-growing beer markets, new battle lines are being drawn as Heineken NV and local industry leader Sabeco hone their product offerings and build up marketing muscle. The Dutch brewer in March launched a new version of its Heineken lager and is expanding its reach into suburban and rural areas with its mid-tier Tiger brand and lower-priced Larue and Bivina beers. The push outside its stronghold of cities in the south has been driven by a doubling of Heineken’s Vietnam sales force over the past three years and takes aim at territory commanded by Sabeco, a former state-owned brewer now controlled by Thai Beverage Pcl. “We aim for the No. 1 position, not only in profit but also in volume,” Heineken Vietnam managing director Leo Evers told Reuters in an interview. Heineken, Vietnam’s No. 2 brewer, declined to provide sales t
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