Asia: Sapporo, Carlsberg team up in three Asian markets
Sapporo Breweries in January will start placing a big bet on three Asian markets by teaming up with Danish beer giant Carlsberg Group to sell its Sapporo Premium and Yebisu brands, the Nikkei Asia reported on November 1.
The target is to annually sell the equivalent of 1.5 million cases of 20 633-milliliter bottles in Southeast Asia and Hong Kong by 2026, about double Sapporo's 2023 sales estimate for the same region.
Sapporo signed distributorship agreements with Carlsberg in Singapore, Malaysia and Hong Kong. Sapporo, which has been exporting beer to the three territories from breweries in Japan and Vietnam, expects to boost its numbers by utilizing Carlsberg's sales channels.
In Malaysia, Sapporo also consigned Sapporo Premium production to a Carlsberg brewery.
In Singapore, Tiger Beer has the largest market share. A six-pack of 320-ml cans sells for 16.30 Singapore dollars (about $12), while a Sapporo Premium six-pack of 330-ml cans goes for around S$19.50.
Sapporo will market to middle- and upper-class consumers by hyping quality.
Sapporo's share of Japan's alcoholic beverage market is on the decline. In the domestic beer market, it trails Asahi Group Holdings and Kirin Holdings.
According to Masato Konno, who leads sales at Sapporo Beer's international business division, it is "essential" for the brand to grow globally by growing its presence in Asia. Sapporo currently relies on North America for most of its overseas sales.
"The Association of Southeast Asian Nations," Konno said, "would be the closest market for a Japanese brand to gain the next top market share."
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