The hub is aimed at developing new products and brands that meet quality, flavour and market-specific requirements. Joy Rice, supply chain support director for APAC, said there is a broad and growing market for premium products, limited-edition products and tailored drinking experiences in the region.
“This centre will promote agility, faster response time, quality and collaboration in our supply chain and will be a powerful asset to help us respond at pace to the needs to this fast-paced region and effectively capture the super premium opportunity.”
New bottle and packaging projects are also an important function of the centre. The first project at the facility—the launch of the super premium Johnnie Walker Odyssey is already under way.
Diageo expects Asia to account for 20 per cent of its global revenue by 2013 and it believes the new facility could help expand its footprint in Asia. Its technical centre in the Tuas industrial zone employs about 30 staff.
“Today, spirits consumption in Asia-Pacific is the highest globally and a third of the world’s wealthiest people are in Asia,” said Gerry O’Hagan, Diageo's operational director for spirits and wine. “For a number of years, Diageo has been aligning its strategy and investment in infrastructure, such as this new centre in Singapore, to realise the potential of new emerging markets and the growth in premium quality products and luxury brands in Asia.”
The APAC hub opening comes two months after the company opened a similar center in Panama.