Lowe Lintas wins San Miguel

SINGAPORE: Lowe Lintas & Partners has scooped the San Miguel business of local distributor Pacific Beverages, which wants to enhance the brand's position to capitalise on the growing taste for imported beers. Pacific Beverages had previously used creative work that had been developed in the Philippines. But its marketing manager Mark Wilson said the time had come to develop local creative because the brand was being positioned differently in Singapore. "In its home market, San Miguel is respected as the national brand and it has such a strong position that it can be promoted in a low-key manner, whereas in Singapore it faces so much heavy competition it needs to have an aggressive ad campaign." Wilson isaid he was looking for a bold positioning in the premium segment, but one that ensured the brand would also retain its mass appeal. "We're promoting it as a premium product but have ensured the pricing and distribution are such that it is available to anyone who wants it." Addison James, Lowe Lintas Singapore CEO, said: "It's a challenger brand here in Singapore and taking on Tiger should be interesting." Imported beers have experienced a steady increase in sales volume at the expense of local beers. Last year, imported beer volume was up 5.2 per cent, while local beers were down 8.5 per cent, according to the Singapore department of statistics. San Miguel faces stiff competition from the three established beer local and imported beer brands - Tiger, Anchor and Carlsberg. Demand for imported beers has grown partly because of the expatriate population and growing demand from Singaporeans who had lived overseas, said Wilson.

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