APB opened its first brewery in Vientiane this week, and local agency Mekong Orchid will handle Tiger Beer’s communications. Chris Kidd, regional director of Indochina for Asia Pacific Breweries said: “This brewery and the introduction of Tiger Beer into Laos will give Laotians real choice for the first time.”
David Mitchell, GM of Mekong Orchid, said marketing plans for Tiger will include a sponsored music festival programme and thematic print and out-of-home campaigns in the coming months.
APB is only the second brewer to be granted a beer investment licence by the Laotian Government. The launch cements APB’s strong position in Indochina, with five breweries already established in Vietnam, Tiger’s largest market in Southeast Asia, and Cambodia. Indochina contributed to 48 per cent of the brewer’s US$99 million profits last year, which also saw strong growth of 23 per cent in the region.
