TIGER may reign among beer drinkers, but imported premium and specialty brews are increasingly finding favour with Singaporeans.
Asia Pacific Breweries (APB), which produces the country's favourite beer, said the market for brands like Heineken, Stella Artois, Hoe gaarden and Erdinger has been growing by more than 8% a year since 2002.
This is even though they cost more than so-called “popular premiums” like Tiger and Carlsberg. They now account for about 14.3% of the market, according to APB.
Its general manager, Alan Gourdie, 43, said: “The category's valuable as these cost more than popular premiums. And its growth is good for the development of the beer industry because the new brands draw in more drinkers and generate interest in beer.
Based on APB's statistics, in the past three years, demand for popular premiums has fallen slightly, as has that for stout.
It is a natural part of the beer market “evolution,” said Gourdie.
InBev, the world's biggest brewer, though a distant third in market share with 3%, has gained from this trend. – The Straits Times/ANN