BEER IN

SINGAPORE
Market and Competitor Analysis

Small population of just around 5.2mn in
Singapore

Heavily reliant on the tourism industry and
inflows of foreign labour for its growth.

Very mature market

Wide range of beers on offer

Forecast strong value sales growth of
21.6% between 2014 and 2017.

Rising expatriate levels and a robust
tourism scene spell optimism for the
sector.

Protect market share from erosion
Promotional investments needed to capture the
attention of the discerning Singaporean
consumers

Rule premiumisation out as an avenue for
explosive growth in the domestic alcoholic
drinks market.

Distribution channels
Source: Marketline Report (Aug 2013)
Market Share
Source: Marketline Report (Aug 2013)
Beer Market Volume Forecast
Forecast Beer Market Volume
Source: Marketline Report (Aug 2013)
Heineken
Positioned as
premium, worldy
Appeals to slightly
older market
segment:
the established
MOTW
Passion points:
Music
Design

Recent campaigns
Campaigns are witty, featuring the worldly-wise
MOTW protagonists
The Odyssey (Feb 2014)
Featuring 20 Legends
E.g. Bird Caller, Bottle Slider
Celebrating the hidden talent in every man


TIGER BEER
Cheapest beer ($5.35)
Appeals to youth (younger than
HKNs MOTW)
Passion points:
Football -- Music -- Street
Art

Strong Asian influence

Tiger Twist MV
Launched 7 Jan 14
MV premiered 31 Jan 14
Crowdsource fan videos

Collaboration with Victo Ngai
Hong Kong illustrator
based in New York
Festive
Promotions
Tiger Street Football
Play along Fabio Cannavaro (1 Oct 13)
Digital and on-ground activation
Facebook photo contest Approved by Cannavaro
Fans submit photos and most liked gets to play along Fabio
Meet and greet
Tiger Radler

Launched 29 November
Lighter taste to cater to
women

Tiger SG Facebook
912k likes (acts as global
page too)
Reposts of fans Instagrams
Time-conscious posts
Seasonal/Festive
Football match days
Movember

CARLSBERG
That calls for a Carlsberg
Seeks active, adventurous beer
drinkers
Encourages them to step up and do
the right thing.
Festive Promos
CNY giveaway
Roadshows at
coffee shops,
hypermarkets
Pushing through
modern trade
channels
#JoinTheRide
Global campaign (Sept 13)
Fully integrated marketing campaign
Packaging, POS, print, outdoor advertising, digital
and PR, across the world.
Wheres the Party?
Social media and on-
ground activation, OOH ads
Facebook app, hit squads
Fans need to play the game
regularly for an extended
period to win.
Test Your Faith
Digital and on-ground
activation
Microsite created,
Facebook posts
BAs at events to
encourage users
Football fans to pledge
their faith for their
favourite teams
E.g Chelsea wins or I shave
my eyebrows!
Facebook Fan Engagement
1.5m likes
Mostly football posts
Starting to have posts about trendy things
(Painter) and Tech (USB)
Most liked posts: CNY post (98), Beer
Thumbdrive (103)
Kronenbourg 1664
Strong emphasis on French heritage (French
Art of Pleasure)
Fashion, Art, Photography
The Farmers of
Alsace
Featuring Eric Cantona
French actor/former
footballer
Digital, social media,
outdoor campaign

https://www.youtube.com/watch?v=2kfqsbABHr8
Signs of Attraction
Mar 2012
Digital and on-ground
Facebook-based dating
app
Cupid parties
Kronenbourg Facebook
39k likes
Posts emphasising their French
origins
French Kiss, Brussels lace, Eiffel Tower
Light-hearted jokes, posts about
finer things in life
Movies, Food, Music
Guinness
Irish Stout
Emphasis on Irish roots
The Script (Irish band) as
brand ambassadors
Guinness
Made of More
Inspiring ads
Barnes Olympic twins
January 30 expiry
Urgency introduced
Drove more views to
video
Previous video:
Basketball
3,100 likes on FB


Local Festive Promos
Red packet giveaway
Guinness by the Bay
Facebook Contest
Guess the words on the bottle
Reunion dinner for the
winners at Gardens by the Bay

September 24 annually
Festival to celebrate Founder
Bands invited to perform

Pre-event On-ground
activation
Acts of Boldness

Deeper level of
participation

Pop up booths set up for
people to prove their
boldness & win tickets
Busking, Mystery Tap,
Cheers


Arthurs Day
ERDINGER
German wheat beer
Emphasis on German roots, culture
German festivals
Oktoberfest
Maifest
Spring festival (May 13)
Erdinger SG
Facebook
11k likes
Regular Facebook
contests
Information about
products, German culture
(e.g. Oktoberfest
etiquette)
Other competitors
Craft beers
Ciders
Microbreweries
Taking up market share
for on-premise
consumption
Caters to Singaporeans
desire for beers different
from mainstream
offerings
Wine is an emerging competitor
Due to rising affluence
and change in tastes
Singapores position as
a trade hub for
wine export
Increased distribution
channels

Other competitors
Business threats
Carlsberg are keen to expand their influence
in the Asia Pacific region, with speculation
around a possible acquisition of Tsingtao
Brewery or Beijing Yanjing Brewery .
Such an entrance by Carlsberg into the region
will significantly increase the competition.
Forecast
Alcoholic drinks value sales are forecast to
grow by a CAGR of 5.0% between 2014 and
2017, to reach SGD1.81bn.
Beer will continue to dominate the
Singaporean alcoholic drinks sector and is
forecast to increase by a CAGR of 5.0% in
local currency value terms, to reach
SGD1.3bn by 2017.