Coors Beer sees bright future in local market

The chairman of one of the world’s largest beer brewing companies has expressed his optimism over the future success of the Coors brand of beer in the Philippines, even as he signified his continuing support for his company’s partnership with Asia Brewery Inc. (ABI).

Visiting American entrepreneur Peter Coors, chairman of Coors Brewing Co. and vice-chairman of parent company Molson Coors Brewing Co., yesterday met with ABI chairman Lucio Tan Sr. and other ABI executives for an update on their 11-month joint venture with the Philippine-based brewing company.

With Coors were Molson Coors managing director for Asia-Pacific George Mansfield and Asia business development director Jim Wong.

ABI produces and markets in the Philippines two Coors brand, namely Coors Original and Coors Light. The licensing arrangement with ABI is the only one in Asia aside from the one in Vietnam.  Coors also sells its products in Taiwan, Hong Kong, China, South Korea and Japan, mostly through export arrangements.

Coors, the great-grandson of Adolph Coors, who founded the Golden brewery in 1873, said in an interview that the past 11 months had been a time for introducing the Coors brand to the Philippine market. “We’ve taken last year to explain why Coors is a wonderful brand and to get the Filipinos excited about it,” he explained.

Under the joint venture, ABI, is responsible for brewing the beer here as well as selling and distributing the product. Coors said what they bring to the partnership is knowledge of the brand.

He noted that Filipino consumers are looking for something new and for a lighter tasting beer that has more energy.

Coors is the only locally produced international brand in the Philippines. “It is complementary to ABI’s own brands,” the visiting beer executive said.

As a Colorado-based company, Coors is associated with the Rocky Mountains. “We offer beer that is refreshing and designed to be very cold. You know when it is cold enough to drink  because our bottles use the thermocromic back label, a technology unique to us,” Coors pointed out. ABI imports the labels from the United Kingdom.

Coors notes that Filipinos like their beer cold. “In the UK, we have the brand Carling. Our idea is for a super cold beer and we are developing technology for draft beer that is super chilled. Even Guiness has super cold beer. We are also developing this technology in the US. Maybe, we can bring this technology to the Philippines,” he said.

Part of Coors’ proposition, he pointed out, is ‘making friends.’ “In the Philippines, there are more young people of drinking age who want something new. It will take some time though before we can get them to stick to the brand.

The goal of the sales organization therefore is to keep the brand fresh in the minds of the consumers. Eventually, they try the brand, they like it, they tell their friends,” he explained.

In the Philippines, Coors said they are now at a point where they have laid a solid foundation. “We are beginning to see other accounts being interested in the brand,” he added.