Taiwan Beer poised to take 1% of the mainland market

Updated: 2009-11-05 08:28

(HK Edition)

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TAIPEI: Mainland sales of Taiwan Beer, a brew made by the government-owned Taiwan Tobacco and Liquor Corp (TTLC) are expected to reach NT$30 billion in three to five years. That will account for about 1 percent of the mainland beer market, TTLC Chairman Wei Po-tao said yesterday, during a legislative session, Wei said the company has estimated that sales of Taiwan Beer on the mainland will reach NT$200 million this year and NT$1.5 billion next year.

If that proves the case, the company's return on its investment of NT$260 million in sponsorship for the 16th Asian Games slated to be held later in the month in Guangzhou, will be realized in 2010, Wei noted. TTLC has been named as the official Beer Partner for the games.

He also rebutted media rumors that the company had invested NT$400 million in the games.

If the goal of NT$30 billion in sales is reached, Wei went on, the company could make a profit of NT$4.5 billion, which he said could be used to create 1,000 jobs in Taiwan.

Mainland residents consume about 113 billion liters of beer annually, of which 1 percent would translate into Taiwan's total beer consumption for a whole year, Wei said.

China Daily/CNA

(HK Edition 11/05/2009 page2)