Asia-Pacific breweries shortlists Singapore agencies

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SINGAPORE--Home-grown beer maker Asia-Pacific Breweries (APB) has shortlisted five agencies for theSingapore business of its most lucrative brand, Tiger Beer.

Agencies compeging for the assignment are believed to include incumbent Saatchi & Saatchi, Leo Burnett Co., which handles the Tiger brand in Vietnam and BateyAds, which has APB's lower-end lager brand Anchor Beer.

According to Omnicom Group-owned Interbrand's survey, Tiger Beer is one of Singapore's best internationally recognized brands after Singapore Airlines. The brand enjoys a 60% market share of the country's higher-end lager market and posted sales of $765 million in the region last year.

APB produces lagers Tiger Beer and Anchor Beer in a joint-venture with Fraser & Neave, Heineken. The brewery also has ABC Stout and Baron's Strong in the region.

Copyright September 2000, Crain Communications Inc.

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