 Promoting the Draft Denmark beer at Beerfest.
Photos by Sim Kih |
Arthur Quek, the Executive Vice President of Danish Breweries, was formerly the regional sales manager of Heineken Asia Pacific. He spoke to NextInsight at Beerfest Asia 2018 on 31 August (Friday) about how the beer business complements No Signboard Holdings' other business segments.
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- Arthur Quek |
Visit No Signboard seafood restaurant and you can enjoy our famous chilli crab paired with a chilled Draft Denmark Beer. Q: What synergy does an in-house beer brand like Draft Denmark provide for No Signboard’s traditional seafood business?
One of our strategies is to distribute our beer in organized retail channels like hypermarkets, supermarkets, and restaurants.
No Signboard is a well-established seafood joint in Singapore and has been around for many years.
Draft Denmark can add value to No Signboard Seafood's food pairing strategy. Visit a No Signboard seafood restaurant and you can enjoy No Signboard chilli crab paired with chilled Draft Denmark Beer.
Lim Lay Hoon, Executive Director, No Signboard Holdings with signature No Signboard dumplings at Beerfest Asia 2018.
Q: What are your distribution strategies for Draft Denmark?
We want to be represented in all channels -- from night entertainment outlets, restaurants, traditional coffee shops, hawker centers to supermarkets and provision stores where you can get a draft beer and enjoy it at home.
Q: How does your partnership with distributors like Yeo Hiap Seng accelerate your business growth?
Yeo Hiap Seng is a reputable company with great products that Singaporeans are familiar with. They also have an extensive distribution network via various channels such as supermarkets, convenience stores, coffee shops, hawker centers, etc. This strong distribution partner assists us in making our products more accessible to consumers and widens our distribution channels. 
Lifestyle reporters enjoying Draft Denmark with a lager beer sales promoter at Beerfest Asia 2018.
Q: How do you define success for a beer brand?
We are unlike the international and local big brands in that we are not competing for market share. We are focusing on healthy growth, profitability, and strong product distribution.
Q: What success have you had for Draft Denmark?
To improve our product offering, we are working on the launch of new SKUs and a brand new look as well as making our beer more acceptable in the market.
To expand our sales, we are looking at the selection of our trade partners so as to achieve a ‘win-win’ situation with all parties.
Our effort to turn around the business includes the recruitment of a few veterans and talents in the beer industry. With their invaluable experience, we are able to identify more opportunities and plug the gaps in the business.
Q: What expansion plans do you have for Danish Breweries?
We will increase our SKUs, i.e. the different pack types for our Draft brand and expand into the export market when all the necessary SKUs are ready.
Besides expanding our Draft brand, we will be conducting a more thorough study of the local beer market so as to develop and introduce various categories of beers and new brands to the local consumers.
