Cerman-style beer,

Brewers get ahead in export market

brewed in the South Pacific, is about to make a major effort in the competitive Hawaii market.

Western Samoa Breweries Ltd hopes to be able to fund all imports of packaging and raw materials from export earnings within the next 12 months.

The company is aiming at the Hawaii market with its 350 ml export lager bottles, with a modified up-market label.

The target is to sell between 1500 and 2000 cases a month after an introductory phase, said manager Mr Wolfgang Hofmann.

It was an expensive risk, he told PIM, but one that the brewery had to take. “Obvious ly, small breweries do not have the mighty power of large con cerns, so we have to find a niche in the market,” said Hof mann.

It required very thorough market segmentation, with target groups clearly defined for effective promotions.

“We brew in the German beer tradition,” he said, “and tastings carried out have given us a very promising, positive response. ”

The company, with a work force of 90, also brews San Miguel under licence. The Brauhaase group of Hamburg, West Germany currently pro vides brewing consultancy and management services.

The expected 1986 output of 4.5 million litres is split 85 per cent for the domestic market and 15 per cent for export. The company’s market leader, Vaili ma beer, accounts for 80 per cent of local sales and 60 per cent of exports.

The company is owned by the Western Samoa govern ment (54 per cent), the West German government finance company (12.7 per cent), the Republic of Nauru (10 per cent) with three private West German investors, the San Miguel Corp and local and overseas inves tors holding the remainder.

Ready for export ... production at Vailima.