HEIM - July 2019

  • Company Name: Heineken Malaysia Bhd
  • Symbol: HEIM
  • Code: 3255
Heineken Malaysia Bhd is another leading alcohol brewer in Malaysia. The company involves in the brewing, manufacturing, packaging, marketing and delivering of beverages, mainly alcoholic. The company’s portfolio consists of the company’s flagship brands including Heineken, Tiger, and Guinness,  and other key products such as Strongbow, Apple Fox, Anchor, Anglia Shandy, Malta, and others. 

The company was formerly recognized as Guinness Anchor Berhad and the company’s name was reformed as ‘Heineken Malaysia Berhad’ officially on April 2016, ultimately owned by Heineken NV (one of the global famous organisation of international brewer that based in the Netherlands).


The company is continuously innovate to growth its market share. We observed that the cider market could raise in demand due to the growth of demand for gluten-free drinks and preference for low alcohol beverage. Apple Fox was launched by the company in 2017 to acquire more cider market share within the Malaysia. Due to its cheaper price and fresh product image (apple + fox), it gains attraction from the crowd and it is still growing. Alternatively, another cider brand from the company is Strongbow which has been a stable cider brand in Malaysia and successfully deliver constant growing based on the annual reports.

With the increase of healthy conscious customers, the company recently launched 'Heineken 0.0' with 0.0% alcohol lager beer by double-brewing with 100% natural ingredients, removing the alcohol in a natural process and blending to include the fruity flavor and malty notes. A campaign is launched to support the new brand #NowYouCan. It is worth to note that, this new brand is only applicable for the non-muslim customers as clarified by the company since there are rumour mentioned that the new brand can be bought by all type of customers.

The company also introduced 'Drinkies' during the AGM 2019 and demonstrated how it works. Drinkies allows customer to order their preferred drinks through its website or app and deliver the chilled drinks to the doorstep within 60 minutes. Quite a few friends tested and their services are decent. You may have a try to provide more feedback to the company as it aims to improve their deliveries and provide quality services.

Analysts from various sources are suggesting 'hold' call with the target price ranging from 21-25.

Some risks to be considered including:
  • Illicit trade market situation of alcoholic beverages
  • Price hike could affect the growth of sales volume
  • Malaysia might raise the duty on alcohol



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