Heineken consolidates presence in Taiwan with entry into non-beer alcohol market

 TAIWAN – Dutch brewing giant Heineken has announced its entry into Taiwan’s non-beer alcoholic beverage market with the launch of sparkling wine and spirits.  

This strategic move positions Heineken as the first international brand in Taiwan to operate both a local brewery and offer a diversified wine portfolio. 

Heineken Taiwan revealed plans to introduce three premium wine brands—Nederburg, Pongrácz, and Bernini Classic—sourced from South African producer Distell Group Holdings.  

Heineken acquired Distell in 2021 for 40.1 billion South African Rand (approximately US$26 billion), completing the transaction in 2023. 

This expansion is aimed at capitalizing on Taiwan’s burgeoning non-beer alcoholic beverage market, valued at NT$80 billion. Heineken seeks to leverage its global supply chain and market insights to gain a competitive edge in the sector. 

Zhou Guanting, Business Director of Heineken Taiwan, emphasized the significance of this strategic shift, stating, “The global non-beer market is expected to grow at a compound annual rate of 7.86% over the next five years. By offering diversified products, we aim to meet the evolving preferences of consumers and create richer drinking experiences.” 

According to Taiwan’s Ministry of Economic Affairs, the market for imported alcoholic beverages has grown steadily over the past decade, with an average annual growth rate of 5.5%. 

 Whiskey and wine consistently rank as the top two categories, driven by consumer demand for premium and diverse alcohol options.  

Market research firm IWSR reports that Taiwan’s spirits market has grown at an annual rate of 5.6 percent over the past five years, while sparkling wines have surged at an impressive 9.7 percent annually, , indicating that consumers’ preference for diversified and high-end alcohol products continues to rise.  

Having operated in Taiwan for over 20 years, Heineken became the first international brewer to own a local brewery there in 2022 after reaching an agreement to acquire a subsidiary brewery of Taiwan’s Sanyo Whisbih Group. 

In May 2024, the company announced a TWD13.5 billion (US$414 million) investment over five years to further expand its footprint in Taiwan, which is its second-largest export market globally. 

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