The Jakarta Post - Magazine - - Culture -

Afa­vorite drink is a mat­ter of choice. But it is a given that the bev­er­age cho­sen to be served at in­ter­na­tional gath­er­ings or events must meet gen­er­ally ac­cepted stan­dards of qual­ity and taste.

Pub­licly listed bev­er­age pro­ducer PT Multi Bin­tang In­done­sia Tbk, with its long and proud his­tory in In­done­sia, has al­ready shown that its Bir Bin­tang brand meets in­ter­na­tional qual­ity stan­dards as the se­lected drink for world-class events, in­clud­ing the on­go­ing APEC meet­ing in Bali. It is also In­done­sia’s fa­vorite beer among its res­i­dents and visi­tors.

”As a rep­utable and re­spon­si­ble brewer in In­done­sia, Multi Bin­tang fo­cuses on de­liv­er­ing qual­ity prod­ucts. This com­mit­ment to qual­ity has made our prod­ucts the pre­ferred choice amongst lo­cals and tourists,” said Multi Bin­tang Pres­i­dent Di­rec­tor Michael Chin.

Multi Bin­tang con­sid­ers APEC a highly valu­able event in dis­play­ing our proud prod­uct port­fo­lio to the in­ter­na­tional com­mu­nity.

“Cer­tainly, we all take pride in In­done­sia be­ing the host of APEC this year,” he said.

“As part of the in­ter­na­tional busi­ness com­mu­nity and pro­ducer of iconic Bir Bin­tang, Multi Bin­tang hopes that APEC meet­ings can run smoothly and pro­duce good re­sults.”

Bir Bin­tang is pro­duced not only to meet the needs of the lo­cal mar­ket but also over­seas con­sumers. There is in­creas­ing de­mand for the prod­ucts from abroad, which ac­cord­ing to Chin, has been driven by for­eign tourists who are ex­posed to the prod­uct dur­ing vis­its to In­done­sia and are left with a pos­i­tive im­pres­sion.

“We hope we could meet the in­creas­ing de­mand from ex­port mar­ket in the near fu­ture, which will lead to Bir Bin­tang go­ing in­ter­na­tional and be­ing avail­able in more coun­tries,” he said.

Cur­rently, Multi Bin­tang ex­ports Bir Bin­tang to Sin­ga­pore, Ja­pan, Aus­tralia and the Nether­lands.


Multi Bin­tang’s pres­ence has been closely re­lated to In­done­sia’s tourism in­dus­try.

“Multi Bin­tang con­tin­ues to sup­port In­done­sia’s tourism through the pres­ence of our prod­ucts in var­i­ous tourist spots, ho­tels, restau­rants and cafés across In­done­sia,” Chin said.

“Bir Bin­tang is a prod­uct that In­done­sian con­sumers take pride in, and it has also be­come the fa­vorite of for­eign tourists.”

The suc­cess of the prod­uct is also a boon for lo­cal work­ers.

“Based on a study con­ducted re­cently, our in­dus­try di­rectly or in­di­rectly em­ploys 250,000 peo­ple that are en­gaged in pro­duc­tion process, sales, mar­ket­ing, raw ma­te­rial dis­trib­u­tors, trans­porta­tion, re­tail sell­ers, stor­age ser­vices and also tourism (ho­tel, restau­rant and café busi­nesses),” he said.

PT Multi Bin­tang In­done­sia Tbk was es­tab­lished un­der the name of N.V. Ned­er­land­sch Indis­che Bier­brouw­er­i­jen in Medan, North Su­ma­tra, in 1931. The com­pany started its op­er­a­tion by open­ing its first brew­ery in Surabaya, East Java pro­duc­ing “Java Beer”. The com­pany cur­rently op­er­ates two brew­eries in Tangerang, Banten, and Sam­pang Agung, Mo­jok­erto, East Java, re­spec­tively.

Apart from Bir Bin­tang, the com­pany is also en­gaged in the bev­er­age busi­ness by pro­duc­ing and mar­ket­ing beer and soft drinks un­der the trade­marks Heineken®, Bin­tang Zero and Green Sands in In­done­sia.

Chin says the com­pany is proud of its In­done­sian her­itage.

“With op­er­a­tion more than 80 years in the coun­try, Multi Bin­tang has be­come part of In­done­sia’s his­tory. The com­pany is also amongst the very first com­pa­nies listed on In­done­sia Stock Ex­change.”

Strong com­mit­ment on the part of em­ploy­ees and their spirit to place qual­ity and in­no­va­tions as a top pri­or­ity have con­trib­uted to its flour­ish­ing op­er­a­tions.

“On top of that our prod­uct, Bir Bin­tang, as In­done­sia’s iconic brand, has won var­i­ous in­ter­na­tional awards thank to its taste and qual­ity. This has be­come a prod­uct that In­done­sia takes pride of and in­creas­ingly pop­u­lar among for­eign con­sumers,” he said.

“We are com­mit­ted to grow­ing to­gether with In­done­sia and pro­vid­ing bet­ter ser­vices to con­sumers.”

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