September 22, 2024 | 12:00am
MANILA, Philippines — San Miguel Brewery Inc.’s Red Horse Beer has proven its strength as it punched its ways to the list of the 30 most valuable brands in Southeast Asia.
Red Horse Beer was the only Filipino brand that made it to Kantar BrandZ Top 30 Most Valuable Southeast Asian Brands for 2024.
With its brand value increasing by 11 percent year-on-year to $1.45 billion, Red Horse Beer ranked 26th on the list of the region’s industry front-runners.
Red Horse Beer is a strong, high alcohol beer sold in 71 markets outside of the Philippines. It is one of the many beer brands offered by San Miguel Brewery.
Red Horse Beer goes through a double fermentation process that results in a higher alcohol content than most beers.
“The brand’s communications associate Red Horse with daring, bold masculinity wrapped up in the local term astig (cool), but they have recently adapted to feature women as lead characters who also embody rebellion and astig,” the Kantar report said.
“The brand was linked with rock music events for many years but now supports other youth cultural activities, such as sports and gaming. It uses memes and funny videos on its YouTube channel, Lakas Tama (strong hit). The brand also promotes responsible drinking,” it said.
Overall, the Kantar BrandZ’s 30 most valuable Southeast Asian brands this year are valued at $131.25 billion, up by 10 percent from last year.
Jakarta-based banking giant BCA retained its crown as Southeast Asia’s most valuable brand with a brand value of $28.27 billion.
Indonesian commercial bank BRI came in at second, followed by Singapore’s DBS, Thailand’s AIS and Indonesia’s Mandiri.
Completing the top 10 most valuable brands in the region were UOB, Shopee, Telkomsel, Marina Bay Sands and True.
Financial services brands accounted for 12 of the top 30 brands and for 60 percent of the ranking’s total value this year.
Red Horse Beer is one of only two alcohol brands in the ranking, the other being Tiger, which ranked 27th.
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