Jakarta. Multi Bintang Indonesia, the country's largest brewer, has started exports of its flagship product – Bintang Beer – to the United States as part of ongoing efforts to increase demand and expand its market.
The shipment, which departed from Tanjung Priok Port in North Jakarta on Monday (13/08), marks a new milestone in the company's efforts to expand its global reach, after sending its first shipment of beer to South Korea in May.
"We are very proud that Bintang Beer, which is produced by Indonesians, will now be available on four continents," Multi Bintang Indonesia president director Michael Chin said in a statement on Monday.
Achmad Sigit Dwiwahjono, acting director general of agro-industry at the Ministry of Industry, was quoted in the statement as saying that tax revenue from the sale of alcoholic beverages increased 2.63 percent to Rp 5.27 trillion ($360 million) last year.
Multi Bintang is interested in capturing a share of the US market, mainly banking on a high demand from surfers who have visited Indonesia.
Aside from being popular among surfers, there is also a growing demand for Bintang Beer in Southeast Asian restaurants in the United States.
"I welcome and have the highest appreciation for Multi Bintang Indonesia, who has expanded its market to the United States through the export of Bir Bintang," said Rosemary Gallant, senior commercial officer at the US Embassy in Jakarta, as quoted in the statement.
Bintang Beer will be sold in cans instead of glass bottles as it is considered more environmentally friendly due to being easier to recycle.
The lager will be available at Indonesian and Southeast Asian restaurants, at shops near popular surfing areas, premium supermarkets and various beverage chain stores in the United States.
"These consumers are looking for authentic products as they would love to drink beer imported from Southeast Asian countries. It is a good opportunity for us to bring Indonesian flavors to the United States," Michael said.