World-leading premium drinks business, Diageo announces the opening of its flagship Asia Pacific Technical Centre in Singapore.
Inaugurated by Ms Kwee Eng Thien, Assistant Managing Director of the Singapore Economic Development Board (EDB), Diageo’s new technical facility realises an important strategic milestone for the company and underscores its commitment to expanding its foothold in Asia Pacific, the largest spirits market globally. Diageo expects Asia to account for 20% of its global revenue by 2015.
The opening of the Technical Centre represents a direct investment as part of this growth strategy, by expanding the company’s existing Asia Pacific Hub in Singapore. Employing about 30 technical staff who will lead in Innovation, Quality and Assurance, and Environmental Sustainability, the Technical Centre will enhance Diageo’s liquid and packaging development capabilities in Asia Pacific, supporting its brand change and innovation initiatives across its entire brand portfolio in Asia.
The scope and rigour of the tests that will be conducted at the Technical Centre demonstrate Diageo’s emphasis on product quality while the centre’s location in Singapore will also enhance the company’s customer service capabilities in the region.
Aligning Diageo’s supply chain operations to the region’s immense potential, the facilities at the Technical Centre have been developed against a business strategy to promote agility, faster response time, quality output and increased collaboration.
Gerry O’Hagan, Operational Excellence Director Spirits & Wine, Diageo explains that spirits consumption in Asia Pacific is the highest globally and a third of the world’s wealthiest people are in Asia. Correspondingly, Diageo has been aligning its strategy and investment in infrastructure to realise the potential of new emerging markets and the growth in premium quality products and luxury brands in Asia. The addition of the Technical Centre to its supply chain capability will allow Diageo to maintain its exacting standards of product quality and innovation.
Liquid projects conducted at the Technical Centre will include the development of concept liquids into commercial products that meet all the necessary quality, flavour and market-specific requirements, as well as ensure ongoing production through regular quality and flavour assessment. Bottle and packaging projects will include material testing, audits and supplier capability checks. The Technical Centre also boasts specialised processes that will evaluate complex, multi-part packaging typical of limited-edition or super premium products, which are priority categories to drive the growth of Diageo’s business in Asia Pacific.
According to Joy Rice, Supply Chain Support Director, Diageo Asia Pacific Supply & Procurement, Singapore’s proximity to key Asian markets in addition to a pool of high calibre talent and solid infrastructure makes it an ideal base to site Diageo’s regional supply chain capabilities. Establishing the regional Technical Centre in Singapore will enable the company to respond quickly to the demands of the region, capitalise on the growing appetite for localised, customised and super premium offerings, in addition to strengthening its reputation as one of the leading providers of premium drink experiences.
The Technical Centre is the third Supply facility to open as part of Diageo’s Asia Pacific Hub in Singapore, joining a distribution and product finishing centre and super premium finishing centre, dedicated to supporting regional markets with enhanced service and delivering small-batch super premium/limited-edition customised orders.
The Supply facilities complement Diageo’s significant branding and marketing functions in Singapore, which include the Reserve Brand management team and the global travel retail team. Following the opening of the Technical Centre, Diageo now employs 350 employees in Singapore of a total of 2,400 in Asia Pacific.
Ms Kwee Eng Thien, Assistant Managing Director of the EDB, congratulated Diageo on setting up its Technical Centre in Singapore.