Diageo has announced that Ms. Kwee Eng Thien, assistant managing director of the Singapore Economic Development Board (“EDB”), this week opened Diageo’s flagship Asia Pacific Technical Centre in Singapore. The new facility realises an important strategic milestone for Diageo and underscores the Company’s commitment to expanding its foothold in Asia Pacific, the largest spirits market globally.
Diageo expects Asia to account for 20 percent 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. The Technical Center employs about 30 technical staff that will lead in innovation, quality and assurance, and environmental sustainability. Sited in Tuas, it will enhance Diageo’s liquid and packaging development capabilities in Asia Pacific, supporting Diageo’s brand change and innovation initiatives across its entire brand portfolio in Asia. The center’s location in Singapore will also enhance Diageo’s customer service capabilities in the region, enabling shortened response times to enquiries from regional markets and faster testing results.
Aligning Diageo’s supply chain operations to the region’s immense potential, the company says the facilities at Tuas were developed against a business strategy to promote agility, faster response time, quality output and increased collaboration; essential characteristics to succeed in a region that is complex, fast-paced and volatile.
“Today, spirits consumption in Asia Pacific is the highest globally and a third of the world’s wealthiest people are in Asia. For a number of years, Diageo has been aligning its strategy and investment in infrastructure, such as the new Technical Centre in Singapore, to realise the potential of new emerging markets and the growth in premium quality products and luxury brands in Asia. With the addition of the Technical Center to our supply chain capability, we will be able to maintain our exacting standards of product quality and innovation, cornerstones of our continued success in Asia Pacific,” says Gerry O’Hagan, operational excellence director, spirits & wine, Diageo.
Liquid projects conducted at the center will include the development of concept liquids into commercial products that meet all the necessary quality, flavor and market-specific requirements, as well as assuring on-going production through regular quality and flavour assessment. Bottle and packaging projects will include material testing tests, audits and supplier capability checks.