History

APB debuted in the Chinese market in 1988, when it bought into Shanghai Mila Brewery, a joint venture. In 2001, APB's acquisition of near full ownership of Shanghai Mila saw the company's transformation into Shanghai Asia Pacific Brewery Co. Ltd. (SAPB).

One of APB's strategic assets, SAPB has made great strides in Shanghai and Eastern China thanks to its management expertise and advanced brewing technology. It is the first Shanghai brewery to attain ISO9002 Quality Standards. Its total capital investment has increased from US$30 million, in 1989, to over US$100 million, at present. Thanks to Heineken Group's brewing techniques, Reeb Beer, SAPB's main brew, has been popular among Shanghainese for over a decade. As of present, over 1.5 billion bottles of Reeb have been brewed and sold - enough to circle the Earth 8 times.

In 1993, annual sales of Reeb Beer topped 100,000 tons, making SAPB the first brewery to achieve such volumes in the history of Shanghai brewing.

In 1995, Reeb Beer was judged as one of China's National Food Industry's "Famous Brands".

In 1997, SAPB was also honored with the title of a "AAA-grade Corporate Image".

In 2001, Reeb won the fortieth Monde Gold Award.

In a decade of development, SAPB has continually emphasized employee training. Many SAPB technicians and managers have traveled to Holland and Singapore for training, apart from regular internal upgrading programs. As a result, SAPB has a top-notch team, comprising professionals strong in management experience, and skillful in applied brewing techniques.