From one truck to RM50 million, Sunrise Kinarut is part of a brewing value chain sustaining more than 52,000 livelihoods nationwide
Sabah’s economy has shown consistent growth, with GDP rising from RM77.80 billion in 2020 to RM84.30 billion in 2024, yet for local SMEs, the reality on the ground is more complex. Rising costs, compliance pressures, and intensifying competition from international players have made conditions increasingly difficult for businesses across the state.
Behind every product reaching consumers across Sabah are a network of local businesses helping connect brands, customers and communities. For more than two decades, Syarikat Sunrise Kinarut Trading Sdn Bhd has been one of those businesses, growing alongside HEINEKEN Malaysia while creating jobs, supporting local suppliers and serving customers across the state.
Where it all started
Founded in 2004 by Stephen Voo and now led by his son Andrew as Managing Director, the company has grown from a single delivery truck and shopfront in Inanam into an operation with 30 employees, two warehouses, six delivery vehicles, and annual revenue exceeding RM50 million. Behind those numbers is a story not just of one family’s ambition, but of what becomes possible when a local business is given the right partnership and support to thrive.
“My father always believed it’s better to be great at one thing than mediocre at many. That philosophy still guides everything we do today,” said Andrew.
A Partnership That Drives Growth
The turning point came in 2017, when a deeper collaboration with HEINEKEN Malaysia began to take shape. With dedicated support on the sales and marketing front, the business found new momentum, and by 2019, sales had doubled year-on-year. This milestone reflected not only business growth, but years of collaboration focused on building capabilities, expanding market coverage and strengthening service standards.
Operating across Sabah’s wide geographical spread, where local knowledge and long-standing customer relationships are essential, both companies worked closely together to ensure consistent service levels while reaching more customers across the state.
That support has taken many forms, from business development guidance that helped identify new client outlets, to sales training that raised the team’s confidence and capability, to logistics coordination that kept supply running smoothly as the business scaled. Across Malaysia, HEINEKEN Malaysia’s distributor network contributes to a brewing ecosystem that supports more than 52,400 livelihoods nationwide.
“HEINEKEN Malaysia has been more than a principal partner to us. The business guidance, the training, the support in identifying new market opportunities, these have shaped how we operate and how we grow. In Sabah, you build a business through trust and consistency, and that is exactly what this partnership has helped us achieve over the years,” said Andrew.
When distributors like Sunrise Kinarut grow, the benefits extend beyond the business itself. Growth creates employment opportunities, supports local suppliers and service providers, and strengthens the wider value chain that helps connect businesses with customers throughout Sabah.
Josephine Tang, National Sales Manager, HEINEKEN Malaysia said: “Distributors like Sunrise Kinarut are at the heart of how we connect our brands with communities across Malaysia. Their growth is a direct reflection of the long-term partnerships we invest in and the shared value we aim to create. When local businesses grow, so do the jobs and opportunities for the communities around them, and that is exactly the kind of impact that drives our investment in building a strong distributor network across the country.”
Rooted in the Community
More than 60% of Sunrise Kinarut’s workforce live within walking distance of the warehouse, and suppliers are sourced within a five-kilometre radius. With Sabah’s unemployment rate declining to 5.5 percent in early 2026 and over 71,000 job placements recorded across the state between 2020 and mid-2026, local businesses like Sunrise Kinarut are a ground-level part of that story. Beyond employment, the company has contributed to local school activities, supported homes for the underprivileged, and sponsored the local fire department.
Sunrise Kinarut’s reach extends beyond Kota Kinabalu, serving around 20 rural outlets in the outskirts of the city through dedicated weekly deliveries. Over time, these outlets have come to rely on a consistent supply schedule, ensuring that even communities further from the city centre have access to products through legitimate, regulated channels.
This reflects the role strong partnerships can play in helping local businesses grow and adapt. By supporting distributor capability development through areas such as training, commercial planning and operational guidance, HEINEKEN Malaysia aims to create shared value across its network of business partners.
“Our staff live here. Our suppliers are around the corner. Our customers are the businesses that make this city what it is. When we do well, the people around us feel it too. That is what makes this work meaningful, and it is what a partnership like ours with HEINEKEN Malaysia helps us sustain,” says Andrew.
What Comes Net
Sunrise Kinarut is preparing for its next phase, with a newly acquired warehouse in Inanam set to double current storage capacity and plans to explore artificial intelligence (AI) and data tools to sharpen route planning and operational efficiency. It is a forward-looking move from a business that has already come a long way, having claimed 1st Runner Up in 2023, Champion in 2024, and 1st Runner Up alongside the Distributor Service Excellence Award in 2025 at the Heineken Malaysia Distributor League Award for East Malaysia.
The growth of legitimate businesses like Sunrise Kinarut also serves a broader purpose. Illicit alcohol remains a persistent challenge in East Malaysia, undermining government revenue and displacing lawful businesses. By operating transparently within the regulated supply chain, distributors like Sunrise Kinarut help protect market integrity and the livelihoods of those who depend on it.
From a single truck to a business generating more than RM50 million in annual revenue, Sunrise Kinarut’s journey demonstrates how local entrepreneurship, deep community roots and long-term partnerships can create lasting value. As Sabah continues to grow, businesses like Sunrise Kinarut remain an important part of the ecosystem supporting jobs, local commerce and communities across the state.
“Businesses like ours don’t grow overnight. Growth takes long-term investment, trusted partnerships and the confidence to plan for the future. When businesses are able to operate in a stable and supportive environment, the benefits extend far beyond the company itself, creating opportunities for employees, local suppliers and the wider community,” said Andrew.
