Boosted by an improvement in domestic beer consumption in the first half, Thai Asia Pacific Brewery Group (TAP), the marketer of Dutch beer brand Heineken, has rolled out a new beer product for the first time since Heineken entered the Thai market 27 years ago.
According to marketing manager Teerapat Pongmaytee, overall consumption of premium beer declined during 2020 and 2021 due to the pandemic but demand has turned around in the first half of this year after the country's reopening and outlets that sell beer were allowed to reopen as normal.
Heineken sales also saw double-digit growth in the first half, he said.
"We've seen a consistent improvement in the premium beer market on a monthly basis. Demand for both in-home consumption and trade has increased with a positive trend," he said.
"Despite the overall cost of living rising because of the oil price hike and inflation, sales in the premium beer segment remain intact."
Marketing director Ee Lin Loh said the company has seen an emerging trend in beer consumption over recent years, citing beer with a less bitter taste becoming increasingly popular in the local and global markets as new-generation consumers look for drinks that match their needs in terms of premiumisation, accessibility and playfulness, and something suitable for any occasion, including partying with friends, celebrating or relaxing alone.
Such behavioural changes have been seen in multiple countries including in Asia Pacific and among consumers aged 20-30.
Heineken's global study also indicates that multiple consumers in Asia-Pacific countries, including Thailand, have a preference for smooth and easy-to-drink beer.
Heineken, as the market leader in the premium beer segment, therefore launched "Heineken Silver", its first new beer product in 27 years, when the Dutch beer first entered the Thai market.
This new beer was introduced globally in 2019. With great consumer feedback in Vietnam and China as well as a high score on product tests in Thailand, the company launched this new beer in Thailand in July.
Thailand is the fourth country where Heineken Silver has been introduced. Now this new beer has been made available in 22 countries worldwide.
"Beer players in Thailand reduced their beer bitterness levels a decade ago. For Heineken, we believe it is the right time to launch this new beer to the market,'' she said.
Brand manager Munchuta Goaysomboon said Heineken is set to beef up marketing activities including music marketing for the new beer product.
Heineken Silver is the sponsor of the "Maho Rasop Festival" to be held in Bangkok between August and November.
