Heineken banks on tournament drive

Heineken, the Dutch beer brand, remains committed to keeping its brand alive although the demand of the overall beer market is expected to decrease at a double-digit rate for the second consecutive year.

Thailand’s beer market is worth an estimated 180 billion baht a year, with Boon Rawd Brewery Co controlling more than 60% followed by Thai Beverage at 34%. Thai Asia Pacific Brewery Trading Co takes about 3% of the market share.

Teerapat Pongmaytee, marketing manager of Thai Asia Pacific Brewery Co, the marketer of Heineken beer, said overall beer consumption has become tepid since the Covid-19 outbreak in 2020 when the market fell by a double-digit rate.

In its best bid to reach its drinkers when on-ground activities are prohibited and sales from on-premise channels have had to temporarily stop to stem the contagion, Heineken has still kept trying new marketing strategies.

“We’ve learned from the fast-moving consumer goods market that during the crisis, we still have to continue building brand awareness among our customers who are believed to get ready to drink again after the Covid-19 crisis,” he said. “If we don’t do that, we may have to invest heavier to draw them back once the virus situation improves.”

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