APB: What's Brewing: Thai Asia Pacific Brewery Adds Cheers to Portfolio

29 September 2005

Thai Asia Pacific Brewery Adds Cheers to Portfolio

Cheers from Mr Pongtanya (3^rd from left) and staff

Introducing.. Cheers

Enjoying Cheers

Cheers and food. A perfect combination

To capture a slice of the mainstream segment of the Thai beer market Thai Asia Pacific Brewery Co. Ltd (TAPB) launched Cheers Beer (Cheers) in Thailand on 29 September 2005.

Cheers has been designed to surpass the current standards in mainstream beers in Thailand and satisfy a seemingly unquenchable thirst for a brew with medium alcohol content that comes with an average price proposition. Brewed with three premium quality hops from England and the United States and infused with malt and yeast from Europe, Cheers is set to delight its Thai drinkers with its alcohol content of 5.6% as well as its full flavour and smooth taste - a need that has yet to be met previously, according to the findings of TAPB's survey which interviewed over 3,000 Thai beer drinkers.

The introduction of Cheers is consistent with TAPB's long term strategy to become a major player in the 16 million-hectolitre Thai beer market and TAPB aims to capture 5% of the economy segment in 3 years. Mr Panya Pongtanya, General Manager of TAPB, elaborated, "The launch of Cheers Beer is in line with TAPB's long-term strategy to become a portfolio brewer of quality beers. To be a major player in Thailand's beer market, a brewer needs to capture at least a 15% share, and that is what we are aiming to achieve within the next 3 years. Cheers Beer will contribute significantly to that goal."

As the brand suggests, Cheers is positioned as a "cheerful and fun" beer which targets the 22-30 year-old urban consumers. To promote and generate sampling opportunities for the brand, TAPB is investing over Bht 400 million in an extensive sales and marketing campaign that adopts a variety of media including national television, radio, print and outdoor billboards.

As TAPB rollsout Cheers nationwide, the brand's distribution channels include some 5,500 modern trade outlets including supermarkets and hypermarkets; 260,000 stores; and over 9,000 mid-range restaurants, eateries, pubs and bars.

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