Thai beverage goes premium to challenge Heineken

The launch is in line with its plan to take a share of a growing, lucrative segment.

Its strategy will be to penetrate key urban and provincial areas by taking the "FederVenture" experience to beer drinkers in Bangkok, Chiang Mai, Phuket and other major cities.

Federbrau's first TV commercial is using the "adventure is all around" concept.

Charlie Jitcharoongphorn, assistant vice president of ThaiBev's office of marketing, said: "Previously, with only one key player, increased competition seemed inevitable.

"Federbrau's entry into the premium beer segment has excited the market and noticeably changed the nature of competition over the past few months by offering beer enthusiasts a genuine adventure experience."

The beer targets a 21-29 age group. It expects to gain 2 to 3 per cent of a segment that is expected to sell 100 million litres this year. Its share is expected to grow to 5 per cent next year.

With the beer, the firm will be competing in all segments of the beer market, which is about 2 billion litres with a value of about Bt100 billion. Premium beer commands about 5 per cent of the market.

Beer enthusiasts are expected to welcome the new beer at its launch. The beer is said to possess "unique characteristics", such as being the only beer brewed in Thailand using a manufacturing process that meets the exact German Purity Law, said ThaBev.

ThaiBev strictly adheres to this standard by brewing Federbrau from four natural ingredients: water, hops, yeast and malt extract.

The brewer said the brand projects an "approachable personality" and reflects a "fun, cool and appealing" image.

Its roadshow tested its popularity at top entertainment spots in the capital. The campaign will run through the second half of the year.

Federbrau has also launched a 3D marketing programme, with its first TV commercial as its key activity. Entitled "Terminal", the ad, which began airing last Tuesday, played on its "adventure is all around" theme.

The firm is also using newspaper ads and several outdoor display channels to promote the beer.

 "We believe Federbrau will soon be the premium choice for people between 22 and 29 years old," he said.

These customers see themselves as "confident, loving freedom, embracing challenges and constantly looking for something special to enhance their sophisticated lifestyles", said the company.

With its Red Feather symbol, Federbrau will also be encouraging its drinkers to perform "good deeds", Charlie said.

It comes in several sizes and the canned version will sell for Bt34.