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TAP Group, brewer and distributor of premium beers such as Heineken, Tiger, Cheers, Guinness and Kilkenny, recently unveiled Strongbow, the best-selling apple cider brand from the UK.
The premium cider brand’s target audiences are Thai millennials between 20 and 35.
The company also plans to roll out activities under “A Fresh Remix of Nature” brand, including marketing activities to increase sales volume and occupy a market share with total number of 500,000 litres, in order to become the leader in the apple cider market in Thailand.
Pattapanee Ekahitanond, Heineken and Strongbow Marketing Manager, TAP Group said: “As the company that has been managing and doing marketing for a global premium brand like Heineken, together with a wide range of premium alcohol products in our portfolio, we saw a great opportunity to add an alternative quality beverage like Strongbow into the family.
Additionally, drinking behavior of our target audiences are now changing; they are looking for alternative options when purchasing beverages. Strongbow makes form the real apple, manufactured in Hereford, England, which is famous around the world for its apple orchards.
“For Thailand, cider market in 2017 is worth Bt30 million, with 120-per-cent growth. The main growth factor comes from the popularity of apple cider among Thai ‘Gen M’ drinkers, who constantly look for new opportunities to socialise and seek new things to bring their special occasions to live.”
As for Strongbow’s marketing activities, Pattapanee added: “Experiential marketing is the strategy that we use to communicate with our target audiences under ‘A Fresh Remix of Nature’ brand position statement. Strongbow’s marketing activities will be in the form of music and lifestyle platform with the unique style of Strongbow which aims to connect directly with our target audiences.
“Strongbow comes in two distinct flavours including Gold Apple and Red Berries at the price of 59 baht per bottle … For all the reasons above, we believe that Strongbow will be the leader of apple cider market in Thailand by the year 2018,” Pattapanee said.