ThaiBev rebrands Federbrau
Thai Beverage Group (ThaiBev) has adjusted the flavour and packaging design of Federbrau beer for the first time in nine years in the Thai market.
AC Nielsen’s research on premium product consumption in Southeast Asia revealed consumers are buying 24% more premium food and beverage items in Thailand.
Brands need to adjust themselves to cater to different consumer needs for products and experiences, said Edmond Neo Kim Soon, chief executive for beer business at ThaiBev.
The company relaunched Federbrau in the Thai market last month. It adjusted its flavour and packaging design to meet international brand standards in aiming to reach the premium market.
“It’s the right time to relaunch Federbrau because of the readiness of our team and research that indicates our consumers are looking for something different. The new image of Federbrau will help enhance our beer portfolio in Thailand,” Mr Soon said.
The beer has new bottle labels and sleek cans.
As more young premium beer consumers are looking for distinctive taste and products, Federbrau should be able to fulfil this rising demand, he said.
“We introduced Federbrau into the premium beer market as we see great potential in this segment. Our marketing strategy will focus on German-inspired premium taste. We are confident the new Federbrau beer can appeal to modern premium consumers,” said Mr Soon.
The beer will be distributed through different channels across Thailand from midFebruary, then a wider roll-out is planned throughout Southeast Asia.
“We aim to become the second-largest premium beer brand in Thailand within the next decade,” he said.
Premium beer accounts for 5% of the total beer industry in Thailand and Heineken is the market leader in the premium segment. ThaiBev has three beer brands under its portfolio: Archa in the economy segment, Chang for the mainstream segment and Federbrau as a premium beer.
Torranin Kiatichai, brand director of Federbrau, said it is the only premium German beer brand with German single malt in the Thai market.