Edmond Neo Kim Soon, CEO Beer product group, pointed out that a recent research work on premium products consumption in Southeast Asia conducted by international research company AC Nielsen shows that Southeast Asian consumers are now likely to spend more on consumer products, particularly in the premium food and beverage segment.
The research ranked Indonesia first in the region for this trend, while Thailand came second with a 24 percent increase in consumption of premium foods and beverages last year. The increase is partly because consumers today are willing to pay more for better products.
Although sales in the Thai premium beer segment currently represent only 5 percent of the entire beer market, considered a small proportion compared to other markets, the research findings clearly reflect the growth trend.
Thailand has steadily seen an emergence of new imported premium beer brands. With a total economic value of Bt7.2 billion, Edmond believes Federbräu could succeed in penetrating the Thai premium beer market.
“We decided to introduce Federbräu to the Thai premium beer market as we believe there is strong growth potential. New-generation consumers want products that help support their image, while favoring beverages with a unique and distinctive taste. Federbräu can fulfill their demands,” the CEO said.
Federbräu’s marketing strategies feature distinctive images through newly-designed packaging, label and logo, with new communication channels to enhance the beer’s modern image. The design and unique identity with eye-catching lines, draws inspiration from the renowned German Bauhaus art and philosophy, which is characterized by simplicity, distinctiveness, and a timeless design.
The packaging has also been upgraded, with the use of advanced technology Pressure Sensitive Labels for bottles and the newly-developed sleek can to promote the image and convey a “sense of quality” in line with the German tradition.
Toranin Kiatichai, brand director of Federbräu, said Federbräu is imbued with the art and craftsmanship of German brewing. It is produced from German Single Malt, directly imported from Germany, which provides unique flavor and aroma. The beer contains 5 percent alcohol, making it easy to drink. The primary packaging includes a 620-ml bottle, 320-ml small bottle and 320-ml sleek can.
The word Federbräu comes from the German words of “Feder” meaning feather, and “Bräu” for brew. It reflects the ideals of the contemporary metropolitan male who is passionate about life, seeks perfection and is meticulous in every detail.
Edmond added that another strength of Federbräu is its competitive price strategy, which he believed would drive sales.
“Thailand and Southeast Asia are our key markets. We have distributed Federbräu across Thailand using various channels since February 2017. The product is also being distributed throughout Southeast Asia Edmond added.