With growing demand for beer in the first half 2022, Dutch beer brand Heineken has taken the opportunity to roll out its new beer product, Heineken Silver into ASEAN markets in the second half 2022.
Brewed by seasoned master brewers using beautifully simple, natural ingredients, Heineken Silver features Heineken’s famous A-yeast and quality pure malt, as well as sustainably sourced barley that supports Heineken’s wider commitments to Brew a Better World. To create the smooth Heineken Silver taste, a unique brewing process ensures every bottle has the perfect ratio of flavors, resulting in a balanced, less bitter taste. Heineken Silver also has a lower ABV (4%).
A global survey commissioned by Heineken showed that many consumers in Asia-Pacific countries, including Thailand, have a preference for smooth and easy-to-drink beer. Heineken Silver is a premium beer introduced globally in 2019, just before the onset of the pandemic. However, it only made its way into Thailand in July 2022, as the year 2020 and 2021 were gloomy years for alcoholic drinks in terms of demand due to the pandemic.
There is an emerging trend in beer consumption over recent years, with beer having a less bitter taste becoming increasingly popular in the local and global markets as new-generation consumers look for drinks that match their needs in terms of premiumisation, accessibility and playfulness, and something suitable for any occasion, including partying with friends, celebrating or relaxing alone. Such behavioural changes have been seen in multiple countries including in Asia Pacific and among consumers aged 20-30.
In Thailand, its marketer Thai Asia Pacific Brewery Group said that Heineken Silver will be the first new product ever launched by Heineken since it entered the market 27 years ago. Heineken Silver was also launched around the same time in the Philippines and can now be bought in 330ml cans and bottles as well as 500ml cans in both on and off-trade retail channels.
