Thai Asia Pacific Brewery Group (TAP), the marketer of Dutch beer brand Heineken in Thailand, is capitalising on the popularity of products featuring yuzu fruit flavours by collaborating with BSJ Production Co, the operator of Yuzu House by Honey Moni stores and a leading importer of yuzu-based products from Japan, to develop a non-lager beer to cash in on the festive season.
Pattapanee Ekahitanond, the company's marketing director, said "Cheers Selection Japanese Yuzu", a recently launched beer flavoured with yuzu, is scheduled to be made available via all channels by the end of 2023.
Positioned as an affordable premium beer, the product aims to bolster TAP's premium beer segment and tap into the popularity of products featuring the yuzu fruit in Thailand over recent years, she said.
A yuzu is a small, bumpy, citrus fruit from Japan that looks like a smaller, rounder lemon or a yellow lime.
Yuzus are used in a variety of food and beverage items such as speciality coffee, ramen, sodas, desserts and bakery items.
"The beer is being introduced during the festive season, targeting a new generation of drinkers seeking beverage options for casual celebrations with friends," said Ms Pattapanee.
The launch of this product marks the first time in 28 years that TAP has joined forces with a partner to co-develop a new beer, expanding the customer base for both entities, she said.
The beer will be distributed through modern trade channels, including the Yuzu House by Honey Moni outlets located at Iconsiam, Suthisan, and at six branches of Donki Mall, said Ms Pattapanee.
The seasonal beer is scheduled to be available from November 2023 through February 2024.
She said the company expects the product to reach more than 2.5 million consumers during the festive season.
The target demographic for the new beer is people aged 20-34, aligning with a growing trend for low-alcohol beverages featuring fruity and refreshing flavours.
Consumers in this segment increasingly seek low-alcohol, flavourful and seasonal products with distinctive characteristics that offer a new experience, said Ms Pattapanee.
The company predicts the beer will be welcomed by drinkers as Thais are familiar with yuzu, given its widespread use in various food products and beverages, she said.
TAP has set an ambitious target of selling 600,000 to 700,000 cans of the beer during the four-month launch period, said Ms Pattapanee.
Thailand's beer market is estimated to be worth 260 billion baht per year, with an average growth of 6% annually. Within this market, the non-lager beer segment, estimated to be worth 1.8 billion baht, has experienced a robust growth of 7.4% per year.