TAP Trading Company Limited, as the importer and distributor of “Guinness,” is intensifying its super premium beverage segment while deploying the communication strategy “It's Guinness Time,” inviting Thais to experience the stories and culture of true Irish people through a beverage with a history spanning over 265 years. The company is launching special activities during the Irish National Day celebrations, or Saint Patrick's Day, throughout March at leading outlets across Thailand, reflecting the culture and drinking habits of authentic Irish people and providing more opportunities for Thais to get to know the brand up close.
TAP, a leader in the premium beverage market with a diverse portfolio covering various segments including Mass Premium, Premium, and Super Premium, operates as a manufacturer, importer, and distributor of numerous world-renowned beverage brands. One of them is Guinness, the iconic Irish stout brand, which plays a significant role in strengthening the company's portfolio for 2024, leveraging the brand's continuous growth potential, authenticity as a true Irish beverage imported directly from Ireland, and its rich and intriguing history, along with its world-class quality crafted from premium ingredients. TAP has been importing and distributing Guinness in Thailand for over 14 years since 2010, starting with targeting expatriates and Irish residents in Thailand through leading outlets, especially Irish-style restaurants and bars. This year, Guinness aims to reach more Thai consumers by expanding distribution channels, focusing on premium customer groups, and participating in various outlet and marketing activities throughout the year.
Guinness, the world-class stout brand, is the national beverage and spirit of the Irish people
Guinness, a world-class Irish national beverage and the spirit of the Irish people, has been dubbed the “King of Stout” since its establishment in 1759 by Arthur Guinness, an Irish businessman who pioneered and developed the recipe for transforming porter beer into stout by increasing alcohol content, adding nitrogen and carbon dioxide gases during the brewing process. Guinness is considered the national drink of Ireland and a symbol of Irish drinking culture from the past to the present alike, especially during festive occasions such as St. Patrick's Day, where Irish people often celebrate by drinking Guinness together, highlighting its long-standing historical significance alongside the Irish people.
The hallmark of Guinness lies in its meticulous and highly specialized production process, primarily using four natural ingredients: water, barley, hops, and yeast. With a significant amount of hops and barley roasted at 232 degrees, Guinness stands out as a beverage with unique characteristics and unparalleled appeal, capturing the hearts of premium customers worldwide.
Another highlight of Guinness is its historic production facility, the St. James's Gate Brewery, the birthplace of Guinness production in Dublin, Ireland, one of the world's largest beer production facilities with an annual production capacity of over 1.2 million barrels. It is also a popular tourist destination in Ireland. In 2014, Guinness unveiled “Brewhouse 4,” a production facility and distribution center equipped with the most advanced technology and innovation in the world, becoming the first brewery to achieve LEED Platinum Certification and Outstanding BREEAM Standard, exhibiting its world-class environmental image and sustainability. Currently, Guinness has production facilities in over 49 countries and is distributed in over 120 countries worldwide.
In Thailand, Guinness, under TAP's distribution, has been imported in the form of Guinness Draught and made available at over 200 leading outlets. Most recently, the “St. Patrick's Day Let's Celebrate Together” event was held on March 17th, during the festive celebration of St. Patrick's Day, attracting both Irish and Thai attendees in a lively atmosphere filled with vibrant lights, sounds, and the impressive Irish Troop parade, culminating in a night of dancing and music that vividly showcased the identity and culture of Ireland.