TAP Group, brewer and distributor of high quality beers such as Heineken® and Tiger, recently unveiled its strategic plan to tap into the mainstream beer market with its first re-imaging of Cheers in 10 years, emphasizing the concept “Cheers to the World.” Among the marketing activities TAP will use is an innovatively designed new package that results in a fresher look. The launch of new “Cheers Selection Rice Berry,” which is a limited-edition beer brewed from well-selected, fine-quality ingredients such as imported malt and Thai rice berry, is perfect for beer aficionados who want to try a different flavor of Cheers beer in Thailand. The new flavor costs 49 baht per can, and is exclusively available at 7-Eleven retail outlets.
Mr. Jeff Wu, Marketing Director, TAP Group disclosed, “Cheers beer is a Thai-brewed product that exceeds international quality standards at an affordable price. With Cheers, we aim to tap into the mainstream beer segment. The brand identity is happy, playful, mischievous, and more approachable, which appeals to the main target group of new-generation, aspirational customers who want to succeed in their career and life.”
Marketwise, TAP position Cheers beer in the mainstream beer segment. However, its quality is equal to that of premium beer. Cheers beer draws upon the production expertise of Heineken, and uses the same high-quality ingredients. It also relies on the same excellent brewing standards and experienced staff of Heineken, helping it to meet international standards. The outcome of this partnership is a new flavor that is reminiscent of a European-style lager, “Cheers X-Tra,” which is more subtle yet bolder in flavor, and contains the highest alcohol content (6%) when compared with other beer brands in the mainstream segment. TAP guarantees the flavor and quality of Cheers and Cheers X-Tra, and this is reinforced by a long list of awards. Cheers has received the Monde Selection Award (Gold) for premium quality in 2007, 2009, and 2013, and Cheers X-Tra the Monde Selection Award (Gold) for best quality and flavor in 2009 and 2014.
Mr. Wu also unveiled that, “The most exciting thing that Cheers is now offering to Thai consumers is the launch of Cheers Selection Rice Berry, a brew inspired by European dark lagers and a first-ever, limited-edition Thai flavored beer that uses carefully-selected ingredients such as Thai rice berry and imported malt. These ingredients help to add the beautiful brown color, unique flavor, and desirable aroma. This exclusive beer benefits from the brewing expertise of Heineken®, and we consider the brewing process to create a premium-quality beer that is equal to imported, premium beer at a more competitive price. It's now available at 7-Eleven stores nationwide, and costs 49 baht (490ml can). New Cheers Rice Berry sets the bar for Thai beer, meeting international standards at a great price. This is an ideal beer with an exciting new flavor, offering a pleasurable drinking experience to beer aficionados in Thailand.”