TAP

• Heineken® Silver, a new premium beer with a smooth, easy-to-drink taste profile and low bitterness, is suitable for all occasions.
• Heineken is responding to the growing demand among a new generation of consumers, particularly Zennials, who prefer the easy-to-drink taste for all kinds of occasion.
• Positioned in the premium segment, Heineken® Silver was brewed with a unique brewing innovation and the same quality 100% pure malt offering a smooth and low bitterness.

Heineken, produced and distributed by TAP Group, has launched a new product, "Heineken® Silver," in response to rapidly growing demand worldwide and in Thailand for an easy-to-drink beer suitable for all occasions, especially among Zennials, who prefer a smooth and easy-to-drink beer with low bitterness. Heineken is also highlighting its music marketing strategies to enhance the premium lifestyle by connecting brands with a Zennial audience providing new music experiences. Heineken® Silver is the title sponsor of the "Maho Rasop Festival," a global music phenomenon for the new generation in Thailand offering a one-of-a-kind experience with their "Live Life Chillver, Surprisingly Smoother" campaign aimed at wider target group while generating increased brand awareness.

Ee Lin Loh, Marketing Director at TAP Group, in reviewing the current beer market and the direction of consumer trends over the past three years, said, "We have seen an emerging trend in recent years with low bitterness becoming increasingly popular in local and global markets when it comes to beer, as a new generation of consumers looks for drinks that match their needs - premiumization, accessibility and playfulness, and something suitable for any occasion, including partying friends, celebrating, or relaxing alone."

Heineken, as the market leader in the premium beer segment, develops products based on feedback from consumers around the world and monitors changing taste preferences among the new generation of beer drinkers. The company, therefore, developed a beer that is easy to drink, with a more playful image and with low bitterness called "Heineken® Silver," that still maintains the premium quality of Heineken®. Heineken® Silver has now launched in over 22 countries globally and received great consumer feedback.

Heineken® Silver provides an unexpectedly smoother experience, targeting Zennials, those born between 1992 and 2002. In addition to making an easier to drink beer with low bitterness that can be enjoyed on every occasion, the brand has also designed new and distinctive packaging featuring Heineken's iconic green and red star on a premium silver background creating an eye-catching image that clearly reflects the identity of Silver.

Based on consumer research conducted among Zennial drinkers in Thailand, Heineken® Silver performed well across different metrics including taste, concept, and packaging, achieving an average score of over 94% on color, aroma, smoothness, low bitterness, and concentration. Nearly 100 percent of respondents perceived the product and packaging as 'premium,' 'high quality,' 'great taste,' and 'easy to drink.'

Teerapat Pongmaytee, Marketing Manager for Heineken at TAP Group, noted that Heineken® Silver is positioned in Thailand in the same premium segment together with Heineken® Original with its unique brewing innovation using quality ingredients from 100% pure malt which is then fermented with Heineken®'s A-yeast, but offering low bitterness. Heineken® Silver is also adopting above-the-line to build brand awareness among new generation of consumers via multiple communication channels plus below-the-line activities at point of purchase and music marketing which have 2 times the marketing investment than the previous campaigns.

The music marketing strategy involves organizing onsite activities at restaurants, pubs, and bars to raise brand awareness. In addition, Heineken® Silver will be the title sponsor of the "Maho Rasop Festival" organized by a music promoter, Fungjai, to connect the brand and consumers with a smoother experience. Organizing music events addresses trends and entertainment which are the top two priorities of Zennials, who are willing to pay for such experiences and take part in the "party," "socializing," and "special occasions" segments.

Our music partnership with Fungjai, through the 'Maho Rasop Festival' allows Heineken® Silver to organize an event that targets the needs of the right target group. Making such an important festival this year into a huge and memorable event with a top line-up of artists and a surprise experience from Heineken will make it that much 'smoother' and 'chillver' for Zennials.

• Maho Rasop Experience 1 and 2, the first event will be held in August, with Maho Rasop Experience 1 being the official launch party of Heineken® Silver with an unexpectedly smooth experience.
• Maho Rasop Pre-Party will be held in early November as a warm-up for attendants before the main event. Heineken® Silver will provide surprise activities to get the full chill-ver experience.
• Maho Rasop Festival will be held from November 19-20, 2022. Heineken® Silver is providing an over 200 sqm. playground called Chillverland for Zennials to create a smooth and chill-ver experience with a slide and a 360 degree tower for Instagrammable moments throughout the two-day event.

Get the latest information at: https://www.facebook.com/heinekenth.official and https://www.facebook.com/MahoRasopFestival

Heineken® Silver is available at leading grocery stores and convenience stores nationwide in a 490 ml. can, and 320 ml. and 620 ml. bottle formats.