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 Brands tussle for beer garden market
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| John |
Lagt på d. 24/11-2009 17:30
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 Administratorer  Antal indlæg: 2171 |
Beer gardens are a fixture of cool winter nights in Thailand and brewers are now trying hard to differentiate their venues to draw more customers during the festive season. [img]http://www.bangkokpost.com//media/content/20091123/87599.jpg[/img] is not a valid Image. Heineken’s GreenSpace has a new high-rise home and upscale food and ambience created with help from the Greyhound group. The Heineken brand aims to use interior design and atmosphere to draw upscale customers. Its prestige beer garden at CentralWorld has been moved from the ground in front of the complex to the 18th, 19th and 20th floors of Zen Tower, covering 3,000 square metres, compared with 1,200 sq m last year. Thai Asia Pacific Brewery Co, the local producer of Heineken, has teamed up with experts from many fields to open the GreenSpace by Greyhound beer park. Creative guru Bhanu Inkawat is in charge of the overall design while the Greyhound Cafe' team has created signature and fusion cuisine dishes. Singers will perform on a stage and artists will showcase their work. GreenSpace has also pioneered pre-paid dining cards in a beer garden setting. Prin Malakul, marketing director of Thai Asia Pacific Brewery, said beer gardens were a once-a-year event that customers looked forward to. They are a tradition and can help lift a brand's image among target customers. "In my opinion, the beer garden atmosphere this year is better than last year, which was dampened by year-round political instability and the airport closure. People will go out to celebrate after having hopes that the economy will recover next year," he said. Bangkok is estimated to have about 300 beer gardens and there are also some in major provinces. But Mr Prin estimates that sales from beer gardens for all brands will not exceed 1% of the total beer market, worth 100 billion baht. On average, a customer will dine and drink just one litre of beer at a beer garden and spend about 500 to 600 baht. On the other hand, Thai Beverage Plc, the brewer of Chang beer, is using a new corporate image that its beer is for Thai people who share the same heart, to draw working-class customers. At its beer garden at CentralWorld, the brand's prime premises, Chang has used the Chang Refreshing the Night concept, which offers a good mood, good food and good music. Chang also has rock and indy artists to perform on stage. ThaiBev has prepared 1,000 mini concerts at its beer gardens nationwide. In Bangkok alone, it has 30 beer gardens. Sorrakrit Lathiham, senior brand manager for the beer group of Thai Beverage Marketing, a subsidiary of ThaiBev, said the image of Chang beer was improving and 80% of customers would acknowledge it through all kinds of media and activities at beer gardens. An executive at Boonrawd Trading Co, the distributor of Asahi beer, said the company for the first time would open its own beer garden in front of Siam Discovery from Dec 3 to Jan 3. The company is holding "Fuyushima by Asahi Super Dry" at the beer garden to offer a different atmosphere. Apart from foods and beverages, the beer garden will feature Japanese martial arts, retro bikes, cartoon heroes and movies. Boon Rawd Brewery also produces Singha and Leo beer brands and is actively promoting both through beer gardens. About the author Sakset fra: http://www.bangko...den-market Tak til Abekatten for indlæget john@dansk-thai.dk
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