Heineken promotes music marketing - Heineken Silver, targeting new models, booming beer market, 2 million baht.

Over the past 3 years, the alcoholic beverage industry has been hit by the impact of COVID. From the closure of important sales channels such as restaurants, retail stores, as well as the suspension of social activities, but in 2566, the epidemic variables have entered a positive direction. "Heineken", the godfather of the premium beer market So he opened up the game again.

Pattapanee Ekahitanon, Marketing Director of TAP Group, revealed that the overall beer market is worth 200,000 billion baht and has been gradually recovering since the end of 2565, expanding at an average rate of 5%. Last year, Heineken grew by 20%, outperforming the market.

By evaluating that This trend will continue into 2566, reflected in On Trade sales channels including restaurants, pubs, bars and retail stores of the Heineken brand. Last January, it grew 66%.

Therefore, this is the reason for accelerating the business in 2566, especially the Heineken Silver beer group, whose main target is the new generation or Zennials, aged 20-34 years, and is the base for the company. Want to expand access to this group of customers by 65%

Heineken Silver is believed to be a game changer in the market. Allow Heineken to expand its market share. Previously, there was a 77% market share in the premium beer market, but they were among working-age people and often drank Heineken Original more. As for the company's revenue growth this year, it will increase by double digits (10% or more).

Walking the marketing game in this round Heineken has used the main strategy of Music Marketing to create an experience for the new generation under the concept of Unexpectedly Smooth through organizing Music Activation in more than 100 outlets in collaboration with 3 well-known music labels:

-Warner Music Thailand, a world-class music label
-YUPP! Hip-hop music label beloved by the new generation There are famous artists such as Attha, Milli, and Maiyrap.
-What The Duck, one of the hottest music labels There are mass artists such as The TOYS, Bogey Lion, etc.

“In 2566, we will reach the new generation through access to lifestyle marketing. with music as the mainstay This can be seen from the fact that we join hands with music labels in many genres, both pop and hip-hop. It corresponds to the new generation group that has quite a lot of subculture. This will allow the company to reach more new consumer groups.”

As for the proportion of current customers, it is divided into 3 main groups: Heineken Original 85% is the working age group, Heineken Silver 6-7% is the new generation. and the rest is Heineken 0% alcohol. Drinkers are a group of healthy choices.