Edmond Neo Kim Soon, chief executive of ThaiBev’s Beer Group, said the premium beer trend in Thailand would continue to grow.
According to AC Nielson’s research on premium product consumption in Southeast Asia, there has been a 24 per cent increase in the consumption of premium foods and beverages in Thailand.
Consequently, ThaiBev said brands and products had to adjust to cater to different levels of consumer needs for better products and experiences.
It said the new Federbrau had adjusted its flavour profile and overall design to meet international brand standards to reach out to the rising demand for premium and quality products.
It said the beer had new packaging that showcased the PSL bottle label and the new and modern sleek cans while the new logo design was being shown throughout all communication channels.
“Federbrau represents the authentic German premium beer flavour with a unique taste,” Soon said. “With more young premium beer consumers’ seeking distinctive taste and products to express their premium identity, Federbrau is able to fulfil the rising demand.
“We have introduced Federbrau into the premium beer market as we see great potential in this market segment. Our marketing strategy to our consumers will focus on the German-inspired premium taste.
“We are confident that the all new Federbrau will be able to appeal to the modern and premium consumers.”
Soon said Federbrau was being distributed throughout South East Asia with Thailand as the key market.
Torranin Kiatichai, brand director of Federbrau said: “Federbrau, a German-inspired premium beer brand with German Single Malt which is directly imported from Germany, uses only single sourced malt, which provides a rich and smooth flavour.
“This brew results in a well-rounded taste, a clean finish, 5 per cent alcohol which makes it easy to drink. The primary packaging includes 620 millimetre big bottle, 320ml small bottle and 320ml sleek can.”
Thai Bev said besides being inspired by the art and craftsmanship of German brewing, Federbrau exhuded the passion to produce a quality premium beer.