AUSTRIA BEERTENDER LAUNCHED
THAILAND THAI ASIA PACIFIC BREWERY LAUNCHES CHEERS BEER
ISRAEL FIRST EVER DAVID LIC
SIGNED
At a press event in Vienna on September 13th,
Heineken officially launched BeerTender on the
Austrian market.
Austria's beer culture and consumer
preference for draught beer create an excellent
platform for the launch of Heineken's innovative
beer system. In the coming months,
BeerTender will be rolled out on a national
level, making Austria the third country
where the BeerTender is available for
consumer sale. "Next to the Heineken
brand," says Christina Fuchs, Junior
Product Manager Austria, "we have added
two local premium brands: Zipfer and
Gösser. This means we are launching with
a strong portfolio which best meets
consumers' tastes."
Following a media conference, BeerTender made
its Austrian debut at the Futura trade fair in
Salzburg, an exhibition catering for electronics
and kitchen appliance dealers. More than 8,000
visitors attended the event.
"Over the next few months, Heineken will be
launching an extensive marketing campaign to
promote the BeerTender concept on the Austrian
market," says Richard Lorenzoni, Brand Manager
Austria. "In addition to extensive media
coverage, we will also be running a range of in-
store promotional campaigns."
Following its successful pilot in
Switzerland in 2003, BeerTender was
launched in the Netherlands in March
2004, with more than three million kegs
already sold and a 90% customer
satisfaction rating.
The launch in Austria was accompanied
by sensational press and trade coverage;
"The estimated quantity for 2005 was sold
within only a few weeks." Richard
Lorenzoni stated.
Thai Asia Pacific Brewery (TAPB) has launched
Cheers Beer, a mid-market brand aimed at beer
drinkers between the ages of 22 and 30 who are
looking for a quality beer at an affordable price.
Cheers Beer was developed by Heineken in
Europe specifically with Thai beer drinkers in
mind. The new product is a blend of three
premium quality hops which produce a unique
flavour that Thai drinkers love.
"As the brewer of more than 95% of Thailand's
premium beer, we want to extend that brewing
expertise to capture a new market," says Panya
Pongtanya, General Manager of TAPB. "The
launch of Cheers Beer is in line with TAPB's long-
term strategy to become a portfolio brewer of
quality beers."
TAPB will be investing over eight million euros
in a marketing campaign that will include
television, radio and print advertising, as well as
billboards and posters. The brand will be
positioned as a cheerful, fun, high-quality beer
which can be enjoyed with friends anytime,
anywhere.
TAPB is the largest brewer of premium quality
beer in Thailand, boasting a portfolio of three
brands: Heineken, Tiger and the new Cheers Beer.
Cheers Beers, Thailand's newest beer
Israel Tempo Beer Industries and Heineken have
signed a licensing deal for the use of David
dispense technology, Heineken's portable
draught beer system for the on-trade sector, in
Israel.
As a result of this agreement, Tempo now has
the rights to use the innovative David technology
for its local brew, Goldstar, the number-one beer
brand in Israel. 112 David units have already
been installed in the market, with that number
expected to grow to 200 in the coming months.
Country Manager Israel, Marc Oomen, has played
Men standing up from left to right: Marc Oomen,
Country Manager Israel, Yoash Ben Eliezer.Beer
Category Manager Tempo, Casper't Hooft, Marketing
Manager David Beer Systems. Men sitting down from
left to right: Peter't hart, Commercial manager OpCo
MENA, Rafi Baharav: CEO Tempo
a leading role in making this agreement possible.
This licensing deal is a milestone for
Heineken Beer Systems. For the very first time,
innovative draught beer technology is being
licensed for external use. With Israel now on
board, Heineken Beer Systems hopes to sign on
other breweries in the near future.
Tempo is the number-one brewer in Israel,
with a market share of 51%. Its brand portfolio
includes Goldstar, Heineken, Maccabee and
Nesher. Heineken has a 40% stake in Tempo.
