it
In 2012 alone,
Anchor won 13
awards, including
its second World
Beer Cup and the
gold award in the
European Beer
Star competition
W
range of taste experience across different
markets and consumer segments.
Everyday Moments of Fun
Anchor uses only the finest quality
ingredients and follows the strict
brewing method of the authentic
European-German Pilsner tradition. It
is this unfaltering belief in upholding
international quality standards that
has resulted in Anchor becoming the
leading choice of beer for everyday
moments of fun. With its signature crisp
and refreshingly smooth taste, Anchor
enhances enjoyment for anyone who
appreciates beer.
In recognition of its quality, Anchor
has received numerous prestigious
beer awards including the World Beer
Cup, European Beer Star, Australian
International Beer Award and many more.
In 2012 alone, Anchor won 13 awards
including its second World Beer Cup and
the gold award in the recent European
Beer Star competition.
In China and Cambodia, consumers
who choose Anchor identify with its
combination of timeless heritage, mixed
with an exuberant and youthful image.
Anchor promotes itself as a catalyst
for fun and targets 20 to 30-year-old
working men, who believe in working
hard and who have an active social life.
Anchor consumers tend to be fun-loving,
adventurous, and unpretentious. They
enjoy being in the company of friends and
seek a brand that is not only accessible
and affordable but that also validates
their choice of lifestyle.
Anchor can be enjoyed as a draught beer,
in a regular bottle (33cl), a big bottle
(64cl) or a can (33cl 50cl) and is widely
distributed in both on- and off-premise
outlets.
Asian Mega Star
Anchor kicked off a year-long campaign in
2011 with an unprecedented partnership
with Asian mega-star 'Rain' (lung
li-Hoon). This multi-talented Korean
celebrity is Anchor's brand ambassador,
appearing in television commercials, print
advertising and other marketing channels.
The campaign was part of the brand's
commitment to bringing spontaneous
fun to consumers. Rain has the ability to
connect with fans in Anchor's markets.
Music Platform
The Anchor Rave Tour (Cambodia) and
Anchor Beach Party (China) are key music
platforms promoting further consumer
engagement and connection with the
brand. These platforms bring Anchor
closer to the consumer through music
events that offer night-long fun activities,
music and entertainment.
Anchor also sponsors local beach
volleyball tournaments in South China
and Cambodia. In addition to these
platforms, Anchor participates in various
cultural events such as the Chinese
New Year Festival (China), the Water
Festival (Cambodia), the Khmer New Year
(Cambodia), and many more.
Anchor has recently launched its global
website www.anchorbeer.com to
strengthen its presence in the digital
space. This new website will spearhead
Anchor's future digital strategy.
Visit Anchor beer's new website
Anchor Ice is one of the
popular variants of the
75-year-old beer
Edition 1 2013 World of HEINEKEN 13
