Bintang Indonesian celebrity
Ask any Indonesian to name the best known beer brand and the answer will be
unanimous: Bir Bintang! Brewed and distributed by PT Multi Bintang Indonesia,
Bintang was first brewed in 1929 by the Nederlandsch-Indische Bierbrouwerijen,
the first HEINEKEN-owned brewery outside of the Netherlands. Now, as Bintang
reaches its 81st year, it is unarguably the market leader in the country's lager
beer market, with more than 60% market share.
romoting the brand
values of 'Friendship' and
'Togetherness', the brand
has exceptional appeal within its target
market of males aged 21 to 35 with a
moderate to upper income. These are
people that value relationships with
friends, have fun, and hang out together
while enjoying beer. With the rise of a
new generation of beer drinkers, we can
also expect a growth of new consumers
seeking the enjoyment of Bintang.
Bintang is enjoyed in draught, small
bottle (33cl), big bottle (62cl), and can
(33cl), and is widely distributed across
the archipelago, from Medan to Merauke.
The islands may have the sea separating
them, but you are guaranteed a bottle of
Bintang wherever you visit.
The beer's long history not only brought
it fame, but also its outstanding quality.
In 2011, Bintang won world recognition
by becoming the Champion Beer in the
bi-annual International Brewing Awards.
Bintang is also a frequent winner of Le
Monde Selection Gold Medal for quality.
In 2012, Bintang broke the one-million
hectolitres mark, but its true achievement
is in building a close relationship with its
consumers through a variety of channels
and activities.
For years, the brand has been using its
'Bersama Kita Bintang' (Together We
are Star) music platform to interact
with its fans by bringing friendship,
togetherness, music and the joy of
Bintang together in music events, large
and small, across numerous cities in
Indonesia. Bintang is also present in
many local and international music and
cultural events within Indonesia, such as
the Jakarta International Blues Festival,
Java Soulnation Festival, Ambon Jazz Plus
Festival, and many more.
The I Bali campaign is used as a
vehicle to communicate with the brand's
international consumers, as well as a
tribute to Bintang's relationship with
one of Indonesia's most famous and
loved tourist destinations. The I Bali
experience is something worth bringing
home for anyone who visits, helping
to spread the love of Bintang all over
the world.
Bintang is also active in the digital world,
embracing a wider audience using social
media channels such as Facebook and
Twitter. In 'Rumah Bintang' (House of
Bintang), the first virtual hangout place in
Indonesia, users can interact, play, party
and hangout with their friends online and
also win great prizes by demonstrating
their friendship and togetherness. K
'Rumah Bintang' (House of Bintang) is the
first virtual hangout in Indonesia
Bintang participates in
many music and cultural
events in Indonesia,
bringing together
friendship, music and joy
Edition 1 2013 World of HEIN EKEN 15
