Boosted by an improvement in domestic beer consumption in the first half, Thai Asia Pacific Brewery Group (TAP), the marketer of Dutch beer brand Heineken, has rolled out a new beer product for the first time since Heineken entered the Thai market 27 years ago.
According to marketing manager Teerapat Pongmaytee, overall consumption of premium beer declined during 2020 and 2021 due to the pandemic but demand has turned around in the first half of this year after the country's reopening and outlets that sell beer were allowed to reopen as normal.
