According to Jeff Wu, Marketing Director of TAP Group, in 2015, the Thailand beer market grew by 1.3% by volume compared to 2014. The share of beer premium segment, where Heineken trademark is available, continued to account for 96% of the market.

TAP Group brews and promotes in Thailand such well-known beer brands like Heineken, Tiger, Cheers and Guiness. The share of the company itself accounts for about 3.7% of the market.

Jeff Wu, that has fulfilled the function of Marketing Director from November 2015, stated that in 2016 the company plans to implement a new strategy to promote three brands: Heineken, Tiger and Cheers.

Heineken use event marketing in order to maintain its leading position in the market of premium beer. The traditional design on the banks with a volume of 320 ml. will be replaced by the images of five cities around the world for the first time in Thailand. They also plan to update the appearance of packaging of Tiger and Cheers beers, to expand the variety of tastes of the last.

The marketing campaign also includes the creation of new experiences and associations with Tiger at consumers using the musical effects.