Think that state-owned Taiwan Tobacco and Liquor Corp (
The nation's largest alcohol-beverage producer yesterday showed its determination to change its stodgy image as it embarked on an attempt to capture more of the extensive youth market.
"We must pay attention to the younger generation by offering them healthy and fresh drinks," Taiwan Tobacco chairman Morgan Hwang (
The former state-run Taiwan Tobacco, corporatized in July 2002, is taking a vigorous approach to marketing its "Gold Medal Taiwan Beer," which was rolled out in April last year and targeted at young people.
Taiwan Beer products account for 82.7 percent of the nation's beer market, which was worth NT$27 billion last year, followed by China'sTsingtao Beer's with an 8 percent share, Taiwan Tobacco's vice president Martin Tsai (蔡木霖) said.
Its market share has recovered after dropping to a low of 74 percent when Tsingtao Beer entered the local market in 2002.
As the boom season for beer is approaching, the company is stepping up its promotion of Gold Medal, hoping to help raise its annual revenues by 10 percent to NT$24.5 billion.
"We're confident that we'll reach the goal," Tsai said.
One of its new strategies is to ally with Drinks Wines & Spirits Co (橡木桶洋酒), the nation's largest retailer of imported wines and spirits -- with 30 outlets nationwide -- to push Gold Medal.
"It's the first time that we have local beers displayed in our outlets," said the retailer's president Roger Chen (陳春安).
Until the end of August or -- depending on the weather -- September, a 0.6-liter bottle of Gold Medal will be given away free for each bottle of imported alcohol bought at a Drinks Wines & Spirits Co outlet.
Chen said his company is prepared to give out 100,000 bottles of Gold Medals.
In an effort to cash in on the charisma of pop idols, Taiwan Tobacco has approached a male singer to serve as Gold Medal's exclusive spokesman and new TV commercials will be released next month, Tsai said.
"But we'll still have rock star Wu Bai (伍佰) in our ad campaigns because half of our customers are aged between 35 and 49," Tsai said.
The company began dispatching 166 "Taiwan Beer Girls" to hawk Gold Medal beer in restaurants, starting last Saturday. It is also looking to break into the club market, where Heineken suppliers usually give good deals to pub owners.
NOT JUSTIFIED: The bank’s governor said there would only be a rate cut if inflation falls below 1.5% and economic conditions deteriorate, which have not been detected The central bank yesterday kept its key interest rates unchanged for a fifth consecutive quarter, aligning with market expectations, while slightly lowering its inflation outlook amid signs of cooling price pressures. The move came after the US Federal Reserve held rates steady overnight, despite pressure from US President Donald Trump to cut borrowing costs. Central bank board members unanimously voted to maintain the discount rate at 2 percent, the secured loan rate at 2.375 percent and the overnight lending rate at 4.25 percent. “We consider the policy decision appropriate, although it suggests tightening leaning after factoring in slackening inflation and stable GDP growth,”
DIVIDED VIEWS: Although the Fed agreed on holding rates steady, some officials see no rate cuts for this year, while 10 policymakers foresee two or more cuts There are a lot of unknowns about the outlook for the economy and interest rates, but US Federal Reserve Chair Jerome Powell signaled at least one thing seems certain: Higher prices are coming. Fed policymakers voted unanimously to hold interest rates steady at a range of 4.25 percent to 4.50 percent for a fourth straight meeting on Wednesday, as they await clarity on whether tariffs would leave a one-time or more lasting mark on inflation. Powell said it is still unclear how much of the bill would fall on the shoulders of consumers, but he expects to learn more about tariffs
Greek tourism student Katerina quit within a month of starting work at a five-star hotel in Halkidiki, one of the country’s top destinations, because she said conditions were so dire. Beyond the bad pay, the 22-year-old said that her working and living conditions were “miserable and unacceptable.” Millions holiday in Greece every year, but its vital tourism industry is finding it harder and harder to recruit Greeks to look after them. “I was asked to work in any department of the hotel where there was a need, from service to cleaning,” said Katerina, a tourism and marketing student, who would
i Gasoline and diesel prices at fuel stations are this week to rise NT$0.1 per liter, as tensions in the Middle East pushed crude oil prices higher last week, CPC Corp, Taiwan (台灣中油) and Formosa Petrochemical Corp (台塑石化) said yesterday. International crude oil prices last week rose for the third consecutive week due to an escalating conflict between Israel and Iran, as the market is concerned that the situation in the Middle East might affect crude oil supply, CPC and Formosa said in separate statements. Front-month Brent crude oil futures — the international oil benchmark — rose 3.75 percent to settle at US$77.01
RSS