A-mei becomes new model for Taiwan Beer ads

As the World Cup frenzy nears its end, the Taiwan Tobacco and Liquor Corp (台灣菸酒公司) launched a new marketing campaign yesterday targeting female consumers and clubgoers.

The nation's largest beverage producer agreed to pay nearly NT$10 million (US$309,000) to sign pop star Chang Hui-mei (張惠妹), better known as A-mei, to a one-year contract, making her the first female celebrity to become a spokesperson for domestic beer products, the company said.

"Our analyses shows that women only account for 20 to 30 percent of beer drinkers. But beer suits everyone, regardless of age or gender," said Ray Dawn (董瑞斌), chairman of Taiwan Tobacco, at a press conference held yesterday as the temperature shot to a record-breaking 37.6?C in Taipei.

The former Taiwan Tobacco and Alcohol Monopoly Bureau (菸酒公賣局) saw its share of the beer market drop to a low of 74 percent in 2002 after China's Tsingtao Beer entered the market.

It gradually recovered some of its lost ground, and its market share has held steady at around 80 percent for the past three years.

"It will require a great effort to push the market share even higher, but opportunities exist," said Hsu An-hsuen (徐安旋), vice president of distribution.

Hsu said that Taiwan Tobacco is in talks with pubs nationwide to launch promotions every week in an effort to see Gold Medal Taiwan Beer rival import favorites Heineken or Corona.

Gold Medal, targeted at younger drinkers, was launched in April 2003.

As of Thursday, Taiwan Tobacco had sold NT$11 billion worth of beer, an increase of 8 percent, or NT$800 million, over the same period last year, vice president Martin Tsai (蔡木霖) said.

As the peak summer season has just began, Tsai said he was confident that sales for the entire year will beat the NT$24.4 billion earned last year.

The nation's beer market expanded to NT$30 billion last year.

A-mei will face off with film actor Chang Chen (張震), who was hired in April to be the face of Taiwan Kirin Co Ltd (台灣麒麟啤酒).

Taiwan Kirin president Hiraoka Takanori said in a previous interview that he was looking to see a 20 percent growth over last year's sales, based on the Chang campaign and World Cup commercials.

A-mei is not the first singer to front for Taiwan Beer. Rock star Wu Bai (伍佰) led the way, and was followed by the Mando-pop band Six Plus (六甲樂團).