Sun, Dec 28, 2008 - Page 11 News List

TTLC targets beer drinkers in Fujian and Guangdong


Taiwan Beer (台啤), the leading beer brand in Taiwan, will be marketed in China next year, the Taiwan Tobacco and Liquor Corp (TTLC, 台灣菸酒公司) said on Friday.

TTLC chairman Wei Po-tao (韋伯韜) said Chinese authorities have completed screening of Taiwan Beer’s application for trademark registration and will announce official approval of the trademark on Feb. 6.

Wei predicted that the new market would help increase the beer’s total sales by 10 percent, or NT$3 billion (US$90.8 million), next year.

As of the end of last month, Taiwan Beer had seized an 81 percent share of Taiwan’s beer market, with its revenue expected to reach NT$26 billion for the year, Wei said.

TTLC president Hsu An-hsuan (徐安璇) said in the initial stage, Taiwan Beer’s marketing in China would focus on canned products exported directly from Taiwan and would target consumers in the southern provinces of Fujian and Guangdong, whose food preferences are similar to those of Taiwanese consumers.

In the future, the company would develop various beer flavors to cater to the preferences of local consumers in southern China, central China and northern China, and would outsource the production to Chinese manufacturers or establish partnerships with Chinese beverage firms , Hsu said.

TTLC said the beer would have the same packaging in China as it does in Taiwan, except that simplified Chinese characters will be used on the labels.

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