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Beer in Taiwan

Taiwan beer market: -1% CAGR decline forecast between 2012-17

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2014-01-27 03:13:01 - Beer in Taiwan - a new market research report on

With 72% of total volume sales, Taiwan Tobacco & Liquor Corp led sales in the Taiwan beer market during 2012, as the company is a government-owned enterprise which has led the beer category for decades. The advantages of Taiwan Tobacco & Liquor Corp are the fresh taste of its products and being positioned in the inexpensive price range. To retain its leading position, the company launches new products every year to compete with the increasing number of international players. Moreover, the company invites famous music stars, such as local artiste Jolin Tsai, to endorse its beer products, appealing to the younger generation by marketing and advertising the products in a fashionable manner. Besides beer, the company also aims to expand



to other related alcoholic drinks.

Although dark beer and stout is niche in Taiwan, consumers are increasingly more willing to accept various types of beer rather than the traditionally large category, domestic standard lager. In addition, retailers, such as convenience stores and supermarkets/hypermarkets, continued to import more new flavours and brands for consumers. Imported beer is usually more expensive than domestic standard lager.

In Taiwan, beer is expected to experience a negative CAGR of less than 1% in total volume terms over the forecast period. Although companies will introduce new flavours through local brands and new imported brands, the leading category, lager, is unlikely to attract more consumers and drive demand.

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