Global brewer AB InBev has launched a new Hoegaarden peach variant of their popular wheat beer in Thailand.
The beer will hit the shelves today, April 1st, and be available at an estimated 12,000 points of distribution within the coming week in time for Songkran (Thai New Year) on April 13th.
The fruit beer segment is growing rapidly in Thailand with Hoegaarden Rose the fastest growing brand in 2020.
While looking for a new fruit variant to launch on the market AB InBev identified peach as a premium fruit flavour and proceeded to create the flavoured variant in a bid to capitalize on the growing trend of fruity beers in the Southeast Asian kingdom.
To create the new variant brewers added juice from European Baby Gold and Catherine peaches to their original Hoegaarden recipe. Coming in at only 3% ABV (alcohol by volume) the beer is intended to be light and easy to drink for the Thai summer months.
Initially this product will available for a limited period of three months and only in Thailand, a move AB Inbev hopes will create some consumer excitement.
Thailand is AB InBev’s largest consumer market in the Southeast Asia.
This launch comes on the back of recent news of their launch of Budweiser beer in Nepal, strengthening their market presence in Asia.