Brief Explanation

With Taiwan Beer dominating the market and a mature consumer base, the launch of a new beer in Taiwan is a steep challenge. Targeting people who don’t usually drink beer, in 2012 Taiwan Beer launched a new product a lighter, fruity alcoholic beer, Taiwan Fruit Beer, through local diners and restaurants across the country. With a challenge to quickly establish a 2% market share, we leveraged the Taiwanese love of food and celebration meals to hold the biggest catered banquet in the country and establish Taiwan Fruit Beer as the drink of choice for meals with friends. Combining our target audience’s social media habits with their desire to make the most of real-life social occasions, we created a virtual banquet where users invited friends to join tables for the chance to participate in our exclusive Taiwan Fruit Beer banquet event, featuring speciality dishes designed to complement the beer flavours. Consumers couldn’t wait to take part! Over 52,000 people invited friends to join the celebration and half a million people participated in our virtual catered banquet. Within just one month of launch, Taiwan Fruit Beer gained an unprecedented 5% market share and the company is now expanding the line to cater for this growing consumer base.