absolutelyBangkok archive · Food & Drink
Originally published April 25, 2008
I’m quite excited as a beer lover. Doesn’t happen every day that a new premium beer is launched in Thailand. That’s exactly what is going to happen: Under the brand “Federbräu”
Thai Beverage, owner of Chang beer, is launching a beer it’s labeling as premium all around.
Heineken watch out. Federbräu will be the only beer distributed in Thailand which strictly adheres to Germany’s legendary Reinheitsgebot.
As you know, we have a thing for beer. You can argue about the design of the Federbräu logo, but the investors are aiming high: They’re going for “high status, desired lifestyle, responsible adventurism, traditional luxury and active enjoyment.” All in a bottle of beer.
How it tastes? Got two cans, a large and a small bottle standing here. Federbräu tastes… How about a smooth, balanced blend of bitterness and sweetness? You’ll soon find out yourself.
Literally translated from German Federbräu means “feather brew” — suggesting a light smooth taste? Already start worrying how Thais will pronounce that Federbräu…
See? There, printed on the goodies: “Federbräu is a premium blond beer made to a traditional European style recipe from all natural ingredients. The name Federbräu translates from the German as feather brew — signaling its delicate flavor and refreshing finish.”
That’s not the only German on the merchandise:
Natürliche Zutaten, you’ll find printed on the bottles and cans. Natural ingredients.
“Federbräu,” a promotion brochure reads, “represents an upscale high quality premium beer while encapsulating the ideals of spirited confidence and social inclusiveness, paired with approachability and freedom.”
Safe Adventure. Whatever.
More importantly: The master brewer assure us that Federbräu is actually the only beer distributed in Thailand which strictly adheres to the standards set by the Reinheitsgebot, Germany’s Purity Law of 1516, which stipulates that only the natural ingredients of barley-malt, hops, yeast and brewing water are used in the brewing process.
At an alcohol content of 4.7%, they praise it as a smooth and refreshing golden beer with an authentic European taste, perfect for upscale Thais.
The brand will spend 200 million baht in the first 9 months for an all-out 360 degree marketing campaign.
Expect to see Federbräu everywhere.
Beer Chang though tries to avoid any affiliation with its newest upmarket offspring. “Brewed and Bottled by Cosmos Brewery, Ayutthaya, Thailand,” is all the cans and bottles say.
Very small print somewhere mentions
Thai Beverage, owner of significant brands including Chang beer and Mekhong and Sang Som rum.
ThaiBev is one of the largest beverage alcohol companies in South East Asia listed on the Singapore Stock Exchange with a market capitalization in excess of 4 billion U.S. dollars.
Money Thailand could have had, but as we all remember leading anti-Thaksinist and fervent Buddhist Chamlong had a problem with the ThaiBev on the Thai Stock Exchange.
We’ve seen many talked-up premium beers in Thailand — only to soon disappear.
Mittweida anyone?
ThaiBev seems to have the stamina to pull this one through.
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