Carlsberg ups shandy target


  • Business
  • Thursday, 09 Jan 2003

By HONG BOON HOW

Chin Voon Loong

CARLSBERG is hopeful of increasing its share of the local shandy market to 60% by the end of this year with the introduction of its new Jolly Shandy look with new orange flavour. 

Carlsberg Marketing Sdn Bhd commercial director Chin Voon Loong said the shandy market was growing steadily over the years and that the beverage was popular among the younger group. 

“We are confident that the introduction of a new orange flavoured shandy to complement our existing lemon flavoured one will help boost sales,” Chin told Starbiz after launching the company's new look for its Jolly Shandy and the new orange flavour in Shah Alam yesterday. 

The local shandy is worth around RM12mil annually and Carlsberg has a 50% market share. 

Jolly Shandy, a beverage containing lemonade and beer with alcohol content not exceeding 1%, was launched in Malaysia in 1985 to complement Carlsberg's product portfolio.  

Chin said the new Jolly Shandy orange flavour was introduced to take advantage of increased demand for beverages during the coming Chinese New Year festivities. 

“Oranges or kum (gold in Cantonese) are auspicious and culturally acceptable, together with the traditional ang pows, as gift offerings among the Chinese community,” he said. 

According to Chin, the new Jolly Shandy packaging design, which portrays fun, and an outgoing, active, energetic, stylish, innovative lifestyle, one that is contemporary and youthful looking, would appeal to young and trendy consumers. 

He also said the company did not have any plans at present to introduce other flavours but might do so after conducting an extensive market research and a consumer survey. 

A 24-can Jolly Shandy carton will sell at around RM20 at selected hypermarkets during the Chinese New Year promotion campaign.  

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