GUINNESS Anchor Bhd expects Anchor Smooth, the repackaged and improved Anchor Beer, to boost the brand's share in the local malt and liquor market to 6%-7% within five years from the current 2%-4%.
Guinness Anchor Marketing Sdn Bhd general manager (marketing) Ng Yoke Pun told reporters after the launch of the beer in Petaling Jaya on Tuesday that Anchor Smooth was expected to contribute significantly to the company's sales in a few years' time.
The company has spent RM2mil to RM3mil for the launch, including on packaging design, advertising and promotion.
Ng said the company would use its existing network to promote the beer.
We will also embark on an aggressive campaign targeting Japanese and Chinese restaurants and coffee shops across the country, he said.
According to Ng, Anchor Smooth is developed mainly to complement food.
Based on our market research, we expect the beer to appeal more to the mature group (above 28 years old), Ng said. But it should go well with most people since the beer is smooth and easy to drink and does not leave one with a bloated feeling.
He said Anchor Smooth was priced competitively against other beer brands.
On export, Ng said the company would market Anchor Smooth locally for a year before deciding to export to neighbouring countries in South-East Asia.
Guinness Anchor managing director Jac Van Herpen said it was vital to develop brands that fitted the right drinking moments sought by each segment of the beer consumers.
The new Anchor Smooth is part of this winning formula, he said, adding that beer should be as versatile and sophisticated as wine, and pairing beer with food was as much an art and perhaps more fun.
Van Herpen said the group would continue to leverage on the strengths of its portfolio of brands, including Heineken and Guinness Stout, to expand its market share locally and abroad.
For the financial ended June 30, 2002, the group registered a turnover of RM701mil and pre-tax profit of RM93.7mil. The company is believed to have a 50% share of the local malt and liquor market.