Semi-government owned Taiwan Beer calls creative pitch

A source close to the pitch said four or five undisclosed agencies have been invited after an open tender, which agencies responded to with proposals on 10 January.

The century-old brand used to be 100 per cent government owned, but due to a privatisation policy in Taiwan, it has opened some of its shares to the private sector. The Ministry of Finance of the Taiwan government is still the majority shareholder.

An undisclosed source close to the account told Campaign Asia-Pacific that in the Taiwan beer market, Taiwan Beer holds 75 per cent market share, followed by Heineken and then Kirin and Tsingtao.

Twenty years ago, when the Taiwan market was opened to imported beer, Taiwan Beer’s long-term dominance gradually declined, but in recent years, it has regained its momentum, especially with new product innovations like lighter beer and fruit-flavoured beer with less alcohol, which attract younger and female consumers.

McCann Worldgroup Taiwan worked on Taiwan Beer’s Green Apple fruits and Sweet Touch light beer brands’ creative account last year, while local agency United Advertising worked on its Gold Medal beer brand.