AB InBev launches Thailand’s only peach-flavoured wheat beer under Hoegaarden brand

According to AB InBev General Manager for Thailand, Philippines and Indonesia Dominic Kirk, the firm decided on peach as a suitable new innovative flavour for its longstanding Hoegaarden beer brand after conducting consumer studies and social media scraping to determine its trendiness locally.

“Our research showed that peach is considered to be a premium fruit here in Thailand which also celebrates Hoegaarden’s Belgian heritage of peaches being available in summer markets in Belgium, so we wanted to connect this historical tradition with the festive summer season in Thailand by launching this right before Songkran (Thai New Year) in April,”​ Kirk told FoodNavigator-Asia​.

“We are the first innovator and only wheat beer brand to adopt this peach variant – to develop this, we embarked on a 100-day innovation plan from ideation to production shipment, using the juice from…