In May 2020, San Mig Zero—a refreshing light beer designed to support a ZERO-Worry and healthy lifestyle—was launched in Thailand, tapping into the country’s growing health and wellness trend. With only 3% alcohol, San Mig Zero is low in calories and carbs, making it an easy-to-drink option for health-conscious consumers.
To build brand awareness and encourage trial, consumer price-off promotions and gift set offers were rolled out in off-trade channels. In addition, the “Worry-Free Nights” campaign was launched in select premium bars, featuring interactive games, promotions, and product sampling to engage customers.
The brand also leveraged advertising through Facebook and LED billboards to create excitement and buzz around the launch. San Mig Zero is now available in major retail chains, including LOTUS, Big-C, MAKRO, TOPS, The Mall, Food Land, Villa, Fuji, 7-Eleven, and Central FamilyMart.
