San Miguel Flavored Beer Lychee was launched in January 2020 in Vietnam, tapping into the growing popularity of the flavored beer segment in the country. This clear, pale golden beer offers a light, smooth, and easy-to-drink experience, with a distinctive lychee aroma and a sweet, delicate lychee flavor that adds a refreshing, fruity twist to the traditional beer taste. With an alcohol content of 3% ABV, it’s a sessionable drink available in both bottle and can formats.
To boost awareness and drive consumer interest, sampling activities and merchandising campaigns were rolled out across on- and off-trade channels, supported by social media advertising throughout the year. The “Sweet Cheers” tour, featuring a mobile roadshow, consumer games, promos, and merchandising blitzes, was also held at targeted outlets to encourage trials and further promote the brand.
Despite the challenges of the pandemic, the launch has been generally successful, with positive consumer reception. San Miguel Flavored Beer Lychee is now available at major retail chains including Skymart, GS 25, Citimart, Family Mart, 7-Eleven, Circle K, An Nam Gourmet, King Food, Coop Xtra, Saigon HD, Aeon, and Lotte, as well as select on-premise outlets.
