Asahi launches energy drink "Honey Gold" in Myanmar
Asahi Group Holdings, in partnership with Myanmar's local company Loi Hein, has established a joint venture called Asahi Loi Hein. Starting from late March, they will release an energy drink called "Honey Gold" in Myanmar. To make it clear that it's a product from a Japanese manufacturer, the name "Honey Gold" is also written in Japanese.
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Honey Gold Energy Drink, Tailored for Myanmar's Taste
Honey Gold, developed after over 200 prototypes, was adjusted to cater to the sweeter tastes of Myanmar people, who tend to prefer sweeter products than the Japanese. The price is set at 450 kyats (about 40 yen), with a goal of selling 190,000 cases (24 cans per case).
After the launch, the product will be sampled at 750 locations across Myanmar, and promotional activities will include radio and newspaper ads, as well as wrapping cars.
Rather than just selling the product, I think it would be good if they also carried out continuous experiential promotions. However, since the product doesn’t seem to emphasize the cultural aspect of energy drinks, it feels unlikely they’ll pursue that route (-_-;)
The ingredients include honey, Vitamin B3, Vitamin B6, etc. There’s no information on caffeine or taurine, so it would be interesting to check it out locally.
Personally, I really like the design and hope it gets released in Japan as well...
The Energy Drink Market in Myanmar
According to the Asahi Group, the energy drink market is rapidly growing, with a 130% increase compared to the previous year in 2016. There seems to be a mini energy drink boom occurring.
"Asahi Group aims to expand its presence in Myanmar with the launch of 'Honey Gold'," they say. However, energy drinks need to be somewhat series-based, and unless they’ve gained a solid share, even major brands can be quickly overtaken if they enter the market later.
I don’t have plans to visit Myanmar right now, but I hope the product survives until then.
By the way, Asahi Group has also launched Wilkinson in Myanmar, and the product name includes Japanese.
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