Interface scoops job for launch of flavoured beers

Interface's association with Meal International dates back to last year when it helped the brewer on its Miller beer brand. According to Interface general manager Hudson Yang, A1-Ice will introduce its lemon flavour during the launch period, with other flavours including blueberry and strawberry to follow shortly. Yang said the product, which will be available in restaurants and pubs, would target mainly women who do not want a strong alcoholic drink but are keen to experiment with beverages. The ready-to-drink segment is getting increasingly competitive in Taiwan. Most RTD products contains about five per cent alcohol but taste like fruit juice. The key player in Taiwan's emerging RTD segment is Smirnoff Ice, which sold more than 400,000 cases last year and expects to sell more than 800,000 cases this year. A1-Ice can expect competition not only from Smirnoff, but local beverage firms such as Heysong, Nanlien and Bao Li Da which are also eyeing the RTD segment. Interface plans to kicks off a television-led campaign, with print support, to create awareness among the female target.