How multinational wine merchants landed in Taiwan In the 1980s, Taiwan became internationalized, and the consumption level also increased rapidly. Alcohol brands in the high-end market in Europe and the United States believed that it was the right time and place to enter Taiwan at this time. Therefore, as soon as the government abolished the liquor monopoly system, Dutch brewer Heineken immediately entered Taiwan.
were not in the majority, so from the perspective of manufacturers, the important issue was to find possible customer groups. Among those few early adopters, early adopters are, in the perspective of the sociology guru Pierre Bourdieu , for "showing off". Drinking sms services a more expensive beer from Europe like Heineken can show the difference between you and the people who drink Taiwan beer, and you can also show that you belong to a certain socioeconomic status and have a certain cultural taste.
There are also people around us who accept "strange" things, and are open to new and exotic things. For Heineken, this was both an opportunity and a challenge, because those who were willing to give Heineken a chance at that time might also be willing to give other brands the opportunity to enter Taiwan at that time. Therefore, if you want to stand firm in the market, you must make people want to try it and make people willing to continue to buy. While most people accept "strangeness", they also hope to have a certain degree of familiarity, rather than being able to accept complete unfamiliarity. This, Heineken also grasped. Since Taiwan lifted its alcohol monopoly,