TAIPEI (TVBS News) — Taiwanese craft brewery LE BLE D'OR (金色三麥) announced Wednesday (Jan. 7) it will suspend honey beer sales in convenience stores following consumer backlash over pricing disparities with Japan. Consumers discovered the 350ml glass-bottled honey beer sells for NT$15 (around US$0.48) less in Japan's Isetan department stores than in Taiwan, sparking heated debate online about the company's pricing practices. The controversy erupted after Chairman Yeh Kuan-ting (葉冠廷) shared the product's launch in Japan on Threads but failed to quell consumer anger.
The company apologized for the oversight and announced plans to release packaging versions tailored to market structures worldwide, promising more consumer-friendly pricing. LE BLE D'OR has promoted its honey beer in Japan since 2021, with price differences attributed to exchange rate fluctuations and market disparities.
The company plans to review its product configurations and sales strategies, including introducing an aluminum can version to cater to international market demands. In its statement, LE BLE D'OR noted that since its founding in 2004, the brewery has valued the support of Taiwanese consumers and remains committed to improving cross-market operations and communication strategies. The company aims to align with consumer expectations and enhance its global presence. ◼ (At time of reporting, US$1 equals approximately NT$31.5)
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