TAP was established in Thailand in 1993 and began operation in 1995. Currently, TAP employs over 250 people at its Head Office, and Brewery in Nonthaburi. TAP began brewing and marketing Heineken in Thailand in 1995. In 2004, it started brewing Tiger, the most successful Asian beer in terms of export volume which has also won more than 40 international awards. In 2005, TAP launched Cheers, a high quality beer with smooth-but-intense flavor, targeting consumers who favor high quality beer at a more affordable price. To cater to the diverse and discerning needs of the Thai consumers, TAP later added Tiger Crystal Light and Cheers X-Tra to its portfolio. In August 2010, TAP was appointed the authorized importer and distributor for Guinness and Kilkenny, two Irish premium brands brewed from Dublin, Republic of Ireland, aimed at expatriates and residents in Thailand. In September 2016, the world’s bestselling Apple Cider, Strongbow made its debut with distribution and marketing supported by TAP. In March 2019, TAP has launched the latest innovative non-alcoholic malt beverage, Heineken® 0.0. Later in August 2022, TAP is responding to the growing demand among a new generation of consumers, particularly Zennials, who prefer the easy-to-drink taste for all kinds of occasion with Heineken® Silver. In May 2023, TAP unveiled Heineken Experience Silver, a new fashion lifestyle brand, to connect the new generation with fashion trends and lifestyle items through 'Let it Flow' attitude, alongside with two iconic Brand Ambassadors The Toys and Pyra.