AS BEER SALES lose their fizz in Hong Kong, brewers are targeting a new generation of consumers by putting the pop back into brands. San Miguel stages WildDayOut mini pop concerts in bars, featuring bands including Beyond, Jolie Chan and Danny Summers from Hong Kong, as well as Wu Bai, Fish Leong and Jeff Chang from Taiwan. The objective is to 'build a connection with younger drinkers', said San Miguel Brewery (Hong Kong) chairman Ramon Ang. At Heineken, marketing manager Jim Wong said premium brand sales were 'relatively flat' at the expense of imported economy brands from China, which now represent 34 per cent of sales in Hong Kong after rocketing by 17 per cent over the past year. Heineken's response has also been to intensify promotions. 'Brands need to adapt. You need to be on top of things and be innovative,' he said. Heineken has introduced more contemporary labels and a new can shaped like a keg. The brand has also patented a five-litre draft keg that stays fresh for 30 days after opening. Promotions focus on sporting events, including the Hong Kong Sevens, soccer and tennis. 'With our growing need to deliver more and better programmes, we are expanding our marketing department. 'We are looking for a marketing co-ordinator,' Mr Wong said.