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CHANG BEER ANNOUNCED PLANS TO TOP SINGHA & LEO FOR MARKET LEADERSHIP IN THAILAND

By Susan Lewis

15-10-2024



Source: Unsplash

Thailand's BHT200 billion (USD6b) beer market is poised for intensified competition as its second largest brewer Chang Beer has announced its bid to become the market leader.

Brewed by Thai Beverage (ThaiBev), Chang Beer’s plan is highly ambitious as the current market leader Boon Rawd Brewery, owner of the Singha and Leo brands, has a market share of 62 to 63 percent.

Despite having a market share just half that of the leader, Chang Beer has recently announced a strategy to claim the top spot.

The strategy includes expanding the company’s premium mass product portfolio, led by Coldbrew, Federbroy and unpasteurised Chang.

The company also said it will broaden its distribution channels, increase shelf space and incorporate new technologies and innovations in the production and sales processes.

In response to Chang's ambitious plans, Boonrawd Brewery's chief marketing officer, Thitiporn Thammapimookkul, expressed confidence in maintaining their market leadership.

“Having a brand that wants to increase its market share and become a market leader is a normal part of market competition. We have been proactively marketing every year to maintain our strong leadership in the Thai beer market," she told Thai local media.

The Thai beer market is dominated by domestic brands that control 98 percent of market share, with European imports accounting for roughly just 1 percent.

Boon Rawd Brewery Group, with its 90-year history in the beverage business, leads with Singha and Leo as its flagship brands.

Despite that the Singha brand is more well known in international market, the Leo brand is the most popular beer in Thailand holding a 50 percent market share last year and has been the leading brand for 17 years.

The ThaiBev Group entered the market in 1994 with Chang Beer, it is now the second largest beer producer and is holding 32 percent of market share.

A newcomer to the scene, Carabao Group, known for energy drinks, expanded into the beer market with Carabao and Tawan Daeng beers.

In 2023, the company invested more than BHT4b in a new brewery in Chai Nat, targeting a 10 percent market share after its first year of operations.

Thailand’ beer consumption is anticipated to surpass 2b litres in 2025, returning to pre-Covid levels, driven by an influx of tourists to the country.

(the writer can be contacted at: info@thewinechronicle.com)

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