Thailand: Thai beer market braces for fierce competition

Thailand's 200-billion-baht beer market is poised for intensified competition as Chang, the country's second-largest brewer, has announced its bid to become the market leader. Chang is brewed by Thai Beverage (ThaiBev), Nation Thailand reported on October 12.

Currently, the Thai beer market is dominated by Boon Rawd Brewery, owner of the Singha and Leo brands, with a 62-63% market share. Chang Beer holds a 32% share, while Carabao Beer of the Carabao Group accounts for the remainder.

Songwit Sritham, ThaiBev first vice-president and chief of its beer business, projects that Thailand's total beer market in 2024 will approach 2 billion litres, valued at around 200 billion baht, with single-digit growth expected.

Chang Beer's strategy to claim the top spot includes expanding its premium mass product portfolio, led by Coldbrew, Federbroy, and unpasteurised Chang. The company aims to broaden its distribution channels, increase shelf space, and incorporate new technologies and innovations.

The overall market in 2025 is anticipated to surpass 2 billion litres, returning to pre-Covid levels, driven by an influx of tourists to Thailand.

In response to Chang's ambitious plans, Boonrawd Brewery's chief marketing officer, Thitiporn Thammapimookkul, expressed confidence in maintaining market leadership. She said Singha and Leo beers continue to dominate with a combined 62-63% market share.

"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 remarked.

She suggested referring to the Excise Department for official market-share data, noting that Leo Beer alone held a 50% market share last year and has been the leading brand for 17 years.

The Thai beer market is predominantly controlled by domestic companies, which hold about 98% of the market share, with European imports accounting for roughly 1%.

Boon Rawd Brewery Group, with its 90-year history in the beverage business, leads with Singha and Leo as its flagship brands. ThaiBev Group, which entered the market in 1994 with Chang Beer, has its main production plant in Bang Ban, Phra Nakhon Si Ayutthaya.

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 4 billion baht in a new brewery in Chai Nat, targeting a 10% market share after its first year of operations.

As the competition heats up, industry observers are keenly watching to see if Chang can successfully challenge Boon Rawd's long-standing dominance in Thailand's lucrative beer market.

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