Thailand, Bangkok: Thailand's beer market is expected to grow 12% to THB82 billion this year, led by strong growth in the economy beer segment, a senior executive of Thai Asia Pacific Brewery Ltd. told reporters Tuesday, November 09, 2004, Dow Jones revealed. "We expect the beer market will expand by 12% this year, and 7%-8% in 2005," said Panya Pongtanya, the company's general manager.
Thai Asia Pacific Ltd. is the brewer in Thailand of beer under the brand names of Heineken from the Netherlands and Tiger from Singapore. Thai Asia-Pacific says its Heineken beer is dominant in the premium beer sector with an 88% market share in a segment worth around THB7.7 billion.
The low-end beer segment accounts for 79% of the total market value, or around THB65 billion. It is projected to lead the sector with growth of 13% in 2004 and 8% in 2005. The dominant player is Thai Beverages PCL's Chang Beer, controlling 75% of the segment's market share.
Heineken received a boost in the high-end market earlier this year when Thai Beverages fell out with Carlsberg A/S (CARL-A.KC), and started supplying draft Chang to bars formerly serving draft Carlsberg.
In July, Thai Asia Pacific launched Tiger Beer, pricing it in between the low end and high end of the market. The company is considering the introduction of a third brand next year, but further details weren't immediately available. Thai Asia Pacific reported a 6% jump in sales to THB7 billion during the 2004 fiscal year which ended Sept. 30. It expects sales to reach THB7.5 billion next year.
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