Thailand: Boon Rawd Brewery Co. is looking overseas to boost its beer sales
Boon Rawd Brewery Co., the manufacture of Singha beer, has recently announced it is looking for foreign markets to boost its beer sales, as domestic growth looks week this year, Bangkok Post communicated on May 13.
Rising domestic competition, government anti-alcohol campaigns and new selling-hour controls on retailers have increased pressure on local producers.
Executives said the company was now looking to China and India as potential markets, given their large populations and high consumption of alcohol products. The United States and the Europe Union are also big markets but competition is more intense, according to Chatchai Wiratyosin, marketing manager of subsidiary Boon Rawd Trading Co. He declined to reveal export sales at present, but said all products sold abroad would be shipped from Thailand.
According last year's data, Singha beer was sold in North America, Europe and Asia and its export sales made up between 3% and 4% of the company's total sales of about 24.25 billion baht. In recent years, Singha has struggled to maintain its sales growth rate after the launches of more beer brands, especially Chang, now the overwhelming local market leader.
The 72-year-old Boon Rawd in 2004 controlled a 30% share in the domestic beer market worth about 82 billion baht. It had 90% at the start of the 1990s.
Its strategy during hard times is focusing on brand building via music and sports activities. The Miss Universe pageant, being staged in Bangkok this month, is a prime example. The company has allocated 120 million baht to sponsor the month-long event, during which the Singha brand will be promoted through broadcasts to 171 nations.
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