NEWS
THAILAND -> BEER -> CHAROEN LOOKS ABROAD
Chang's global drive begins in Malaysia
from Nondhanada Intarakomalyasut
Beer Thai Co of liquor tycoon Charoen Sirivadhanabhakdi will start brewing its popular Chang beer abroad, with Malaysia the first location.
The company, through Chang International, a business development arm of Mr Charoen's group, has sealed an agreement with Carlsberg Brewery Malaysia to produce and market Chang (elephant) beer for 10 years to 2012. The brewery will export the beer to neighbouring countries. The licensing fee was not disclosed.
Although the Malaysian market is not large, a Beer Thai source said it had strong potential as there were few major brands with Carlsberg claiming a 50% share, followed by Tiger beer from Singapore and local Anchor beer.
In the future, Chang is likely to be brewed under licence by Carlsberg's networks in Singapore, China, Hong Kong, Japan and Sri Lanka. Production by licensees in Britain and the United States is planned eventually.
We will choose the licensees,'' the source said.
Beer Thai now exports Chang to Asia, Europe, the US, Australia and New Zealand from its three Thai breweries, which have a total capacity of 1.4 billion litres a year, the largest in Southeast Asia.
Of the 1.4 billion litres, 800 million are made at Beer Thai's main brewery in Ayutthaya, 100 million at another plant in the same province and 500 million at its brewery in Kamphaeng Phet.
Thailand's beer market is estimated to be worth 60 billion baht a year, with Chang claiming a 60% share.
Beer Thai's rival, the Boon Rawd Brewery Group, the producer of Singha beer, exports its beer directly from Thailand.
source Bangkok Post
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