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Boon Rawd Brewery Co Ltd in Alcoholic Drinks (Thailand)

New C&M analysis: Alcoholic Drinks (Thailand) Boon Rawd Brewery Co Ltd Company Profile

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2014-01-09 14:50:01 - Boon Rawd Brewery Co Ltd in Alcoholic Drinks (Thailand) - a new company profile report on

Boon Rawd Brewer is reported to be the market leader in Thailand´s beer industry and over recent years the company has seen its market share increase. The company´s robust brands of Singha and Leo have performed well in Thailand thanks to aggressive marketing campaigns to strengthen their brand loyalty. The strong economic recovery in the aftermath of the flooding in Thailand allowed brand players to see improving sales of alcoholic drinks. This was followed by an increase in the minimum wage in 2012, which raised the incomes of blue collar workers, leading to higher expenditure on necessary goods and entertainment. Mid-priced to premium beer, spirits and wine benefited from the optimistic economic environment, with lower risk of political divide. Shifts



in consumption patterns were witnessed, mainly in beer, as consumers switched brands across the price range according to the economic conditions.

The overall performance of alcoholic drinks in Thailand was promising, driven by a new wave of alcoholic drinks, such as wine, vodka, gin and rum and mixed spirits. Beer is not considered as a category with strong dynamism, with moderate growth, fostered by marketing activities including sports marketing and musical events. Some Thai consumers who previously opted for sura khao switched to other alcoholic drinks, such as mixed spirits, given the lack of dynamism in the former category. Spirit-based RTDs continued to attract the warmest welcome, leading to the slower growth of wine-based RTDs during the review period.

In 2012, domestic manufacturers continued to dominate alcoholic drinks in Thailand, as the two biggest local players, Thai Beverage and Boon Rawd Brewery, own a number of leading brands in beer and spirits. The former led sura khao, the largest category in spirits in Thailand. Both players aspired to introduce beer brands into the international market via the sponsorship of well-known football clubs in the UK; leveraging their brands with a world-class reputation. In addition, these leading domestic companies own strong distribution networks, capturing mass consumers nationwide.

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