E-Malt.com News article: 4539

Thailand & Canada: Boonrawd Brewery, the manufacture of Singha beer brand, will set up its first overseas representative office in Canada to try and tap the North American market, the Bangkok Post cited Chutinant Bhirombhakdia, Brewery’s executive vice president and director. This is the first step in Boonrawd's plan for double-digit growth in annual export sales, the newspaper said. The Singha North America office, will handle marketing and logistics for importing the beer. Exports currently account for about 3.0-4.0 % of total sales, the brewery said. The newspaper did not say when the Canadian office will open and Boonrawd officials could not immediately be reached for comment on the report.

"America is a sophisticated beer market. If successful, our business model will be applied in other countries," Chutinant said. The company already exports across East Asia, Australia and New Zealand.

Boonrawd is looking at Mynamar in the near future along with Vietnam, the report said. However, competition in the Vietnamese market is strong because of seven breweries that local and foreign firms operate there, it added.

The brewer wants to make Singha, which has been selling more than 70 years, an internationally recognized Thai brand, Chutinant said. The beer is familiar to diners in Thai restaurants and Asian supermarkets in North America, he added. "We would like to make Singha well known as a premium imported beer rather than just a Thai beer served with Thai food," Chutinant said.


30 March, 2005