Thailand: ThaiBev to invest B100 mln in pushing its Chang beer

Thai Beverage Plc (ThaiBev), the brewer of Chang beer, is investing 100 million baht in another marketing campaign aimed at helping it regain leadership in the beer market over the next two years, The Bangkok Post reported on November, 12.

Charlie Jitcharoongthorn, deputy managing director of Thai Beverage Marketing Co, a subsidiary of ThaiBev, said the Khon Thai Hua Jai Deaw Gun (Thais have the same heart) campaign was part of the corporate rebranding announced in September.

"The local beer market is very competitive. We expect this campaign will help us boost the image of Beer Chang," he said.

"We are seriously promoting our new look. We believe we will gain a 50% market share or more in the beer market over the next two years, up from 40% currently," said Mr Jitcharoongthorn.

Sorrakrit Lathiham, senior brand manager for the beer group of Thai Beverage Marketing, said that apart from the use of all-inclusive media, the campaign would be supported by companies involved in major sports such as golf and football, as well as musical events.

In addition, Mr Charlie said the company had already invested 40 million baht in its main beer garden at CentralWorld under the concept of "Chang Refreshing the Night".

"We don't expect much revenue from the beer garden. We just want it to help build our image. This will keep Beer Chang as the leading brand in the hearts of Thai drinkers in the years to come," he added.

Beer Chang has 30 beer gardens in Bangkok. The company expects sales from beer gardens to increase from last year now that the economy has started to recover.

13 November, 2009