Currently, the Thai beer market is worth more than 200 billion baht, or about 2 billion liters of sales. It is a competition between 2 big players. “Singha Group” Bhirombhakdi Family Boonrawd Brewery Kingdom Currently, it still occupies the number 1 market share with beer flagship products. “Leo-Singha”
while the other group chasing Bee came close “Elephants” from Chao Charoen Sirivadhanabhakdi of the Thai Beverage Group which is listed on the Singapore Stock Exchange In September 2022, ThaiBev reported to the Stock Exchange of Thailand. Beer Chang now has a market share of 40%, only slightly away from the number 1 competitor. Importantly, the market gap is also the narrowest in 13 years.
From the market that used to compete fiercely between the two huge Thai capital groups Recently, another new player will enter. In addition, the class name is not normal, also reaching the billionaire level.
bySathien Sathientham, Mr Or the former surname of Setthasit, co-founder and CEO of CBG, revealed that The company is preparing to enter the beer business. under an investment budget of over 4,000 million baht A new production line will be opened at the factory in Chainat province. with a production capacity of 400 million liters per year 2-3 bottled and canned flavors are expected to be released in the fourth quarter.
As for the brand name, it is still in the process of being named. But now I have 2 names in my mind. “Tawan Daeng German” It is an extension of Tawandang German Brewery, which has been open for over 20 years. He already produces more than 10 types of draft beer himself. Another name that catches his eye is “Carabao Daeng” The same name as the company’s energy drink. because the brand is on the market Thai people know each other very well already.
This is not the first time Carabao Dang has jumped into the alcohol market. Because Tawandang 1999 Co, Ltd was previously launched as a personal business of Khun Sathian Revenue is not included with CBG. Tawandang 1999 is a full service producer and distributor of distilled spirits, including white spirits, brown spirits, whiskey, brandy and other alcoholic beverages.
Many brands of products have already been launched, such as Fragrant Rice Liquor, Tawandang White Liquor, Brandy Galaxy, Tendo Whiskey, Taeyang Soju, which after opening the business for about 5 years, has already generated over a billion in revenue. With the strength of having its own retail network “Cheap, good, standard shop” over 5,000 branches and “CJ’s Supermarket” More than 1,000 branches help distribute products across the country.
anyway Mr Sathien said that entering the beer market was a forced struggle. because if liquor is sold Not selling beer It’s hard to get a chance to grow. As most alcoholic beverages are sold through restaurants, entertainment venues, pubs, karaoke bars (On Site), the best selling products in this group are beer.
This movement of the Carabao Dang group is very interesting. Although it is a business with big legs that dominates the market. But there is still room to grow. In the past, the group has proven that it can be done. From jumping into the energy drink market, liquor into the retail market. no matter how big the competitors are But never panic!
And even more these days, modern consumer behavior has changed. ready to accept new things become an opportunity for the company Funding is not a problem, pockets are already full. Also, the business network is second to none.
sideYuanta Securities (Thailand) Given that CBG’s stock price has an opportunity to receive positive feedback in the short term. after the Carabao Dang group prepares to launch a beer business But the said business group operates under Mr. Sathien Sathientham’s private company, which is not involved in any of CBG’s core businesses.
anyway The research department has a positive view on the distribution business. and CBG’s packaging business as CBG already distributes Carabao Dang Group’s alcoholic beverages. Therefore, expanding the big beer business will help boost the revenue of that business. something which the research department sees as a step towards the implementation results from 2024 onwards
