ThaiBev brings the taste of Thailand to markets worldwide through its wholly owned subsidiary International Beverage Holdings Ltd (IBHL)
Building core brands with global footprints, International Beverage Holdings Ltd (IBHL) is turning ThaiBev’s portfolio of spirits, beers and non-alcoholic beverages into widely recognised, highly regarded international products. Headquartered in Hong Kong and with regional offices in Singapore, Cambodia, Malaysia, China, the UK and the USA, IBHL distributes to more than 80 countries and is enjoying buotant growth in the group’s brands’ international exposure. The company’s sales and marketing techniques and investment levels are aligned with the appropriate brand strategies, market opportunities and existing route-to-market capabilities.
For example, in 2004 ThaiBev’s sponsorship deal with Everton FC saw the group’s renowned Chang Beer become the first Thai brand to be sported on an English Premier League club’s soccer shirt. ThaiBev is also involved in sponsorship deals with Real Madrid and FC Barcelona in Spain’s La Liga. The company has been able to create impactful marketing programs and raise both brand awareness and demand, thereby increasing Chang Beer sales and driving further distribution across the region.
“How to showcase and introduce our products to the right economies across the world is part of the important process of brand development,” says Thapana Sirivadhanabhakdi, President and CEO. “Yet, this process is still at very early stage, as the beer industry is highly competitive. Nonetheless, let me tell you that even in the Western markets, Asian trends are becoming in vogue and Westerners are interested in how the Thai or Asian beer market is evolving.”
For the brand itself, Chang’s logo depicts two white elephants, which are among Thailand’s most representative symbols. The two elephants face each other and come towards a fountain that represents prosperity. “The brand distinguishes itself from the rest, as Chang translates into ‘elephant’, which is also a great tool to communicate a Thai word to the international community.
It is true that Chang promotes the ‘Thainess’ as people easily relate the brand to Thailand,” says Mr. Sirivadhanabhakdi.
In 2012, Chang Beer’s international sales in Asean showed exceptional growth of 78% and ThaiBev attributes a large proportion of this expansion to the successful launch of its FC Barcelona soccer platform across Southeast Asia, where European soccer is a highly popular sport.