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Thirsty? ThaiBev has a drink for every occasion

Article - November 11, 2014

The company’s growing product line has something to satisfy everyone, old and young alike

THAIBEV COMPANY

Whereas ThaiBev’s origins were solely based on the distillation and distribution of liquor, its product offering has expanded exponentially to include a vast list of beers, white spirits, brown spirits, bottled water and flavoured soda water, soft drinks, electrolyte drinks, green tea, Scotch whisky, vodka, gin, Chinese spirits, and brandy, among others.

The company’s long list has just got longer, however, thanks to the acquisition of Singaporean conglomerate Fraser and Neave.

“As of now, I can proudly say to you that we manage quite an extensive portfolio, because we cater from soya drinks to single malts, and from the F&N portfolio, because they have fruit juices, Asian drinks, chrysanthemum tea, jelly, and dairy products,” highlights CEO and President Thapana Sirivadhanabhakdi.

Such a diverse offering allows ThaiBev to perform well in many markets, not just Thailand. Yet even at home, tastes and trends change.

“We make sure that we add value together with our trade partners,” says Mr. Sirivadhanabhakdi. “We aim for a quality product so we can respond to the changing environment or consumer behaviors. We plan to make non-alcoholic beverages account for 30% of total annual sales from 2015 onwards.”

ThaiBev concentrates mostly on the Southeast Asian markets. Yet, while Chang Beer along with several brands of whisky are ThaiBev’s biggest ambassadors abroad, the company has recently launched a special product – Pacific rum – in the U.S., starting in California.

Many of ThaiBev’s spirits are award winners. Hankey Bannister 40-year old blended whisky, Speyburn 25-year old single malt, Speyburn Bradan Orach single malt, Phraya rum and Caorunn gin all garnered medals from international competitions in 2012. Yet it is Old Pulteney that seems to be ThaiBev’s golden boy, the 12, 17, 21 and 30 year old single malt varieties having all garnered numerous medals. Just recently, Jim Murray’s 2012 Whisky Bible crowned Old Pulteney 21 World Whisky of the Year. 

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