Both the people of Britain and Thailand are most definitely in agreement that there is nothing better than watching a game of English Premier League football, with cool beer in hand.
To the uninitiated or untrained observer, links between the UK and Thailand could be mistaken for being few and far between. As our contemporary global village continues to amplify the connections between our nations, Thailand and the UK grow closer together. Ever since the Bowring Treaty of 1855 to establish Britain’s diplomatic presence in Siam, relations between the UK and Thailand have grown from strength to strength on a number of levels. According to the British Chamber of Commerce in Thailand, nowadays the UK is Thailand’s number one trade partner in the EU. These commercial relations keep growing thanks to major businesses such as
ThaiBev whose expansion plans are increasingly cementing these inter-cultural linkages.
From the avid fascination between tourists from Thailand and the UK for each other’s respective nations, to the fanatic support for Premier League football, to the long-held close friendship between our Kingdoms’ Royal Families; Thailand and the UK are distinguished by their kindred affiliations in today’s increasingly homogenous world.
Ever since July 1882, when Prince Prisdang first established the Royal Thai Embassy in the UK as an envoy of His Majesty King Rama V, relations between the Thai Royal Family and that of the UK have grown in depth and importance. The world’s longest serving monarchs have grown so close that Her Majesty Queen Elizabeth II affectionately addresses His Majesty King Bhumibol as brother.
Such close cultural connections are not lost on Thailand’s leading private sector companies, with many such as ThaiBev taking a very active role in encouraging society as whole to follow the honour and benevolence of His Majesty King Bhumibol; and his international reputation in leading partner countries such as the UK.
“We gain a lot of value by investing in the UK because we have a good team there.”
Thapana Sirivadhanabhakdi,
CEO of ThaiBev
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Perhaps the most popular of connections between Thailand and the UK, however is found far away from the majesty of our respective Monarchs, on the football pitch. Thailand leads the way in South East Asia for the people’s support of England’s beautiful game with the population at large fanatically following their favourite teams from locations as diverse as sleepy beachside eateries to the bustling metropolis of Bangkok. There is not a day in Thailand that one cannot help take in the rainbow of English Premier League football shirts adorned upon the masses of fans around the country.
Thailand’s leading companies note this fond affiliation and many bustle for position in supporting the widespread support for the world’s best football in Thailand. Without any shadow of a doubt, ThaiBev is the leading supporter of football relations between Thailand and the rest of the world. Take for instance, Chang beer’s continuous sponsorship of Everton FC since the 2004/2005 season, with the brand logo on the team jersey.
ThaiBev’s commitment to supporting the global game ranges from encouraging grassroots training programmes throughout Thailand with programs such as “Train the Trainer” and the ThaiBev Football Academy, to Chang brand’s being the official sponsor of Real Madrid and regional partner of FC Barcelona.
As venturing to a local pub for some light refreshment is a pastime synonymous with British culture, equally Thailand is growing increasingly assured as one of Asia’s leading connoisseur nations and drinks manufacturers when it comes to a light tipple.
ThaiBev as a leading international beverages developer, manufacturer and distributor has come to epitomise the bridging of this connection between the UK and Thailand. Having consolidated the company’s strength with leading brands such as Beer Chang and SangSom rum in South East Asia, ThaiBev has sought out the UK market as both a springboard to going global, as well as a leading light of innovation through acquisitions and partnerships with some of the world’s greatest distilleries, including five Inver House distilleries in Scotland. This strategy of partnership is set to build upon on the 200 year legacy of drinks manufacturing in Siam, to propel ThaiBev into a leading position as a world class brand, synonymous with the quality of its diverse range of alcoholic and non-alcoholic beverages.
The vision of synergising local relationships for global success is the ambition of many international corporations, however ThaiBev’s close relationship with the UK has seen the company able to harness the power of knowledge in traditional distilleries such as the Pulteney and Balblair distilleries and use the company’s flair in brand development to take these beyond their traditional realms to the international market.
Far from focusing alone on alcoholic beverages, ThaiBev has a clear strategy to expand upon the company’s award winning portfolio of spirits and beers to reach out the rapidly expanding international market for non-alcoholic drinks; driven by growing awareness and focus upon healthy living and the importance of a balanced lifestyle throughout the global community. Leading brands in ThaiBev’s portfolio such as Oishi green tea are leading the way in ThaiBev’s advocacy and encouragement of a balanced, healthy lifestyle.
Leading ThaiBev’s global transition is second generation CEO, Thapana Siriva-dhanabhakdi reflecting upon his family’s rich tradition in beverage production and the importance of the UK to ThaiBev looking forward: “The UK is very key to us. Britain is one of the largest economies globally, and is in a very strategic location within Europe. Obviously, the UK scotch market is very important to us. Also, Thai food is very popular in the UK and in the US along with Chinese and Japanese food so this helps sell our products too. Those channels are very important to us, so we look to partner with restaurants like Mango Tree and other chains to offer ThaiBev beverages.
“London is very important to us in terms of expanding our business and it’s the first place in the UK where we look for investment. Our investment experience has been very favourable. We gain a lot of value by investing in the UK because we have a good team there and also we learn a lot from their expertise, which is crucial to ThaiBev.
“Along with all this, we are looking into international expansion. We’re talking about premiumisation, professionalisation, and internationalisation. So the next step for us, in terms of our business, is going global.”
Trade and investment linkages between the UK and Thailand offer, perhaps, the longest tradition of all connections between our respective nations dating back to the 17th century. The Anglo-Thai tradition of trade and investment is healthier than ever as major companies such as ThaiBev seek out established, strong cultural linkages as the basis of a healthy long-term future of trade and investment.
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