from the question “Why not take the delicious beer from the East German Brewery and put it in bottles for sale?” It has become the starting point for making beer. “Sathien, Sathian Dhamma” Then “Carabao Group” It has opened a new chapter in the history of making5 flavors of beer, 2 brands, which are “Carabao-Tawandang” has been officially sent to the market along with being put in the freezer – placed in the store shelf and is already actively recruiting distributors in the area in early November.
Came this time. #Thairath Money will lead you to open the path of “Carabao-Tawandang” from the mouth “stably” Godfather of Carabao Daeng challenging the beer market, advancing towards “The godfather of amber liquor.” new person of the country
stably Said that 21 years ago, he and Add Carabao jointly created the first chapter of the legend by combining buffalo head with Tawandang German Brewery. Ready to launch Carabao Dang drink which throughout the past period has been sold to 40 countries around the world That can grow and become strong in many ways, which is why I want to write a new chapter in the legend of Carabao. “beer”
But at that time, 20 years ago, I still didn’t dare to do it. At that time, the beer market value was approximately 200 billion baht, but currently the beer market in Thailand is at 260 billion baht, making it the largest sales volume of alcoholic beverages in Thailand. And there are only 2 main players who are large companies with a combined share of more than 95%.
The size of the business and the fact that there are only major players 2 cases It made him not dare to even think about it. Because when looking back at the facts Thailand also has beer imported from abroad. And foreign brands that came to set up two factories in Thailand also made it impossible to compete for market share here.
However, attempts to make beer continued. Because we have been operating Tawandang German Brewery for more than 24 years, many people come to drink and eat. And people keep asking. Why don’t the beer here be put in bottles and cans? If you look, you’ll find that making beer is very important. Because of the large size of the business plus lessons and experience Therefore, making beer is an important step for the Carabao business group. If “A wrong step means disaster will come.” That made him gradually Prepare and set a goal to accumulate strength and waiting for the opportunity to do “beer”
Whether it’s knowledge in beer brewing Understanding the Beer Market Consumer behavior today “Carabao Group” Considered to be ready to make beer. “compete” in the beer market in Thailand Therefore, important strategies have been determined in order to enter the competition. and win in this market by being “Beer Pole 3” that is going to happen in Thailand Through offering world-class quality beer At a price that everyone can access To present new options to the market
is 1. You must get beer that tastes like the one at Tawandang German Brewery. This is the reason for traveling to research beer. Collaborated with research and development institutes in Germany and will become a World Class Beer, setting a new standard for the beer market in Thailand.
2.Compete in every market From premium, standard to economy The economy beer market has a share of approximately 75%, or a value of more than 150 billion, with standard 20% and premium 5%. Therefore, the “Carabao Group” will compete in every market.
How to win in this market? stably Said that the factory must be designed appropriately. Therefore, an investment of 4,000 million baht was used to build a beer production factory in Chainat Province. With world standard production technology from all imported machines. It has a production capacity of 400 million liters. The pilot phase initially produced 200 million liters in the first year. In the future, the production capacity will be increased to 400 million liters. (within the last quarter of 2024)
It is believed that after the New Year period, production will gradually increase. along with additional investment in 2024 of more than 1,000 million baht in order to achieve production capacity as targeted Which the 400 liter portion will allow the company to sell for 2-3 years, while after the new year it will be released as draft beer as well. which will be sold in restaurants, pubs, bars
3. Make “beer” and “ball” Because football and Carabao have been together for a long time. Having been a sponsor of the Carabao Cup for more than 7 years, investing billions of baht. Therefore, the company Will take advantage of Carabao Cup support and use the Carabao Cup brand Push Carabao Beer into the world market Focusing on ASEAN, England, America, Australia, which aims to compete in the Carabao Cup finals. In early February 2024, Carabao beer will be sold in England. And this is the starting point for “Thai beer” to enter the world market.
4. Connect networks to distribute new products directly to consumers. Currently, there are 790 beer representatives distributing products at the district level, as well as 80,000 retail stores through 31 distribution centers, which will be an important mechanism for distributing products. Moreover, the Carabao Group doesn’t just have a brewery. and Carabao Dang, but there is also a CJ shop and it’s cheap and has standards. distributed throughout the country at more than 6,000 stores
“Our products in the first phase will have access to approximately 80% of the market space, while the 790 agents selected will have conditions. which must be sold under a specified price structure and must be sold in an area that is permitted in the district in order not to cross and strike in other areas Because there may be price-cutting sales that will create chaos.”
Ready to lay out integrated marketing, both brands will play in the economy and standard segments, which account for a large share of the beer market, more than 90%. “Carabao” Placed in the Economy to Standard segment. “Tawandang” is placed in the Standard to Premium segment. In order to be able to meet the needs of consumers covering all groups. It aims to become one of the three main players in the beer market.
However, the management of the beer business remains with the Carabao Group. Under the establishment of a new company under the name Tawandang German Brewery 1999 Company Limited The shareholder structure of the new company is similar to the shareholders of the old company. At the same time, Sathian also answered without shyness. It has been hoped that the highest point is to advance to “Number 1” of the market that must have a share of 30% While in 2024, the market share is set at approximately 10%. If sales reach the target, the value will be over 20 billion baht. (Only within the country) The budget for beer promotion is set to be no less than 15% of sales.
In terms of advantages and disadvantages, Sathian sees that there may be a disadvantage in terms of agents. Because in the market most agents are lions and elephants, but what has an advantage is “quality” It is seen that if it sells well and has high demand, then major agents will sell it. I’ll come find you.
But as said, even though “Sathien” helped shape the Tawandang German Brewery until it became as successful as it is today. But entering the drunk market where there were players in the previous market is a new challenge. Because breaking the framework that already exists as a market leader is not easy. But it’s not too difficult beyond your abilities. “The Red Carabao Godfather” like “Sathien” who has a long experience. Therefore, strategies must be used. Plus the network that has and good things in hand
Therefore it will make the determination to do “beer” 2 brands, 5 flavors of Carabao Group this time were successful. It may become another important line that will be able to generate income in the portfolio as well. Including also “New standard set” for the Thai beer market from now on that will make Thai people “Drink beer” Thai nationality as a beer bao with an accessible price.
