Official: Carlsberg Returning to Thailand

[Miss Misery]

Reading this article looks like only draught at this seforum.xxxe.


Carlsberg returns to Thailand
By SOREN KRAGBALLE
Published at 19:10:10. 23:31


Carlsberg opens in Thailand with careful distribution to 100 bars and restaurants.

Carlsberg is back in Thailand after more than six years' absence.

The relaunch going gently with the sale of beer to preliminary 100 selected bars on the famous tourist places.

The brewery had in 2004 almost flee the country after a spectacular enmity with one of Thailand's richest men, whiskey king Khun Charoen.

Ever since then, Thailand has emerged as an open wound and reminded the brewery's top management that was missing an essential piece of Carlsberg's Asian strategy.

It is a market of 18 million. hl (1,800 million. l), of which 2 million. hl is the so-called super-premium segment (branded beers, ed.) where Carlsberg is located.

It is therefore one of Asia's best markets for the expensive beer because of the many tourists.

Only beer
"We start with only selling beer in Thailand and keep us from supermarkets and drugstores. We expect to reach 100 bars and restaurants in the first 12 months and we'll take it from there. It will be primarily in Bangkok and tourist areas. We have witnessed an incredible advance interest after it is rumored, "says Lars Lehmann, director of Carlsberg's license and export business.

Carlsberg has its own breweries in both Vietnam and Malaysia, and Malaysia are intended to supply Thailand with beer.

The opportunity opened up by the turn because the countries in Asean Association agreed to eliminate tariff barriers between countries.

Great campaigns
The rumor of Carlsberg's return in Thailand has spread to competitors. Both Beer Chang, which is owned by Charoen, and Heineken has completed major campaigns in the past to prepare for battle.

"This is a comeback can not keep completely secret. But we are not a direct competitor of Charoen Chang. Price wise we will be level with or just above the Heineken. Since we left Thailand, Heineken has not really had any competitors, so it is these that we must contend with. Dutchmen sits on 90 per cent. of sales in this category in Thailand, "says Lars Lehmann.

Best friends - even
Carlsberg and Charoen was otherwise the best of friends before 2003. Together, they set up two parties in 2000 the joint venture Carlsberg Asia.

It was then supposed to Charoen distribution power should be used to sell both Chang and Carlsberg.

But Carlsberg felt fairly quickly that you paid more than half of the bill, but it was only Chang, who got something out of it.

At the same time began to emerge rumors of "irregularities" surrounding the management of Carlsberg Asia. The Charoen had corrupted parts of the organization.

Neither Carl's then-CEO Nils Smedegaard Andersen, or chairman, Povl Krogsgaard-Larsen, wanted to talk about the real background of the breach.

But in 2003, was one of Carlsberg's executives, Paul Bergqvist, sent to Thailand to clean up.

He fired managers and threw Charoen and his wife from the Board.

Charoen lost face
In Asia, it is important not to "lose face". It did Charoen so much on that occasion. Thus was founded a great enmity between Charoen and Carlsberg.

Charoen is a very influential person in Thailand, and Carlsberg quickly discovered that it was impossible to continue doing business in Thailand alone.

The brewery gave also to find other allies, even if we have good relationships with family behind Thailand's leading brewery group Boon Rawden in particular Seller Leo.

"We chose to look ahead, and we no longer feel that we have a quarrel with Charoen. That is not why we do not go into wider. With the new tariff scheme, it is not necessary to own breweries in Thailand. We will soon open a new brewery in South Vietnam, so why build a brewery, when you have a right around the corner, "says Lars Lehmann.

Carlsberg will later check whether we should go into larger scale and in several segments.

Three-legged strategy
The distributor of Carlsberg in Thailand becomes Fluid Asia Pacific, which already sells 1664 from Kronenbourg, Carlsberg also owns. French Kronenbourg was part of the acquisition of Scottish & Newcastle.

Lars Lehmann will not disclose the financial targets in Thailand, or tell how big a market share of endeavoring to call the re-launch a success.

Carlsberg has a strategy that rests on three legs.

Asia is defined here as the "third leg" and the future marketplace.

Carlsberg can with justification claim to be the best Pan-Asian brewery group with strong presence in China, Cambodia, Vietnam, Laos, Malaysia, Singapore, India, Sri Lanka, Nepal and now also Thailand.

 

[Z X]

You're right about the San Mig. It fit's right in there with the also rans, especially after being in Manila for a long weekend.

 

[Reggie K]

Great News. Remeber Carlsberg factory north of Bangkok on the way to Ayuttaya. Then suddenly I came to Thailand and had to switch to Heiniken.
Enybody now wich bars in Phuket?

 

[Pompal 09.]

Thanks for the answers guys! I was just trying to figure out what different beers are typically available at the bars/quickie marts in Patong since that's all I drink. I will probably go and load a few into my mini-fridge as well for a little hair of the dog. I wish I had time to explore some breweries, but there is always next time.

 

[Abbigail]

so it will be soon for sale at summer breeze then.

 

[Oliver Clothes-off]

Dont mind Leo actualy.

 

[Nikolai]

Anyone know if Carlsberg has arrived on Phuket yet.If so where and which company is the distributer locally?

 

[redrum5785]

Very good news :cheers:

 

[Hello K]

The new pool hall in Nanai Rd has Carlsberg on tap, call in and see Russ I'm sure he will help you with the distributers name

 

[Rt Hon Alfy G Returns]

Thanks for that-I will check it out.

 

[REVA M]

Fluid Asia Pacific is the distributer.

 

[dave d]

Thats great news. Hope they will come back to distribute nationwide. If prices can be kept on level with Heineken or San Mig, i think Carlsberg will win markets quickly :cheers:

 

[ariamna d]

Bottles of Carlsberg were available in Kangaroo bar last night at 70bt. They have had it in stock for about three weeks.

 

[Sheilla W]

From what i understand,Fluid Asia Pacific import the Carlsberg draft,the Carlsberg bottles are available via Patong Whisky etc.

Joe418.

 

[carrie_adams19]

I know of two, 55 bar in the OTOP also Aussie Bar and Grill in Kata.

 

[nannyjankins]

Been drinking Carlsberg at SBH these few days. Brewed and Bottled in Vietnam.

 

[t (2)]

I have heard its available in bottles now, I havent seen it myself tho. Carlsberg used to be one of the main brands here but gone since the problems in the past, still widely available in Malaysia and Singapore.

The problem now is there is no demand for it anymore.

As for beer in general, there is a wide selection of beers available, but no point stock something people dont ask for.

 

[rswinteller]

I predict that there will be a demand if available at competitive prices.
Carlsberg has a great marketing department and a mission to hurt Chang.

 

[mike1942f]

I've been told a 25cl of draught will cost 60baht and will retail for 120b plus.

 

[Feline]

.........and some numpties'll pay it!