Carabao Group, the energy drink manufacturer, is set to enter Thailand's 260-billion-baht beer market following the introduction yesterday of its Carabao and Tawandang beer brands.
Sathien Sathientham, chief executive of the group, said it had invested 4 billion baht in the construction of a beer production plant with a total production capacity of 400 million litres per year in Chai Nat province.
He said the initial production capacity would be 200 million litres per year for the two brands.
According to Mr Sathien, both brands will target the economy and standard beer segments, which represent more than 90% of the country's beer market. The Carabao brand will be for the economy and standard segments, while Tawandang will target the standard to premium segments.
The group has set an ambitious goal of becoming one of the top three players in the country's beer market.
The primary marketing strategy is to introduce high-quality beer at accessible prices, Mr Sathien said.
