Thailand: Growth in beer market set to slow in 2002
Growth in the Thai beer market is expected next year to slow to between 6% and 8%, down from the 10% projected this year, according to the Bangkok Post newspaper.
The report also claims that Jeff Kimble, commercial director of the Thai Asia Pacific Brewery, which produces Heineken and Amstel, said that although the market had reached 12m litres this year, there was room for growth as consumption per capita was low at 18.4 litres, compared with 22 litres in Singapore.
Kimble continued to say that the Thai premium beer sector, although it only accounts for 8% to 9% of sales was the fastest growing sector of the market. However the reason the industry's media advertising spend had dropped to 1.5bn baht this year, compared to 1.7bn baht in 2000 was due to several new brands entering the market, although he declined to comment on Amstel's performance (one of the new brands).
Kimble told the Bangkok Post that Heineken's revenue had grown by 23% on last year's level. Meanwhile further double-digit growth driven by promotions and advertising was also likely.
Heineken claims to have more than a 70% share of the premium sector and a 5.5% share of the total industry with annual sales totalling 660,000 litres.
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