THAILAND: ThaiBev launches German beer - report

By just-drinks.com editorial team | 4 June 2008

Thai Beverage, the maker of Chang Beer, is moving into the premium beer category in Thailand by launching German beer brand Federbrauin the country, according to local reports.

The 4.7% abv beer is being launched alongside a campaign to encourage responsible drinking, The Nation reported earlier this week.

Thapana Sirivadhanabhakdi, ThaiBev president and CEO, told the Thai newspaper: "Following the tremendous success of Chang, we are now focused on promising growth opportunities in the highly competitive premium market, now dominated by imported beers.

"Combined with the trend towards beverages with lower alcohol content, it should be a perfect time to launch Federbrau."

Thai Bev said it was the only local brewer that used a manufacturing process that meets the German Purity Law.

The brewer said that the premium beer segment in Thailand is dominated by Heineken, which is brewed and bottled by Thai Asia Pacific Brewery.

Sectors: Beer & cider

Companies: Thai Beverage, Heineken