Thai Beverage is restructuring its beer production to sharpen focus and boost efficiency.

Cosmos Brewery (Thailand), Beer Thip Brewery (1991) and Beer Thai (1991) facilities have been set up at Wang Noi in Ayutthaya, Bang Ban in Ayutthaya and Kamphaeng Phet, respectively, with separate management and identity.

The move lets the breweries run more effectively and serve different purposes. They em-

ploy more than 1,500 people overall.

Cosmos's Wang Noi brewery - with an annual capacity of almost 120 million litres -

produces Chang beer only for export.

Chang Export has been reformulated by reducing its alcohol level to 5 per cent, from Chang Classic's 6.4 per cent.

"Cosmos now makes more than 100 million litres of Chang each year and ships to 23 countries, including Europe and the US," Pisanu Vichiensanth, director and senior vice presi-dent of Thai Beverage, said last week.

"We're preparing to start exporting Archa beer to cater to the rising demand for a lighter beer in overseas markets.

"The company has already received orders for Archa from countries in Asia," he said, adding that almost 30 per cent of the Wang Noi brewery would be converted to Archa beer.

With 5.4-per-cent alcohol, Archa has been positioned as the fighting brand for the economy beer segment. It scooped the Gold Medal award at the Australian International Beer Awards' Beer Competition this year, beating out 940 entries from around the world, including Alaska.

The award will help Archa raise its recognition in international markets.

"We have, however, adjusted Archa to suit the taste and preference of drinkers abroad," Pisanu said.

Beer Thip's Bang Ban brewery will produce Chang and Archa, as well as bottled water and soda for the domestic market, mainly the Central region, East and South.

The Bang Ban brewery is rated at 530 million litres of beer, 200 million litres of bottled water and 100 million litres of soda per year.

Beer Thai's Kamphaeng Phet brewery can produce up to 900 million litres of beer, 200 million litres of drinking water and 100 million litres of soda a year for distribution in the North and Northeast.

Pisanu said a new premium beer, which has already passed the research and development phase, would be brewed at the Kamphaeng Phet facility with an alcohol level of no more than 5.2 per cent.

The group's strategy is to launch different beer products to serve all segments of drinkers.

"Only exporting our beer may not be the right final answer. Setting up breweries in other countries should be the best solution," Pisanu said.

"I wish to see the Thai flag flying in many places around the world."

Kwanchai Rungfapaisarn

The Nation