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Published on August 1, 2007

"Our looking at taking over Wrangyer energy drinks is quite simple," said ThaiBev executive vice president and director Thapana Sirivadhanabhakdi.

"It is a strategic approach to invest in any potential and diversified beverage business that can contribute benefits to the company overall."

Thapana confirmed yesterday that the Singapore-listed conglomerate was negotiating with the Vesvarute family, owner of Wrangyer Beverage.

Thapana added that acquiring Wrangyer would help ThaiBev create "new value-added benefits in expanding its product portfolio and utilising its existing distribution network".

ThaiBev has 12 white-liquor distilleries, four for blended whiskies and three breweries.

Both ThaiBev and the Vesvarute family are studying the acquisition now, Thapana confirmed.

He added ThaiBev subsidiary Piromsurang last year acquired Suer Khao, or White Tiger, spirits from the family.

Thapana was unable to reveal details of the purchase but said Wrangyer was a good brand and a major player in the local Bt14-billion energy-drink market.

"We have a good relationship with Khun Poo [Grandpa] Chaleo as well as Carabao Daeng and [M150 manufacturer] Osotspa," Thapana said.

"Our entering the energy-drink business is not aimed at creating tension in the market, but a constructive thing," he said.

The energy-drink market would benefit and grow further as individual consumers enjoyed more choice, he added. Consumers would have the choice of "good-quality energy products offered to them at a good price".

Established in 1996, Wrangyer is one of Thailand's leading energy-drink manufacturers. It sells in neighbouring countries, too.

Its Nakhon Pathom factory is among the most advanced in the world, with capacity of nearly 400 million units a year.

Wrangyer drinks hit the local market in 1998 and became No3 in the market just six years later.

Meanwhile, ThaiBev announced it spent almost Bt400 million since 2003 on its Thai Talent campaign. It sponsors and promotes local talent in diversified sports, music, the arts and culture and education.

"ThaiBev will spend about Bt100 million annually on the campaign. It will promote the capabilities and talents of people through various sponsorships and support activities," Thapana said.

Kwanchai Rungfapaisarn

The Nation