Singha corp to build new bt4-bn brewery to tap export demand

CEO Sant Bhirombhakdi said the new brewery was part of the company's expansion plan that entailed entering more international markets, to boost exports. The plant will have an annual production capacity of about 400 million litres of beer.

Marketing manager Chatchai Wiratyosin said the new brewery was under construction and would begin operations within one year. The plant will cater to the rising demand in the domestic and export markets.

"We have an aggressive policy of growing our business and maintaining leadership in the domestic market. Market expansion does not necessarily involve the creation of more local drinkers, but rather taking existing market share from our rivals," Chatchai said.

"The new production facility will also help reinforce our goal of becoming a key player in the global beer market. Rising demand in both domestic and foreign markets can be met only by ensuring sufficient capacity."

Chatchai said the new brewery would allow the company to grow its international business without causing a domestic supply shortage.

The company's Pathum Thani brewery produces 400 million litres of beer per year, while its Khon Kaen brewery produces 750 million litres. Production at both facilities is running at full capacity.

Singha recently signed an exclusive premium-beer partnership with Manchester City Football Club as part of its global brand-awareness strategy. Chatchai said organising the Asanee-Wasan world concert tour was an effort to reinforce its brand loyalty with Thais living abroad.

It also has sponsorship deals with golfer VJ Singh and Formula One motor racing.