New Singha subsidiary for distribution and sale of non-alcoholic beverages

Sant Bhirombhakdi, marketing manager for non-alcoholic drinks, said the new company, Boonrawd Asia Beverage (BRA), was set up at the beginning of the year to focus on sales and distribution of non-alcoholic beverages, including soda and drinking water, which would be separated from beer products.

The company has a strong network of agents for its Singha and Leo beers, both in Bangkok and upcountry.

"The new sales and distribution firm will allow us to be more flexible by focusing on selling and distributing our non-alcohol beverages, especially in the upcountry market," said Sant, adding that in the greater Bangkok area, the non-alcoholic beverages would be distributed through its mobile unit using 75 lorries.

"The new BRA will be our centre for contacting and coordinating with 47 particular dealers and agents in the provinces, with the main goal of increasing the non-alcohol business through diversified retail channels," said Sant.

Sant said the company would spend about Bt80 million this year to promote its Singha soda through more proactive marketing campaigns. The company yesterday kicked off a campaign to promote awareness of Singha soda products among consumers, in order to encourage them to use the soda to mix with other beverages.

He added that Singha soda had a 95-per-cent market share in the Bt3-billion local soda market. The market grew 10 per cent last year.

However, Singha soda saw growth of 12 per cent in the first four months of this year.