Vapee Bhirombhakdi is mainly seen as the man behind putting Singha beer on the shelves in other countries more than 30 years ago. It is now available in more than 50 markets around the world.
As Singha Corporation's vice-chairman and member of the executive board, Vapee first took Singha to the US in 1980.
"It was quite difficult to export Singha beer in those days, because we had to get permission from different governments. In those days, nobody knew about Thailand, and some even referred to it as 'Tai-Wan'. Governments preferred to keep foreign products out so local businesses could be protected," the 75-year-old business leader explained.
"We still lack government support in helping us build our brand locally and internationally. We have been doing it ourselves over the past 78 years," he added.
Vapee said he chose the United States as the first foreign market for Singha beer because it had a lot of potential. It's a huge country, with lots of foreign people living in it. Also, many American tourists who had visited Thailand could recognise the name.
Vapee is the grandson of Phraya Bhirombhakdi, who founded Boon Rawd Brewery back in 1933; and is son of Vidya Bhirombhakdi, who officially gave him the job of seeking export opportunities in 1977. Vapee started working at Boon Rawd Brewery in 1963, and was initially put in charge of local sales.
"My father always asked his sons what areas of education and work they liked. My brother, Vudha, wanted to be an engineer and was later put in charge of the company's brewery in Germany. I, personally, decided to study economics and was put in charge of domestic and international sales," he said.
Vapee earned his degree in economics from America's second-oldest university, College of William & Mary, in Virginia. He was one of the very few Thais studying at the university.
"I chose the US as the first overseas market for Singha beer because I was quite familiar with it. At the time, Singha beer was being distributed through specific channels, such as Thai restaurants there," he said. The next market for Singha was England in 1985.
"One of my sons, Soravij, worked at the Foreign Ministry for 12 years before joining the family business," he said.
Soravij, 42, now deputy managing director of Boon Rawd Trading International, will continue strengthening the solid foundation of international market expansion laid by his father. He was one of the people behind the three-year global partnership contract with Manchester United.
Chutinant Bhirombhakdi, executive vice president of Singha Corporation, explained that the firm had taken a significant step in Britain by making Singha beer available in top supermarkets, such as Sainsbury, Tesco and Waitrose, instead of just at Thai restaurants.
He said that Singha was seen around England almost 40 years ago and now covers more than 60 per cent of the country's retail outlets. The other Asian beer brands available in England are China's Tsingtao, the Philippines' San Miguel and Chang from Thailand.
"We are on a mission to make Singha one of the top-three Asian beers in England over the next three years, up from its fifth position today," Chutinant said, adding that the company was also planning major expansions in the US.