What is ThaiBev’s expansion strategy ?
ThaiBev is embarking on a premiumisation strategy, rolling out products that command higher margins. For example, ThaiBev recently took advantage of the fast-growing segment in the market for lower-alcohol beer and launched Chang Light. At the same time, the Company is on the lookout for opportunities and will tie up with overseas partners who have the right fit. On 4 July 2007, ThaiBev launched Chang Beer in the United States. The initial plan focuses on 5,000 Thai, Vietnamese, Cambodian and Asian-Fusion restaurants in the US, one of the world’s largest markets for beer. Thaibev targets several key states in the US, including New York’s metropolitan area and California. ThaiBev anticipates gaining distribution through some 40%-50% of these restaurants during the first year.
