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Thai lager to take on local brews

Cases of beer bottles roll off a production line cases at Thai Beverages Plc Chang brewery north of Bangkok in 2006. Bloomberg
Cases of beer bottles roll off a production line cases at Thai Beverages Plc Chang brewery north of Bangkok in 2006. Bloomberg

Thai lager to take on local brews

Attwood Import and Export has secured exclusive rights to distribute Chang beer in the Kingdom, a lager that is one of Thailand’s most popular brews.

The deal was announced yesterday in the presence of Lim Chhiv Ho, chairwoman of Attwood, which is also the exclusive distributor of Corona beer, Johnny Walker and Moet Hennessey products in the Kingdom.

“We are pleased to import Chang beer, a leading Thai brewer, to Cambodia,” she said.

Attwood is banking on Chang’s brand appeal. The full-bodied lager, first produced in 1995, managed to garner a 50 per cent share of Thailand’s beer market within three years of its introduction, according to a release issued by Attwood.

Hong Chear, owner of popular Khmer BBQ restaurant Sovanna in Phnom Penh, said imported Chang was already available in his restaurant, but was mainly popular among older customers.

“The new generation does not drink much Chang these days,” he said.

“So it may not gain the same popularity after reintroduction to the market.”

Chear said locally produced Cambodia and Angkor beer were the most ordered beers in his restaurant, adding that Chang could see a mid-level amount of popularity, similar to that of Singapore’s Tiger beer.

He added that the competition was mainly on marketing, price and quality, but with similar technology available in the Kingdom, it was possible to produce quality beer here as well.

Attwood was the sole distributor of Heineken beer in the Kingdom until 2015, when Heineken’s Asia-Pacific branch declined to renew its distribution contract following its full acquisition of Cambodia Brewery Ltd, which it designated to distribute the brand.

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