Cambrew Ltd has upgraded its Angkor Premium Beer and has kicked-off its ‘My Country, My Beer’ marketing campaign for the brand in Cambodia. Among the largest brewers in the Kingdom, Cambrew also has plans to export the brand to neighbouring countries and other regions.
At the launch of the upgraded Angkor Premium Beer, on August 10th held at The Premier Centre Sen Sok, Cambrew managing director Michael Jensen said, “Our brewery in Sihanoukville, which is Cambodia’s most experienced and Southeast Asia’s largest brewery, has a designed annual production capacity of 12 million hectolitres. We still have substantial production capacities to tap into.
“We have a global corporate strategy called SAIL’22 to guide us in identifying our strategic focuses. On country level, we also have our strategic blueprints and shorter-term plans to win our ‘must-win-battles’, taking into consideration of different market dynamics and local consumer needs.”
He said that Angkor Premium Beer is the source of national pride for millions of the brand’s loyal consumers.
He hopes that once Cambrew starts exporting its Angkor Premium Beer, other local manufacturers from various industries will also be encouraged to export their products to increase trade activities and boost the Kingdom’s economy.
Carlsberg recently upped its stake in Cambrew from 50 per cent to 75 per cent, thus taking over operations of Cambrew in Cambodia.
The branding initiative of Angkor Premium Beer is just the first step among a lined-up series of marketing strategies.
Apart from seeing more and better consumer communications, consumers will also have chances to immerse themselves in some unique brand experiences in the outlets and on online platforms. They will also be presented with opportunities to win cash prizes.
“In addition, our sales team, through a Market Impact Team (MIT) campaign, is going out in force in major cities such as Phnom Penh, Kandal, Siem Reap, Battambang and Sihanoukville to enhance customer service and ensure impactful customer activations.
“The new Angkor Premium Beer, in 330ml and 640ml bottles and 330ml cans as well as on taps, is expected to be available in all our outlets across Cambodia by the end of this year,” said Jensen.
He stressed that Cambrew is now focussing to ensure the introduction of the upgraded Angkor Premium Beer is being implemented in a professional manner and turns out as a complete success.
He believes this will help reassert Angkor Beer’s place as a pioneer of premium brewing in Cambodia, and help reclaim Cambrew’s position as the leading brewer in the country.
“Angkor Premium Beer is manufactured according to a strict Carlsberg Operating Manual (COM), and leveraging industry proven practices and techniques such as Lean, Total Productive Maintenance (TPM), 5S, Visualisation, etc.
“Our integrated supply chain team is supports efficient operations in our value chain, including ensuring the best beer quality possible during the transportation process,” he said.