Carabao-Red Sun hops into the ring to challenge Thai beer titans
The beer market in Thailand has been invigorated by the introduction of a new player, Carabao-Red Sun, which aims to challenge renowned beer brands, Singha and Chang. The new entrant comes from the Carabao Group, led by Sathien Setthasit, and has already been launched across Thailand via Modern Trade stores. This new contender to the 2.6 hundred billion baht beer market is set to bring a fresh experience for beer lovers as the year ends.
Carabao-Red Sun has introduced five beer flavours to the market. These include Lager Beer, a German-style beer made from 100% malt; Dunkel Beer, a German-style dark beer made from roasted malt; Weizen Beer, a genuine Bavarian-style beer with a fruity aroma; Rose Beer, a genuine Bavarian-style beer mixed with raspberry; and IPA Beer, an ale with the taste and aroma of hops.
It will be interesting to see how much pressure the newcomer can put on market leaders Singha and Chang, having only been available for a few days through over 700 distributors nationwide. The beer is available in CJ More stores, standard discount stores, and retail outlets under the Carabao Group, Big C, and Lotus.
According to retail and wholesale sources, Carabao will start delivering the new beer after yesterday. The retail price is expected to be slightly higher than its competitors.
Today, Sathien, the big boss of the Carabao Group, officially announced the development strategy for these two beer brands with five flavours, a marketing strategy, and introduced the Touch the World Class Experience, Cheer Ball, Cheer Bao campaign.
This is to provide Thais with the experience of world-class football, the Carabao Cup. Sathien’s success in establishing Red Sun, a German beer brewery, is already well known. However, launching a new beer brand to compete with the giants in the market is a considerable challenge.
It’s worth keeping an eye on the big gamble of the Carabao Boss, who has invested over 4 billion baht to build a beer factory in Chai Nat to penetrate the beer business after a long wait.
