Fifa to kick-start beer sales

Thai Beverage Marketing Co is set to spend at least 1 billion baht to promote its Chang beer next year.

Senior marketing director Sorakrit Lattitham said he is quite optimistic about the beer industry's growth next year because the 2014 Fifa World Cup, the world's biggest football tournament, takes place from June 12 to July 13.

Chang is among the main Thai sponsors of the World Cup.

"Every time the World Cup tournament has taken place, sales of our Chang beer experienced extra growth of 25-30%," Mr Sorakrit said.

He forecasts that the overall beer industry will grow by only 1% to 120 billion baht this year because the market has faced many negative factors including the increase of excise tax for beer and other alcoholic beverages.

Yesterday, the company announced it has allocated about 70 million baht to host the Chang Export Beer Park 2013 at Bangkok's CentralWorld shopping centre, aiming to stimulate the market.

It has introduced four new beer flavours for the festive season: Chang Lemon Shandy, Chang Berry Shandy, Chang Honey Malt and Chang Unfiltered.

The company expects to sell 2,400 barrels from its three Chang beer parks in Bangkok during the five-week festive season.