Brown or green
In a move to boost sales, the Carlsberg brand in Thailand has undergone a serious make-over. What once was a standard brand, packaged in a brown bottle, presents itself now as a premium brand in a green bottle. In line with the external make-up change, the taste of the product has become smoother, less bitter. More importantly, the retail price has gone up to premium heights from US$ 1.19 to now US$ 1.34 per 625 ml bottle.
Carlsberg lays claim to a 35 % to 40 % market share of the premium beer sector, which itself accounts for 6 % of the total beer market. The Tiger brand by Thai Asia Pacific Breweries is the current market leader in the premium segment. The Sura Maharas Group, Carlsberg’s Thai partner, operates two breweries: one in Ayutthaya with a annual capacity of 1..
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