PROSPECTUS THAI BEVERAGE PUBLIC COMPANY LIMITED ...

Part 2 Issuing CompanyThai Beverage Public Company LimitedMekhong rum is Thailand’s third best-selling brown spirits brand andis well-known for its image as a traditional Thai rum. Mekhong is ablended spirits of 35% alcohol content rum blended from qualityethyl alcohol. The Company’s suggested retail price for a 750milliliter bottle is Baht 138-150. Mekhong rum had a market share ofapproximately 2.0% of the total spirits sales in Thailand in 2005,based on sales volume, and represented 1.6% and 1.5% of theCompany’s total spirits sales volume in 2007 and the six-monthperiod ended June 30, 2008, respectively.Mungkorn Thong (or “Golden Dragon”) rum is a 35% alcohol contentrum blended from quality ethyl alcohol. The Company’s suggestedretail price for a 750 milliliter bottle is Baht 125-135. MungkornThong rum had a market share of approximately 2.6% of the totalspirits sales in Thailand in 2005, based on sales volume, andrepresented 1.5% and 1.1% of the Company’s total spirits salesvolume in 2007 and the six-month period ended June 30, 2008,respectively.Hong Thong rum is a blended spirits of 35% alcohol content rumblended from quality ethyl alcohol. The Company’s suggested retailprice for a 700 milliliter bottle is Baht 160-175. In March 2006, theCompany reintroduced Hong Thong to the marketplace. The salesvolume of Hong Thong represented 9.3% and 11.8% of theCompany’s total spirits sales in 2007 and the six- months periodended June 30, 2008, respectivelyBlend 285 is a blended spirits of 35% alcohol content rum blendedfrom quality ethyl alcohol. The suggested retail price for a 700milliliter bottle is Baht 189-195. The sales volume of Blend 285represented 3.3% and 5.7% of the Company’s total spirits sales of thetotal sales volume in 2007 and the six- months period ended June 30,2008, respectively.Note: Canadean has prepared the market share data for the spirits market in Thailand until 2005 only.In addition to the main brown spirits brands, the Company also sells other brands, such asSing Thong rum, Crown 99 (admix whisky), V.O. (admix whisky), Blue (admix whisky), Drummer(Scotch whisky and Thai Sherry). These products had a sales volume represented 4.5% and 4.0% ofthe Company’s total spirits sales by volume in 2007 and the six-month period ended June 30, 2008respectively. In the said period, Crown 99, an admix whisky, which the Company re-launched in 2003with a suggested retail price of Baht 189 per 700 milliliter bottle and its sales contributed to themajority of the sales volumes of brown spirits.The Company believes that there are significant growth opportunities in higher pricedsegments of whisky, rum or admix whisky markets and the Company intends to expand its productportfolio to such segments. In October 2005 and October 2006, the Company introduced Blue whiskyand Blend 285 to penetrate these higher-priced segments. In June 2008, the Company introducedDrummer scotch whisky with a suggested retail price of Baht 420 to Baht 429 per 700 milliliter bottle.In addition, the Company is determined to continuously uphold premium product quality. In2007, the Company launched various spirits in new packaging design such as Sangsom in the “GiftBox” and re-launched Hong Thong spirits in 2006 in new packaging design which was well receivedby the consumers.Part 2 Page 40