PROSPECTUS THAI BEVERAGE PUBLIC COMPANY LIMITED ...

Part 2 Issuing CompanyThai Beverage Public Company LimitedBeerSpiritsVolume(Million Liters)Per CapitaSales Volume(Liters)Volume(MillionLiters)Per CapitaSales Volume(Liters)Thailand ..................... 1,619.1 25.3 Italy............................. 153.4 2.7Italy ............................. 1,570.0 27.6 Romania...................... 151.0 6.8South Korea................. 1,555.5 31.9 Canada........................ 146.6 4.6Czech Republic ........... 1,500.5 148.0 Colombia .................... 112.9 2.4___________________Source: CanadeanDevelopment of Thailand Per Capita Sales Volume (Liters)___________________Source: CanadeanBeerSpirits)1999 .......................................................... 16.8 9.62000 .......................................................... 17.4 9.02001 .......................................................... 18.9 9.32002 .......................................................... 20.3 9.62003 .......................................................... 25.0 9.92004 .......................................................... 25.4 10.22005 .......................................................... 26.9 10.32006 .......................................................... 31.3 N/A2007 .......................................................... 31.9 N/A3.2.2 Product SegmentationBeerThe beer market in Thailand can be broken down into three segments: (i) economy brands,(ii) standard brands and (iii) premium and super-premium brands, principally differentiated bypricing. Brands from all three segments are heavily advertised and marketed and can be generallydifferentiated by marketing policy and packaging.Economy brands. Economy brands are low-priced mainstream products, which are brewedlocally, account for approximately 85.4% of sales volume in Thailand in 2007. Economy brands arewidely available to the mass market through a range of different outlets and are distributed in a varietyof different packaging, including bottles, cans and kegs. Given that economy brands account for themajority of the market, established brewers are able to leverage their scale advantage and distributetheir products on a national basis. Consumers in this segment are particularly price-sensitive andinclude many people who have changed their beverage preferences from low-priced white spirits. Thetypical retail selling price of a 640 milliliter bottle is between Baht 30 and Baht 40. Economy brandsin Thailand include Chang Beer, Archa Beer, Chang Draught, Leo and Thai Beer.Standard brands. Standard brands are primarily brewed locally and representedapproximately 9.8% of the beer market by sales volume in 2007. The brands in this segment aretargeted at consumers, mainly in urban areas, with a purchasing power greater than the mass market.The brands within this segment are generally priced above economy brands, but below premiumPart 2 Page 65