On September 10th, Thai beverage giant Carabao Group launched a new Pattaya Beach beer that combines affordability and refreshing taste, aiming to capture a new niche market
Karabao is one of the largest energy drink brands in Asia, and in its home country of Thailand, Karabao's strength is second only to the international brand Red Bull.
In recent years, Karabao has been taking significant measures to diversify its product portfolio beyond energy drinks, most notably by entering the beer market on a large scale last year, which is widely seen as a successful attempt.
Taking advantage of this momentum, the company has launched a specific new type of beer targeting young audiences this year, namely Pattaya Beach Beer.
Pichayapa Chaisuwirat, Marketing Director of Rabobal Group, said, "Pattaya is a major tourist destination in Thailand, closely related to the concepts of beaches, sunshine, and holidays, which inspired us to launch the new Pattaya Beach Beer. The main feature of this beer is its low alcohol content, which is the lowest in our entire product portfolio at 3.9%, making it an easy to drink beer that can be enjoyed leisurely on the beach all day long
Pattaya Beach Beer is a light beer with a distinct lime flavor.
Chaisuwirat added, "The aroma of lime is purely natural, but it does not come from lime or lime seasoning. This aroma actually comes from the hops we use to brew beer - these are carefully selected hops that were once used to brew beer and give it another unique and prominent feature
Due to its emphasis on aroma to highlight its refreshing characteristics, Carabao has also innovated its beer packaging to ensure it stands out.
Chaisuwirat said, "We have developed Thailand's first beer can with a fully easy open lid, which means the entire top can be opened with a pull tab instead of just a small opening. Once opened, the can becomes a cup, allowing consumers to better smell and enjoy the aroma of lime
With Pattaya Beach Beer, Karabao not only ambitiously aims to attract young consumers who love low alcohol beer, but also wants to become the "symbolic" beer of Pattaya.
Chaisuwirat said, "To this end, we have developed 490ml canned products suitable for local consumers and 320ml small bottle products suitable for tourists. Pattaya is one of the representative tourist areas in Thailand, and we hope that consumers who drink beer in this area can automatically associate with our Pattaya Beach beer
affordable price
Pattaya Beach Beer also hopes to meet the growing demand for affordable and value for money beverages in the region, which is highly favored by both locals and tourists.
Chaisuwirat said, "Innovation is crucial for the development of any industry, but the fact is that whether we consider healthier choices, organic choices, or other innovations, there is usually a price to pay. The situation in the beverage market is the same, whether it is alcoholic or non-alcoholic beverages, but Asian consumers, especially Thai consumers, are looking for more affordable and value for money choices, which is exactly what we want to focus on
Karabao Group believes that the best way to achieve this goal is to emphasize high-quality raw materials, rather than simply raising prices to improve profitability.
Chaisuwirat said, "For example, our beer uses imported malt, hops, and yeast, but we choose to continue selling it at competitive prices - a bottle of Pattaya Beach beer costs 45 baht ($1.38), and a can costs 60 baht ($1.84)
Chaisuwirat added, "Affordable prices are crucial to ensuring accessibility, and we also choose to use local ingredients as much as possible, such as in our spirits business - we also produce whiskey, vodka, gin, rum, etc. We use Thai jasmine rice, Thai herbs, and Thai spices so that we can support local industries
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