Kingdom’s beer market caters to changing tastes

WEDNESDAY, 18 AUGUST 2010 15:02

By: JEREMY MULLINS

phnompenhpost

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EER from Kingdom Breweries, Cambodia’s first microbrewery, will be available to the thirsty punters next week, with the latest market entrant targeting a growing premium market segment.

Cambodia’s annual per capita consumption of beer stands at roughly one-quarter of Thailand’s or Vietnam’s, but the market is growing, leaving plenty of potential for domestic brewers, Kingdom CEO Peter Brongers said yesterday.

“I think people appreciate good products,” he said. “Cambodia is a developing market, with developing taste.”

San Miguel Cambodia representative Hong Ratana said the Philippines-based beer also saw an increased niche in the premium market.

An extensive advertising campaign and the opening of its Siem Reap branch was credited with doubling the number of boxes of beer the firm sold in Cambodia during the past six months, from 1,000 to 2,000 per month.

“Cambodians’ concept towards beer has been changing,” he said.