6. Introduction 1
Message from the Managing Director 3
Business highlights 9
Corporate milestones 7
Philosophy 15
Vineyards 21
Winery 27
Portfolio 33
People 49
Giving back 55
Contact information 63
8. Siam Winery was founded in 1986 by Chalerm Yoovidhya* as the first step
towards realising his vision of a ‘Thai Wine Culture’. Over the past quarter of
a century, Chalerm has worked on this by offering wine as a moderate
alcoholic alternative to beer and spirit, in harmony with his partners
and the environment.
Today, Siam Winery is the flagship of Thailand’s flourishing wine industry
and one of South-East Asia’s foremost producers and distributors of
wine and wine-based beverages. The company aspires to become a leader
in Asia’s expanding wine industry.
* Also the founder of Red Bull Energy Drink
9. Message from the Managing Director
The inspiration behind Siam Winery’s
inception and growth has come from
our genuine love and passion for wines
from Western cultures and a strong
appreciation for both old world and
new world wines.
Through Siam Winery, we are
determined to introduce “new latitude
wines” to the world and to establish
a more developed, sophisticated and
enriching wine culture in Thailand.
We believe that wine cultures vary
from region to region according to the
local way of life. What they have in
common though is their association
with well-being and bringing people
together, either through celebration
or just as part of the enjoyment of
daily life.
Throughout the years, quality has
been our number one priority and is an
area where we will never compromise.
These days we have a strong
winemaking team and state-of-the-art
equipment. We maintain our vineyards
to international standards and our raw
materials are carefully selected from
the highest quality grape varietals.
We aim to maintain our status as
one of the leading wine producers
in Southeast Asia. I am honoured
to announce that we have recently
celebrated our 25th
anniversary.
I would like to take this opportunity
to express my deepest thanks to
our people and our partners – all of
whom have given us such loyalty
and dedication over the years.
Without them, we would not have
been able to achieve the success
we have today.
Going forward I hope that we will
continue to satisfy and impress
our consumers with our range of
products. I also sincerely look
forward to working more closely
with our professional partners in
a mutually beneficial manner, to
promote sustainable development
in new and innovative ways - and to
being an inspiration for other local
Thai businesses who seek growth
on an international platform.
Chalerm Yoovidhya
Managing Director
3 Siam Winery Corporate Profile
11. Floating vineyard
Chao Phraya river delta
Tap Kwang vineyard
Saraburi
Hua Hin Hills vineyard
Hua Hin
Winery
Samut Sakorn
Our operations in Thailand consist of:
Overview
• Vineyards in 3 locations spanning
over 300 acres
• The largest winery in Southeast
Asia with a capacity of over 30
million litres per annum
• Production capacity of 1 million
units per day
• Full-service logistics and ware-
housing system
• In-house marketing and sales
team
• Wine tourism and wine retail
• Over 900 employees
5 Siam Winery Corporate Profile
12. The products are sold locally and
in over 26 countries across the
globe through a network of partners.
The product range from wine-
based to locally-produced still
wines, imported still wines and
non-alcoholic beverages.
SPY Wine Cooler is the first drink
in the local market targeting female
consumers and has maintained
a majority market share in the
Ready-to-Drink (‘RTD’) sector since
its inception.
Monsoon Valley is the premium new
latitude wine from Siam Winery’s
vineyards in Thailand.
The World of Wines™ selections
are award-winning wines imported
from around the world, exclusively
selected by our wine experts for
customers in Thailand and Southeast
Asia.
Premium One™ is a portfolio
of imported premium brands
from leading international bever-
age producers. Since 2010, Siam
Winery has added Gerolsteiner
sparkling mineral water, Armand
de Brignac Champagne, McGuigan
and Tempus Two as well as
Concha Y Toro’s Casillero Del
Diablo to the portfolio.
Additionally, the company
operates wine tourism and a
retail shop in Hua Hin.
Siam Winery Corporate Profile 6
13. 1986 2002
2006
1998
2004
Corporate milestones
• Launched SPY Wine Cooler • Tab Kwang Vineyard
commenced production
• Launched Monsoon Valley
in Thailand, UK and USA
• SPY reached 90 million
bottles sales with 93%
local market share
• Siam Winery
expanded into
international markets
by exporting products
to 26 countries
• First planting at
Hua Hin Hills Vineyard
1986 1998 2002 2004 2006
7 Siam Winery Corporate Profile
14. 2007 2009
2008 2010 2011
• Appointed as official
distributorof E.&J.Gallo
Winery in Thailand
• McGuigan, Tempus Two
and Casillero del Diablo
joined Premium One™
portfolio
• Launched Chateau Vendome
• Launched Mont Clair Sparkling
• Launched non-alcoholic products
• Launched SPY Cocktail
• Launched Mont Clair
• Launched Fresco
• Launched Kookaburra
• Launched Lion’s Cape
• Launched Peter Vella
• SPY sales reached 100 million
bottles
• Launched of World of Wines™
• Launched Premium One™
with Amand de Brignac and
Gerolsteiner.
2007 2008 2009 2010 2011
Siam Winery Corporate Profile 8
17. Business highlights
Revenue
Units sold
2010 2,622
66,233
2004 2005 2006 2007 2008 2009 2010 2011
74,162
75,619 78,220
73,642
77,821
101,525
2,132
1,875
1,916
1,856
2009
2008
2007
2006
Unit: million Thai Baht
Unit: Thousands (‘000) of units
A STRONG AND STEADY SALES GROWTH
2011 3,503
120,890
11 Siam Winery Corporate Profile
18. International distribution
Bhutan
Cambodia
Czech Republic
Germany
Ghana
Hong Kong
Indonesia
Japan
Laos
Latvia
Myanmar
Netherlands
Nigeria
Philippines
Singapore
Switzerland
Taiwan
Vietnam
Belgium
Canada
France
Germany
Hong Kong
Ireland
Japan
Monaco
Netherlands
Singapore
Sweden
Switzerland
United Kingdom
Cambodia
Nigeria
Singapore
Vietnam
Siam Winery Corporate Profile 12
19. From Thailand to the world
Monsoon Valley and SPY Wine Coolers
are available in over 26 countries
13 Siam Winery Corporate Profile
24. We are dedicated to offering
consumers premium beverages
as a moderate alternative to beer
and spirit and aspire to become
Asia’s leader in wine and wine
based products in harmony with
our partners, the society and the
environment.
Milestones
• Act socially responsible
• Contribute to Thai
Agriculture
• Deliver excellent
customer service
• Make our brands desirable
in Thailand and abroad
• Deliver the best
distribution system and
marketing activities
• To continually invest in
Research and Development
• Have the highest quality
standards for all our
products
• Utilize resources
efficiently and protect
the environment
• Develop our employee’s
knowledge, ability,
performance and
positive attitude
Mission and milestones
Siam Winery Corporate Profile 18
26. At Siam Winery, we aim to build a Thai Wine Culture. To achieve
this we slowly introduced the fermented taste of wine to Thai
palates at the beginning. Thus SPY Wine Cooler was created with
sales of more than 100 million bottles per annum today. With the
recent change to a healthier lifestyle the wine category started to
grow rapidly. Siam Winery contributes to the growth by making wine
more affordable, everywhere available and accessible in Thailand.
“Through the export of our Monsoon Valley and SPY to over 20
countries we firmly establish Thailand as an emerging wine country.”
– CHALERM YOOVIDHYA, Managing Director
Building a Thai Wine Culture
Siam Winery Corporate Profile 20
29. In Thailand, Siam Winery grows grapes in three vineyards: Tab Kwang
Vineyard, Hua Hin Hills Vineyard and from contract farmers in the Chao Phraya
Delta. Hua Hin Hills Vineyard is where the majority of the grapes come from. An
area of over 250 acres is currently planted with an experimental plot trialing more
than 25 grapes varieties.
Hua Hin Hills Vineyard is situated
near the royal beach town of Hua
Hin in Prachuap Kiri Khan province,
approximately a two-and-a-half
hour drive from Bangkok. The
terrain of loamy-sand and slate and
a constant ocean breeze allows
international grape varietals to thrive
and produce aromatic, great tasting
wines.
NEW LATITUDE WINE, TWO SEASONS, ONE CROP
Hua Hin Hills Vineyard
The vineyards
23 Siam Winery Corporate Profile
30. The Sala offers the best view of
the vineyard. The pavilion design
is based on a Thai style house
with a modern twist.
The Sala houses an information
centre on viticulture and oenology
where visitors can learn about
winemaking. There is also a wine
bar, restaurant, retail shop and
wine cellar.
The Sala Wine Bar & Bistro
Hua Hin Hills Vineyard is the home of Monsoon Valley.
For more information visit: www.huahinhillsvineyard.com
Wine Tourism
Siam Winery Corporate Profile 24
31. Tab Kwang Vineyard
Contract Farming
Tab Kwang Vineyard is situated on part of the mountainous range known
as Pak Chong Hills. At 150 metres above sea level, the Shiraz, Chenin
Blanc and Colombard varietals are thriving in this vineyard.
The vineyards of the local farmers are situated in the Chao Phraya River delta
which is 60 kilometres south west of Bangkok - between the Tacheen and
Meklong Rivers. Local grape varietals are planted on the islands,
separated by canals - a signature characteristic of this area. Siam Winery
ensures sustainable viticulture standards and stringent quality controls.
25 Siam Winery Corporate Profile
35. “Quality control from
vineyard to winery to
delivery points”
– CHALERM YOOVIDHYA
Managing Director
29 Siam Winery Corporate Profile
36. The winery
SOUTHEAST ASIA’S LARGEST WINERY
Siam Winery’s state-of-the-art facility in Samut Sakhon province is located just
an hour from Bangkok. Annual production capacity is over 30 million litres with
production of 1 million units per day.
Siam Winery employs approximately 400 staff from a resident winemaker to
oenologists and farmers. Siam Winery has achieved international standards with
ISO 9001 version 2008, ISO 14001, ISO 17025, GMP and HACCP.
Two warehouses around the Bangkok area, with total storage of 7,600 square
metres and a company owned logistics and distribution system allow
Siam Winery to cover the entire supply chain.
The wines are transported in air-conditioned trucks to ensure that the best
quality product reaches our customers wherever they are. The in-house sales
and marketing team manages the brands and offers a one-stop service for
customers as well as import partners.
Logistic and distribution
Siam Winery Corporate Profile 30
37. The winemaking team
Winemaking team
The local winemaking team is
led by an experienced German
winemaker as well as tropical
viticulture and winemaking
consultants from Germany.
The highly specialised consulting
group has been working
exclusively with Siam Winery
on tropical grape growing and
hot climate winemaking. The
consultants are supporting
Siam Winery’s development of
vineyards, winemaking standards
and talents.
31 Siam Winery Corporate Profile
38. The winemaking team works
together at the highest level of
professionalism to guarantee
world-standard winemaking
as well as the best possible
quality in every bottle of Siam
Winery’s premium wines.
Siam Winery Corporate Profile 32
41. SPY Wine Cooler
SPY is a sparkling and refreshing
wine-based beverage, made from
a blend of grape wine and
sparkling water. It is the first
contact to the wine category
for many consumers and is now
the market leader in the Thai
market.
There are a total of eight variants
under the SPY brand: The Wine
Cooler range from SPY Classic,
SPY Red, SPY White, SPY Gold
and SPY Black.
35 Siam Winery Corporate Profile
42. SPY Wine Cooler is Thailand’s most popular alcoholic
beverage brand amongst women. Selling over 100 million
bottles per annum.
The SPY Cocktail range is made
from tropical fruit extracts and
comes in four flavours based on
well-known cocktails; Screwdriver,
Mai Tai, Kamikaze and Margarita.
Margarita is the latest addition
having made its debut in April 2011.
Siam Winery Corporate Profile 36
43. Fresco
Fresco has a balance of sweetness
with a light and smooth taste and
targets new wine drinkers who
want an enjoyable drink for
celebrations or a relaxing time
with friends.
Fresco is available in four labels
including Apple White, Strawberry
Rosé and Berry Red and the new
Sparkling Peach.
Fresco is a fruit wine blended
from grapes and different kinds
of fruits and berries. With its
moderate content of alcohol
(approximately 8%) and its
convenient screw cap closure,
it is perfect to be enjoyed at
any time and any place.
37 Siam Winery Corporate Profile
44. Grape product
The products are made from
natural ingredients from the farm
and neighbouring communities.
The grape product range is
produced to the highest quality
to satisfy our consumers.
The grape products from Hua Hin
Hills Vineyard include:
• Grape leaf tea
• Grape seed oil
• Essence of grape
• Grape juice
Handmade products from grapes have been delicately handled
to preserve the essential nutrients.
Siam Winery Corporate Profile 38
45. “...genuinely interesting wine of
surprisingly good quality.”– LISA
PEROTTI BROWN
Master of wine from USA
The flagship range includes Monsoon
Valley Brut Blanc de Blancs and
Extra Sec Rosé, the limited Cuvée
de Siam Blanc and Rouge as well as
three sweet wines – a late harvest
Chenin Blanc, Trio Wine and
fortified Muscat.
All have received an array of awards
as well recommendations from inter-
national wine critics such as Robert
Parker and wine competitions. They
are listed at major five star hotels and
resorts in Thailand, as well as paired
with Thai food by the most famous
chefs around the world.
Monsoon Valley
Now in its tenth vintage, Monsoon
Valley has been on the forefront of
the new latitude wine movement.
There are fifteen distinct labels
under the Monsoon Valley brand.
The classic range includes
Monsoon Valley Blended White,
Blended Rosé, and Blended Red.
The premium range includes
Chenin Blanc Medium Dry,
Colombard, White Shiraz (Rosé
Shiraz), Sangiovese Rosé, and
Shiraz.
NEW LATITUDE WINES FROM THE VINEYARDS
39 Siam Winery Corporate Profile
46. “Perhaps the biggest surprise was the 2008 Colombard
from Monsoon Valley. This tasty offering had a resemblance
to the wonderful Colombard that used to be made in
Napa Valley.”
– ROBERT PARKER, wine critic
Siam Winery Corporate Profile 40
47. World of Wines™
World of Wines Selection by Siam
Winery is a range of award-winning
wines from around the world which
have been hand-picked winemaker,
Kathrin Puff together with leading
Thai sommeliers. The portfolio
offers great values for every day wine
drinking.
The suppliers of these wines are
global wineries such as E. & J.Gallo
Winery in California, McWilliams in
Southern Australia, Concha Y Toro
in Chile and Uniwines in South
Africa.
41 Siam Winery Corporate Profile
48. “ Our aim is to provide customers with
affordable, available and accessible wines ”
– CHALERM YOOVIDHYA
Managing Director
The innovative wine pairing wheel helps consumers
select the perfect wine for each dish.
The Wine Wheel is an interactive, user-friendly wine
selector chart that aids customers at the point of
purchase by matching the type of food with wines from the
World of Wine™ selection. The World of Wine website
also provides information on anything you want to know
about wines.
FOOD AND WINE PAIRING MADE EASY
The Wine Wheel - a retail solution
Siam Winery Corporate Profile 42
49. World of Wines™ - Mont Clair
43 Siam Winery Corporate Profile
50. Mont Clair originates from South Africa’s cool coastal vineyards and is Thailand’s most popular
wine brand. The full range includes the Sparkling Brut and Sparkling Rosé, the Bin Series
(Chardonnay, Rosé, Cabernet Sauvignon and Shiraz), as well as premium Gold Label Bin
9000. They serve all occasions, outlets and consumers, and one of the top choices for
Thailand’s social events.
Siam Winery Corporate Profile 44
51. In 2007, Siam Winery established a partnership with E. & J. Gallo®
, the largest
privately owned winery in the world, to launch Peter Vella®
wine, a quality wine
from California. Peter Vella®
is part of the World of Wine™ selection and comes
in two ranges: the Classic Range offer Chardonnay and Cabernet Sauvignon and
a blended range in a convenient large format for take home. These easy
drinking wines come from California’s sun-drenched vineyards and are very
popular among new drinkers across Asia. They are the #1 important California
wines in Thailand.
World of Wines™ - Peter Vella
45 Siam Winery Corporate Profile
52. This partnership marks a significant development for Siam Winery in
collaborating with a major international wine player.
Gallo Winery was founded in 1933
by Ernest and Julio Gallo, and has
remained privately held. Today, it has
more than 4,600 employees and
has remained under the management
of Gallo family members for more
than three generations. E. & J. Gallo®
distributes its products in over 90
countries and is one of the largest
exporters of Californian wine.
This partnership with E. & J. Gallo®
shows
the commitment to building a wine culture in
Thailand and to giving consumers a chance
to taste high-quality imported wines at
affordable prices.
Siam Winery Corporate Profile 46
53. Premium One™ is Siam Winery’s portfolio of imported premium brands from
international leading wine and beverage producers.The brands under this
Premium One™ portfolio include:
Australian Vintage has a proud
heritage and rich history of strong
brands founded by passionate
winemaking families. Four generations
of the McGuigan family have made
wine their life, shaping some of
Australia’s greatest wine brands,
including the two brands under the
distribution line – McGuigan and
Tempus Two. Australian Vintage
also became a major exporter of
Australian wine to 20 countries
world wide.
Armand de Brignac is rated the No.1 Champagne
in the world by FINE Champagne Magazine. It is a
prestige Cuvée produced in the traditional old world
style, from grape to glass. Armand de Brignac is
a fine, smooth and creamy champagne with underlying
power and great mineral freshness.
RATED THE No.1 CHAMPAGNE IN THE WORLD
Australian Vintage
Armand de Brignac
Premium One™
47 Siam Winery Corporate Profile
54. Gerolsteiner is the world’s leading
premium mineral water. It is known
for its balanced taste and naturally
high mineral content. Every litre of
Gerolsteiner sparkling mineral water
contains approximately 2,500
milligrams of minerals and trace
elements. This water from Germany’s
volcanic Eifel region is therefore
among the country’s most highly
mineralised yet natural waters.
Concha y Toro is Latin America’s major
wine exporter and with presence in
over 130 countries, it is one of the
world’s most powerful wine brands*.
It is a truly global company where
tradition and innovation meet to
underwrite a commitment to our
customers to offer the best quality
and wine drinking experience. Siam
Winery distributes the leading Chilean
icon brand Casillero del Diablo, as well
as Gran Reserva.
E. & J. Gallo®
winery is the world’s largest family owned
winery and the largest exporter of Californian wine.
In 2011, Siam Winery was appointed as the official
distributor of the complete Gallo wine portfolio in
Thailand. The brands include Boone’s Farm®
, Carlo Rossi®
and Gallo Family Vineyards®
.
*‘The Power 100’, Intangible Business, May 2011
Gerolsteiner
Concha y Toro
E&J Gallo Winery
Siam Winery Corporate Profile 48
57. Human resources
Siam Winery recognises that people are the most important asset. By
offering a unique working framework, individuals can enjoy different aspects
of the creation of quality beverages, delivering top class service and
gaining expertise in different components of the wine business.
Dedicated to values of the highest quality, the working environment
promotes passion, creativity and leadership opportunities. Siam Winery
now has over 900 people working on creating value and contributing to
growth. It has a corporate Human Resource Policy which aims to create
conditions for a balanced and sustainable workplace for employees.
51 Siam Winery Corporate Profile
58.
59. Investing in people
Siam Winery’s top priority is investment in enhancing employees’ competence,
performance and job satisfaction. To achieve this, Siam Winery has basic
training programs such as corporate culture awareness and specialised
training programs focused on trading, manufacturing, servicing, logistics
and farming.
Siam Winery offers awards for its best performing employees to recognise
their contributions and for employees who have been with the company
for a long time to recognise their loyalty to the company.
53 Siam Winery Corporate Profile
63. The commitments
Siam Winery is committed to being responsible for all its stakeholders by
paying attention to their interests, benefits and potential concerns. Throughout
the operations, the concept of business achievement goes well beyond
financial targets. The commitment to giving back to stakeholders, the
neighbors, the environment and consumers, is broadly but not limited to
three pillar programs. These are:
Being respectful of the host communities in every area of operation
is a key priority. The current rural development program is part of the
Meechai Viravaidya Foundation. Since its inception, Siam Winery aims
to continuously improve the program by having a review committee
at the corporate level for each project proposed.
The future project includes the PDA School – BIRD program which uses
the same community-based approach as the Village Development
Program (VDP) but focuses on a school as an entry point of
activities, serving a greater population of approximately five villages.
By involving the youth in rural development and community empowerment,
it is anticipated that there will be strong support and participation
from their parents, grandparents, and local communities.
Rural development
57 Siam Winery Corporate Profile
64. Siam Winery fully acknowledges that
operating in a world where most natural
resources are limited and require the
best utilisation of facilities to minimise
the environmental impact.
Activities include:
• Reducing carbon footprint and
waste water treatment and other
initiatives at Siam Winery operations
• Improving the natural habitat
around Hua Hin Hills Vineyard and
Kuiburi National Park
• Introducing waste separation at
The Sala and improving sustainable
methods
We recognise that when
consuming our alcoholic
products, the enjoyment
must go hand in hand with
certain responsibilities.
Being a founding member
of the Thai Federation for
Responsible Drinking, we
conduct responsibly drinking
campaigns for our staff and
consumers.
Sustainability Responsible drinking
65. Siam Winery has been working
actively on improving the environment
of key national parks in Thailand
especially the Kui Buri National Park
and the Hua Hin community for
many years. The focus of the efforts
is on caring for the environment of
the neighbourhood and educating
the children on awareness for
nature, wildlife and the environment.
Siam Winery is a patron of a local
school in Kok Chang, Prachuab Kiri
Khan province and continuously
supports the school and its students
by building and maintaining a
library for their use.
59 Siam Winery Corporate Profile
66. The Chalerm-Daranee Yoovidhya
Library is located at Baan Kok
Chang Pattana school at Pra chuap
Kiri Khan. The library has been
built to be used as an academic
resource for the school and
community. The library also has
the objective of encouraging
the community to live in harmony
with nature and to use the
knowledge obtained from the
library accordingly.
Wine Harvest Charity Auction -
where all the proceeds go to
preserving Kui Buri National Park
Wildlife photo exhibition featuring
Bruce Kekule – all sales of
photographs go to wildlife
conservation funds and projects
Eco Youth Camp – youth through
out the country join this nature
conservation program in Pra
chuap Kiri Khan to learn about
the eco-system and how to
preservetheenvironment.Thebenefit
is to enhance local community
and for sustainable development.
Corporate social responsibility
A series of corporate social responsibility
activities that have successfully been
implemented include
Siam Winery Corporate Profile 60
67. Siam Winery is a founding member* of the Thai Foundation for
Responsible Drinking (TFRD). This organisation has a mission
of building a responsible drinking culture in Thailand.
61 Siam Winery Corporate Profile
68. Responsible drinking
Siam Winery is aware of the risks that consumption of alcohol
may cause harm to themselves and others when they drink
irresponsibly. The founding companies of TFRD see the benefit of
educating consumers on how much alcohol consumption is in a
reasonable range.
The current campaigns that TFRD is promoting are:
• The ‘Know your limits’ which aims to educate consumers
about the nature of different alcoholic beverages and the effects
of drinking
• The ‘Prevent Underage Drinking Campaign’ which intends to raise
awareness at alcohol outlets and with distributors not to sell
alcoholic beverages to underage drinkers
• The ‘Drink Don’t Drive Campaign’ which aims to create consumers
awareness of the dangers of driving while intoxicated.
*Note:
Founding members of TFRD are: Bacardi (Thailand) Ltd., Brown-Forman Thailand LLC,
Diageo Moet Hennessy (Thailand) Ltd., Pernod Ricard Thailand Ltd., Thai Asia Pacific
Brewery Co., Ltd. and Siam Winery Trading Plus Co., Ltd.
Siam Winery Corporate Profile 62
69. Contact information
Disclaimer:
Siam Winery Trading Plus Co., Ltd. expressly disclaims any liability whatsoever for
any loss howsoever arising from reliance of any party upon the whole or any part of
the contents of this publication. No representation or warranty is made to the accuracy,
completeness or reliability of the information in this publication.
63 Siam Winery Corporate Profile
