A July 2015 study on beer consumption in Thailand revealed that Leo, Heineken, and Singha are the most recognized brands, with Leo leading the market at a 32% share. The study highlighted that Thai people consume beer 5.5 times a month, preferring flavors and price as key selection factors, and expressed a significant interest in trying non-alcoholic beer. Most brand awareness stems from trade marketing and point-of-sale advertising, with many respondents indicating that they drink beer primarily in restaurants for relaxation.

1. July 2015
STUDY ABOUT BEER CONSUMPTION OF THAI
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about beer consumption in
Thailand
 Methodology: Online survey
 Fieldwork time: 11 days (5/6/2015 to 15/6/2015)
 Sample size: N = 445
 Geography: Nationwide

3. 2
What is your age group?
N=445
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
32%
17%
51%
18-25
26-30
Over 30
22%
78%
Male
Female
37%
63%
Others
Bangkok
12%
1%
3%
3%
7%
11%
18%
44%
Others
Factory Worker
Housewife
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Student
Officer

4. 3
KEY FINDINGS
• Leo, Heneiken & Singha are the most well-know brands in Thailand
• Trade marketing is the most effective channel to reach and gain brand
awareness in Thailand
• Leo brand is the leader of beer market in Thailand (32% market share
• Thai drink 5.5 times/moth and each time drink 2.3 bottles/cans of beer
• Flavor and price are key reasons for choosing a beer brand in Thailand
• Thai prefer beer from Germany and Japan
• Only 1/5 aware of free-alcohol beer and most of them would like to try it

5. 4
VIETNAM VS. THAILAND
• Most well-known brand: Heneiken,
Saigon & 333
• Leader of market: Heneiken
• Main source of brand awareness:
TVC
• Drinking frequency: 4.5 times/month
• Beer consumption/time: 2 bottles/can
• Reasons for choosing the brand:
Good flavor & don’t cause headache
• Most well-known brand: Leo,
Heneiken & Singha
• Leader of market: Leo
• Main source of brand awareness:
trade marketing
• Drinking frequency: 5.5 times/month
• Beer consumption/time: 2.3
bottles/can
• Reasons for choosing the brand:
Good flavor & Price

6. 5
SINGHA, HEINEKEN AND LEO ARE MOST WELL-KNOWN BRANDS
What beer brands below do you aware of?
N=445
13%
14%
15%
16%
18%
19%
22%
24%
43%
46%
56%
59%
70%
83%
88%
89%
89%
Yebisu
Orion
Kilkenny
Other
Weihenstephaner
Santory
Guinness
Sapporo Beer
Beer Lao
Hoegaarden
Carlsberg
Tiger
Asahi
Change Beer
Leo
Heineken
Singha
Total
14%
13%
15%
15%
17%
19%
24%
28%
44%
49%
59%
60%
75%
84%
87%
90%
93%
Bangkok
12%
17%
15%
17%
19%
18%
19%
17%
42%
40%
50%
56%
62%
81%
90%
86%
80%
Others

7. 6
TRADE MARKETING IS THE MAIN SOURCE OF BRAND AWARENESS
How do you know about those beer brands?
N=445
69% 68% 69% 69%
63%
66%
60%
56%
62%
51%
54%
51%
54% 55%
47%47%
49%
47%
35%
41%
27%
34%34% 34%
27%
24% 25%
30%
4% 4% 3%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total 18-25 26-30 Over 30
See the brand at point of sales See the brand in many restaurants
I saw many people drink that brand TV commercials
Outdoor ads (banner, bilboard,…) Friends /family recommendation
Online Ads (Website, facebook, forums….) Ads on newspaper/magazine
Sale person introduce the brand to me

8. 7
LEO IS LEADER OF BEER INDUSTRY IN WITH 32% MARKET SHARE
Which beer brand do you drink the most?
N=394
4%
2%
2%
6%
13%
14%
29%
32%
Others
Carlsberg
Asahi
Change Beer
Hoegaarden
Singha
Heineken
Leo
Total
3%
2%
3%
5%
15%
16%
28%
29%
Bangkok
4%
2%
1%
8%
8%
11%
30%
38%
Others

9. 8
AGAIN, LEO IS DONINANT BEER MARKET ACROSS AGE GROUPS
Which beer brand do you drink the most?
N=394
4%
2%
2%
6%
13%
14%
29%
32%
Others
Carlsberg
Asahi
Change Beer
Hoegaarden
Singha
Heineken
Leo
Total
5%
2%
1%
12%
17%
5%
22%
37%
18-25
3%
3%
3%
5%
22%
9%
26%
29%
26-30
3%
1%
2%
4%
7%
20%
33%
30%
Over 30
Hoegaarden is prefer more by 26-30 group, while Singha is favored by over 30 group

10. 9
SUPRISINGLY, HOEGAARDEN HAS LOW BRAND AWARENESS BUT
IT’S 4TH PLAYER IN THE MARKET WITH 12% SHARE
Which beer brand do you drink the most?
N=394
89% 89% 88%
83%
70%
59%
56%
46%
43%
24% 22%
19% 18%
16% 15% 14% 13%
29%
14%
32%
6%
2% 2%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage

11. 10
LEO AND HENEIKEN CREATE A BIG GAP WITH OTHER PLAYERS
Which beer brand do you drink the most?
Heineken
Singha
Leo
Change Beer
Asahi
Tiger
Carlsberg
Hoegaarden
Usage
Awareness
High
Low
High
Low

12. 11
GOOD FLAVOR & PRICE ARE THE MAIN REASONS FOR CHOOSING
THE BRAND
What are the reasons why do you choose that brand? (drink the most)
N=394
2%
3%
3%
4%
5%
6%
7%
10%
12%
17%
18%
18%
30%
35%
64%
Ceblerity represent that brand
Foreign brand
Others
Love the the advertising
Brand can not be faked
Nice packaging
Frequently have promotions
Don't cause digestive problem
Thai brand
Friends /family recommendation
Trusted brand
Don't cause headache
Many people drink that brand
Good price
Good flavor
Total
1%
0%
3%
0%
3%
2%
9%
10%
14%
17%
9%
22%
33%
63%
56%
Leo
1%
5%
2%
8%
5%
13%
5%
10%
3%
13%
26%
19%
30%
18%
74%
Heineken
2%
0%
2%
2%
10%
2%
6%
12%
28%
16%
28%
20%
36%
30%
64%
Singha
0%
11%
4%
4%
4%
13%
7%
13%
2%
27%
13%
16%
22%
4%
87%
Hoegaarden
Leo is chosen because of its competitive price

13. 12
1/3 THAI DRINK BEER ONCE/MONTH
How often do you drink beer in last month?
N=394
Male drinking more frequent than female
4% 5% 4%
5% 5% 5%
17%
22%
16%
20%
26%
18%
18%
18%
18%
35%
24%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Once/month
2-3 times/month
Once/week
2-3 times/week
4-6 times/week
Everyday
Mean* 5.58 6.45 5.26
*: average time/month

14. 13
76% THAI DRINK 1-3 BOTTLES OF BEER EACH TIME
How many beers have you drink each time on average?
N=394
3% 2% 4%2% 2%
2%4% 5% 1%
15% 14%
20%
41% 41%
41%
35% 37%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Female Male
One bottle/can
2-3 bottles/cans
4-5 bottles/cans
6-7 bottles/cans
8-10 bottles/cans
Over 10 bottles/cans
Mean* 2.3 2.23 2.47
*: average #bottles or cans/time

15. 14
GERMANY & JAPAN ARE TOP 3 COUNTRIES
What origins of beer that you would like to drink in?
N=394
18%
8%
1%
3%
4%
9%
10%
12%
13%
20%
54%
I don't care
Other
Czech
Mexico
Singopore
Denmark
Nertherland
America
Switzerland
Japan
Germany
Total

16. 15
A HALF USUALLY DRINK BEER AT RESTAURANT FOR RELAXING
Where you usually drink beer? What are the purposes for drinking?
N=394 N=394
55%
61%
53%
48%
62%
43%
34%
42%
32%
22%
29%
20%
17%
13%
18%
0%
10%
20%
30%
40%
50%
60%
70%
Total Male Female
Restaurant
At home
Beer club
Street beer club
Bar
56%
68%
52%
45% 46% 45%
37%
43%
35%
11%
13%
11%
6% 7% 6%
Total Male Female
Relax
To celebrate
Build social
relationship
Enhance business
relationship
My hobby/habit
To forget sad
things
To expressmanly

17. 16
ONLY 23% AWARE OF FREE ALCOHOL BEER,
46% OF THOSE WHO AWARE OF IT HAVE TRIED THIS TYPE OF BEER
Do you aware of free alcohol beer* in the
market?
If yes, have you tried it before?
N=445
*:Non-alcohol beer contains 0% alcohol
77% 78% 77%
23% 22% 23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Yes
No 54%
50%
56%
46%
50%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Yes
No
N=102

18. 17
THAI HAVE VERY HIGH INTENTION TO TRY FREE ALCOHOL BEER
If free alcohol beer are become popular in the market
and its flavor is good, are you willing to try it?
N=394
3% 1% 3%
3%
3%
3%
10%
10%
10%
24% 26% 24%
60% 60% 60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Definitely will try
Will try
Neither try or not
Will not try
Definitely will not try

19. 18
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

20. 19
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

21. 20