Singha launches fruit juice-based beverage with low-alcohol content
After not launching any new alcoholic beverages for almost seven years, Singha Corporation has opened up a new market segment with a low-alcohol fruit-based cocktail beverage, Syder Bay.
To be distributed by its subsidiary Boonrawd Asia Co, Syder Bay is made of fruit juice with 3.5 per cent alcohol content.
The company claims to be the first in Thailand to launch its own cider brand.
Up until now, Singha’s most recent new alcoholic products were Singha Light, launched in 2006, and E-San Beer in 2007.
“We have seen a global trend both in Europe and Asia where young consumers have higher concerns on health issues and changed their drinking behaviour towards beverages with low alcohol content,” said Chatchai Wiratyosin, Singha’s marketing director.
Need to lead
“As a leader in the local alcohol industry, we needed to do something.
“If we do nothing, our beer market will be affected negatively, as it will be partially replaced by the new cider-based beverages. Then we will lose our market,” he said.
Chatchai yesterday flew to the Cambodian capital to participate in “CamFood Phnom Penh”, an international trade show for the food and drinks industry, running from today through Friday.
He said that at the trade fair, the company would display Syder Bay together with other alcoholic and non-alcohol beverages and foods, to seek business opportunities particularly in emerging overseas markets.
“We will exhibit all of our products at the fair as we will be able to access new market opportunities we have not yet reached.”
He added that the company would join another trade fair in Myanmar next week.
Syder Bay will be available in three flavours, Pop (apple juice), Reggae (peach juice), and Jazz (red berry juice), and will come in 275-millilitre glass bottles at Bt32 each. The product will be available from October 16 at convenience stores, supermarkets and traditional-trade outlets.
“We aim for our Syder Bay to achieve the leading position in the local market for cider-based beverages within two years,” Chatchai said.
Syder Bay is produced by Thai Spirit Industry, owner of Full Moon alcoholic beverages, via an original equipment manufacturing (OEM) agreement with Singha Corp.
About 1.6 million litres (Bt180 million in sales value) of Syder Bay products are expected to be sold this year, and up to 20 million litres with Bt1.8 billion in sales value next year.
“We expect Syder Bay to become the No 1 brand in the local market for cider-based cocktail beverages within the next two years,” Chatchai said.
