Alcohol still key as Bhirombhakdi family firm grows in new sectors
Singha Corporation is a subsidiary of Boon Rawd Brewery, with the major stake held by the Bhirombhakdi family. The family oversees management of all of Boon Rawd’s subsidiaries covering five sectors – beer and alcohol products, food and beverage, packaging, property and a mix of others business including music and retail.
Boon Rawd Brewery restructured the group business in the year 2000 and set up Singha Corporation the following year. Then Boon Rawd became the holding company, and all day-to-day operations came under each company, which reported to the new corporation.
Since then, Boon Rawd has doubled its size by moving in new directions related to non-beer products. The first foray was into snacks and food, and then gradually to other businesses including packaging, logistics, property development and energy.
The group is now in its fourth generation of leadership under Phurit Bhirombhakdi, son of Santi Bhirombhakdi. Phurit is the CEO of Boonrawd Trading, a holding company of Singha Group.
Phurit is fond of saying that the group expands to new sectors when they see a good business opportunity. That includes the move into the property sector, which holds high potential to help drive the group’s income growth and generate high profits.
In the end of year 2017, the group recorded total sales of Bt180 billion and expects to achieve Bt200 billion in this year, with up to 80 per cent of its total sales coming from alcoholic and non-alcohol products, Phurit said earlier this year.