Tawandan Distillery is part of Carabao Tawandan Company, which also owns the popular Carabao energy drink, and is one of the company’s latest efforts to increase its share of the alcohol market.
The company will launch Southeast Asia’s largest and “state-of-the-art” spirits distillery in 2023, it said. FoodNavigator-AsiaAbout big plans to acquire existing large companies in the alcohol market.
“The great features of our products extend to the raw materials and processing. One of the biggest advantages is that they are less likely to give you a hangover than regular alcoholic beverages.”Manop Bumronchart, marketing manager of Carabao Tawandan, said:
“The secret lies in Thailand’s famous jasmine rice, which we use as a key base ingredient. We also char this jasmine rice as part of the manufacturing process.”
“As a result, using local ingredients not only lowers the cost of alcohol, but also significantly reduces hangovers for consumers after a night of drinking.”
Jasmine rice is a key ingredient in many products, from the signature Tendo Whiskey, touted as the “first and only Thai whisky,” to Khao Hong Thai Vodka and Taiyo Soju.
“We have also aimed to incorporate all the best technology into the production of our alcoholic beverages. For example, Tendo is made using the same process that Suntory’s Hibiki whiskey is made, but instead of using Japanese rice. We just use Thai jasmine rice.”he added.
“We know that many alcoholic beverages, including whiskey and brandy, are trending at the moment, so we are exploring it further here, and we are also exporting to several other countries, such as Vietnam and Cambodia.
“During the pandemic, soju was very popular as many people were stuck at home watching Korean dramas. So, although it will be on a bit of a decline in 2023, we are proud to offer soju with Thai jasmine rice. It’s based on an advantage because it has a lower cost and more abundant raw materials available.
“Many of our formulations and processes are close to those used by leading companies, such as how Tendo imitates Hibiki, but with the advantage of Thai jasmine rice, this will help us grow our market share going forward. I hope it will be useful.” [especially] Given current economic considerations. ”
The company’s sister company, Tawandan German Brewery, also launched five beers under the Carabao and Tawandan brands late last year, adding to existing local beer market leaders such as Thai Bev’s Chan and Boon Loud Brewery’s Singha. The company aims to compete with imported brands such as Carlsberg. And Heineken.
big challenge
However, the company still faces major challenges in the face of intense competition from large established companies and unexpected differences in tastes across the country.
“What we found very difficult was catering to all the opportunities and demands because we found that each region of the country had very different tastes.”he said.
“For example, we see that most consumers in central Thailand want more whiskey, while those in northern Thailand want more vodka.
“Having said that, we are confident that the alcohol industry we are a part of will continue to grow.”