Economic Slump Won't Affect Beer Gardens

[george]

Slump won't affect beer gardens

BANGKOK: -- Drinkers are still expected to party at Thailand's seasonal beer gardens despite an economic climate in which they could be forgiven for tightening their belts, promoters say. Thai Asia Pacific Brewery Co, the brewer of Heineken, and Boon Rawd Brewery Co, the brewer of the Singha and Leo brands, opened their beer gardens on Thursday evening at Central World Plaza.

The beer garden at the prime retail site at the Ratchaprasong intersection in central Bangkok is now in its 10th year. New brands use beer gardens to attract new customers, with live music, promotional games and marketing activities.

Boon Rawd has spent 50 million baht opening 114 beer gardens nationwide, including 17 in Bangkok Metropolitan. Whereas TAPB spent 40 million baht at Central World, one of nine this year.

Jeff Kimble, commercial director of TAPB, said the company was spending heavily at Central World to boost its premium image, not just to attract sales.

Heineken's `Phenomenon' beer garden is 700 square metres, has the capacity for 170 tables and sports an upper deck.

Its size has been scaled down from last year, when TAPB had more than 1,000 square metres for 200 tables, because the shopping mall is being renovated.

Mr Kimble was confident 1,000 people would fill Heineken's beer park at Central World each day, as long as it didn't rain.

Rival Boon Rawd has a 1,000 square metre garden, with 500 tables, up from 900 square metres last year.

Chutinant Bhirombhakdi, executive vice-president and director of Boon Rawd Brewery, said the firm expected to sell 2,700 litres of draught every night at Central World, up from 2,100 litres last year.

``I think the economic slowdown will not affect beer consumption at the beer garden. Just 150 baht per jar (one litre) is not too expensive for people to pay,'' he said.

--Bangkok Post 2005-11-19