Brand Success Stories
More than half of Thailand’s population (54%) bought the Singha brand in 2024. Manufactured by Boon Rawd Brewery since 1933, Singha’s flagship premium pale lager is well known around the world as ‘The Original Thai Beer’. It is enjoyed by consumers in more than 50 countries, often as an accompaniment to a Thai meal, and is made instantly recognisable by the iconic golden lion logo on its packaging.
In its home market, Singha now plays in a broad range of categories, and this diverse portfolio has helped it to buck the declining trend that is impacting the country’s beverage sector as a whole.
The fastest growing beverage brand in Thailand, Singha has expanded its range continuously, extending from its core beer offering into the soft drinks and drinking water categories. Produced from artesian well water, Singha Soda Water is the biggest selling soda water in the country.
New product launches in 2024 included a sugar free version of Singha Lemon Soda, which offers health-conscious consumers a high vitamin C boost. Balancing global fame with catering to local tastes, it also introduced new flavours including Red, Yuzu and Ume (Japanese Plum).
This strategic expansion helped Singha to grow its Consumer Reach Points (CRPs) by an impressive 25%, to be chosen by Thai consumers a total of 18.3 million times over the year. Finding new space with new variants broadened Singha’s relevance and appeal, attracting one million new shoppers to the brand across the market.
Singha’s products are available in a variety of bottles and cans, making them convenient to drink in a variety of occasions.
Through introducing its Singha Life branded merchandise – including clothing, sunglasses, cameras, bags and drinks coolers – the brand has aimed to grow its buyer base by targeting a younger audience.
2024 also saw Singha sign a deal to extend its sponsorship of the Stake F1 Team KICK Sauber Formula 1 team.
Skincare brand Clear Nose has mastered the art of momentum, with three consecutive years of growth in CRPs. This momentum shows no signs of slowing: it increased its CRPs by an impressive 69% in 2024, driven by a significant penetration gain of 1.7 million new shoppers.
With 34 international beauty awards under its belt, Clear Nose is particularly renowned for the unique expertise it has built in acne treatment. It offers a range of specialist products including gels, serums, cleansers, and sunscreens, all designed to help reduce spots, redness, and scarring.
Clear Nose has also broadened into targeting other specific skin concerns, such as dark spots and dryness. In 2024, it achieved growth across a number of different categories and beauty routines – including facial moisturiser, sun protection, body moisturiser and face wash and foam.
Popular products include Moist Skin Barrier Moisturising Gel, which protects sensitive skin against pollution, Dark Spot Bright Serum, which revitalises the skin and reduces dark spots, and a Vitamin C Super Serum that focuses on nourishing skin and reducing the appearance of pores.
Super-concentrated formulations including serums, gels, cleansers, and masks provide users with powerful intensive benefits. Clear Nose offers travel-sized versions of some consumer favourites, making them convenient for on-the-go skincare.
To ensure maximum availability, Clear Nose sells its products in almost every major retail channel across Thailand, at a reasonable price point, ensuring that all consumers can access the brand.
