Keeping the fizz | Bangkok Post: business

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Keeping the fizz

Singha boss talks about his empire while stressing the importance of good people

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'We were weak. We thought we had done everything right." 

‘A company cannot survive without skilful people no matter how much money you have,’ says Mr Santi.

Santi Bhirombhakdi, president of Boonrawd Brewery Co, reminisced about the lowest point of Boonrawd when the newcomer "Chang" emerged, breaking Singha beer's long-time leading position in Thai beer market and eroding its market share to 26% in 2003 from 82% in 1996.

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