Singha Corporation is expanding globally and has plans to open breweries and establish partnerships overseas.
The campaign is part of the company's ongoing efforts to double foreign revenue to 20% of total by 2015. Singha also wants to be one of the three largest beer brands in the region, up from about tenth place now.
Piti Bhirombhakdi, the regional marketing director, said Singha is seeking to grow globally two ways. It will contract local breweries to produce Singha beer, continuing to manage and control marketing and distribution, and it will establish fully owned or joint-venture operations in foreign markets.
These arrangements will help the company reduce logistics costs and increase competitiveness with local and international brands in each country targeted.
Singha's international strategy is different from that of Thai Beverage Co, its arch-rival. The producer of Chang beer is acquiring firms directly as a shortcut to fast expansion.
Singha has became a global partner of two English football clubs, Manchester United and Chelsea, while Chang is sponsoring Real Madrid and Barcelona.
Mr Piti said the company has contracted Moosehead, Canada's oldest independent brewer, to produce Singha beer for the US market. The first distribution is set for October and will be handled by Singha North America.
"We set a 1% market-share target in the US," said Mr Piti.
Earlier, the company contracted a German brewery to produce Singha beer in plastic bottles to sell at UK stadiums.
The company is expecting to conclude a deal in the next few months with a European company to produce Singha for the European markets.
Mr Piti said Singha plans to invest in Myanmar, Vietnam and Cambodia in the near future. In Myanmar, it is looking for a brewery with a capacity of 80-100 million litres per year.
"Myanmar is our priority market, followed by Vietnam," said Mr Piti.
Some 30 million litres of Singha beer were sold in Myanmar via border trade last year, likely rising to 40 million litres this year, he said.
Singha is looking for a distributor in Vietnam and is setting up an office in Cambodia. It will allot 450 million baht this year for international marketing.
In Thailand, Singha plans to increase its production capacity by 500 million litres over the next three years to 2 billion litres.
The Excise Department reports Singha sales in the first two months of this year rose by 21% year-on-year to 353 million litres for a 65-70% market share.
Singha plans to grow its sales by 8% this year.