It is well known by people in the beer industry that “Songkran Festival” of every year is an important sales page in “high season” that every camp has to accelerate marketing hard. To stock up on sales early
Same as this year That all camps have started to pack their products into the market periodically since the beginning of March the past To support the important upcoming sales pages
The product is distributed from the factory to the agent. From agent to sub agent From sub-agents to shops, sub-shops, restaurants, etc.
But recently, after having COVID-19 Returned to 2 new waves of epidemic, and one of them is Thonglor entertainment cluster And found that risk groups have traveled to many provinces, causing the Ministry of Public Health (Ministry of Public Health) to issue measures to control pubs, bars, entertainment venues to adjust the color of the new area.
By setting Bangkok, Pathum Thani, Nonthaburi, Samut Prakan and Nakhon Pathom as the red zone, the highest control, entertainment venues, pubs, bars can be opened no later than 3 p.m. Alcohol is prohibited.
Similarly, the Bangkok Communicable Disease Committee meeting (April 5) passed a resolution to shut down entertainment venues in three Bangkok areas – Klong Toey, Wattana and Bang Khae – to control COVID-19. From 6-19 April this
Bangkok ordered the closure of 196 entertainment venues in the area “Klong Toey-Wattana-Bang Khae” to intercept COVID.
Negative factors affecting the high season
A high-level news source from the beer industry admitted to “Prachachat Business” said the measure would directly affect sales channels through entertainment venues, pubs and bars, but there was some breathing channel. Because sales channels through supermarkets Various retail convenience stores are also open for sale.
And see that the overall picture of the beer market during the high season this year will be better than that of last year’s Songkran That was during the COVID-19 outbreak and the authorities have locked down measures. And prohibit sales nationwide
“At that time, various stores stocked a lot of products. But the authorities announced a ban on sales No festivals Some provinces have an order to suspend sales for 1 week, in some provinces for 2 weeks, very hurt. While on the shelves and freezers of the convenience store Supermarkets used to be a place for liquor, beer Was changed to the area of other products instead “
A source from Boonrawd Trading Co., Ltd., a Singha beer dealer, said in this regard, Leo. Since the beginning of last year The overall picture of the beer market is gradually recovering. But it hasn’t been back as it was before COVID-19, and admitted that the cluster of Thonglor will affect the beer market. But still unable to assess or predict the impact And believe that both consumers and distribution channels will adapt
While another source from the beer industry said From economic problems Reduced purchasing power Including control measures to prevent the spread of COVID-19 Tighter Especially entertainment venues that are at risk A number of consumers may instead opt to purchase alcoholic beverages from retail supermarkets for family gatherings instead of restaurants. Or a pub bar with restrictions
Mr. Prin Malakul Na Ayudhya Director of Corporate Affairs, Thai Asia Pacific Brewery Co., Ltd., a Heineken beer producer and distributor, commented that Tiger Overall, the beer market during Songkran this year was also affected by a number of negative factors, especially COVID-19. And changing consumer behavior Which had a moderate impact on the alcohol market
And is expected in terms of spending less Less outing Some shops or channels (shops, pubs, small bars) were shut down, all affecting the beer market and the alcohol industry. From the uncertain situation Causing various distribution channels to stock up on not much beer And focus on stocking as much as expected to be able to sell only
Closed entertainment venues in 41 provinces for 14 days.
Win a good tourist city.
Mr. Achirawat Wan Srisawat Director, ISTB Company Limited, an importer and distributor of craft beer, lager and allemant. Commented on this matter This year, the overall picture of the beer market, especially during the high season of Songkran, the beer market has been significantly sluggish. And still difficult to assess the situation Since this year’s Songkran has longer holidays than in the past years, contrary to the overall decline in purchasing power and the slowing economy.
“I believe that even with 6-10 days of vacation, but in terms of shopping or traveling Expected to have only 3-4 days as most people have not much purchasing power. And from negative factors, both purchasing power that has decreased Changing consumer behavior And the outbreak of COVID-19 Therefore difficult to assess the situation “
However, Mr Achirawass commented that Although the beer market may be sluggish in general. But personally, I believe that in tourist provinces such as Hua Hin, Pattaya, etc., the beer market is likely to grow well. In the past, stores have gradually started to stock up on alcohol in order to receive sales pages and people who will travel to.
Owner of a large beer delivery store in Klong Toey area Bangkok stated that During this year’s Songkran Festival From observation, it was found that the retail shops had not much stock of beer. Part of it should come from having a long vacation. A number of people may return to the provinces.
Which since the beginning of April, people have gradually returned to other provinces In addition to the economic situation and poor purchasing power. Making people be careful when shopping What many people worry about is if COVID-19 rises again. Or there is a ban on the sale of liquor and beer, it may affect the sales of the shop Therefore not much stock of products
While the major beer agents in Phetchaburi Province commented that During this Songkran festival, beer is expected to sell very well. Since this year there are many long holidays And part of it will come from tourists from other provinces who travel to the area
In the past, we have gradually stocked up a number of products to support the demand. And expect the product to have enough to sell at least 10-15 days
Still have to continue to hope that High season, will the beer market be there any other negative factors this year?
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Read original news: COVID haunts – purchasing power Affect the Songkran sales page “High season beer”
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