Cambodian Beer Brands Brewing Up Stronger Advertising Budgets

A printed banner advertising Angkor beer, featuring well-known Cambodian singer Preap Sovath, is displayed on the wall of a building in Ream National Park.

Television and print advertising by beer companies in Cambodia rose by 19 percent last year to hit $3.3 million, according to estimates by regional market research firm Indochina Research. However, this figure does not include advertising for concerts and sporting events, which accounts for the majority of promotional activities by beer brands here.

“Apart from the overall value, the spending report gives an objective idea on the branding efforts done by each brand in the media,” said Xavier Depouilly, general manager for Vietnam and Cambodian market research operations at Indochina Research, who noted that Ganzberg topped the charts for TV spots during 2016 with 57,117, followed by Cambodia beer with 34,947 spots, and Angkor at 26,448.

The Kingdom’s three major breweries include Cambrew, makers of Angkor, Bayon, Black Panther and Klang beers, Khmer Beverages, producers of Cambodia beer, and Cambodia Brewery Ltd, which brews Tiger, ABC, Anchor and Crown, and which earlier this month opened a new $100 million plant to expand production and make Heineken under licence.

Cambodians drink roughly 6.1 million hectolitres of beer per year, or 38.6 litres per person, according to Heineken’s own data, putting them among the top beer-drinkers in the region, although still well below the per capita consumption of Europeans.

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