Vattanac Brewery has officially opened in Phnom Penh, launching two new beer brands into the crowded Cambodian market.
While the new brewery is Cambodia’s 10th to be granted an official license, the scale of investment in the project – estimated by the Khmer Times to have cost USD $140,000,000 – likely indicates the seriousness which Vattanac is taking their new beverage endeavour.
After kickstarting production in late October at the brewery, Vattanac launched two new beers, Vattanac Premium Beer and Krud Pilsner Beer in December.
Both brands have launched with aggressive integrated advertising campaigns indicative of the power and scale of the Vattanac Group, one of Cambodia’s largest conglomerates that has investments in a bank, a vast property portfolio and a range of other firms.
Vattanac, a pilsner with an upbeat message to “spark limitless Cambodian joy”, held a ‘Late Night Shopping, Fashion & Countdown’ festival in Phnom Penh on New Years Eve as part of their activities to stand out in Cambodia’s crowded local beer scene.
Krud Beer, also a pilsner, has launched with similar fanfare with a ‘Good Time for a Krud’ campaign including a TVC and a wide range of digital and offline marketing activities.
The light-hearted campaign, developed by Singaporean agency TSLA, also includes a ‘Krud Idol’ music show and even features live sponsorship of Cambodian boxing.
‘We are fun. And that’s why everyone wants us around. We are Cambodian. We speak like you, not at you. And if there was anyone who knows what’s good, it’s us. We are the shining light of positivity that makes the world smile. So, pull open a bottle and celebrate “GOOD TIME FOR A KRUD”.’
In a press release shared to Asia Brewers Network, Vattanac Brewery highlights their ambition to the “the leading brewer in the kingdom”. With a reported production capacity of 76,000,000 cases per year and conversations in local media about export, it is likely we will be hearing more from the Cambodian upstart brewery in the coming months and years.
