From zero to 3.2 million hectolitres, creating one of Cambodia’s strongest beer brands from scratch, and all of that in just seven years: this is what Khmer Beverages has managed to achieve.
And how did they do that? “With iron discipline, principled family values, outstanding team spirit and absolute dedication, combined with an unswerving will to succeed,” that’s the explanation, seemingly simple yet cognitively complex, given by Meng Leang, Group President of the parent company Chip Mong Group.
Steep growth
In 2009, the crazy idea of setting up a brewery took root in the Leang family. It was crazy because so far Chip Mong did not have any experience whatsoever in the field of beverage production. So as to feel his way into the brewing sector, Meng’s brother Peter went to the Research and Teaching Institute for Brewing (VLB) in Berlin where he completed his apprenticeship as a brewmaster. The group handled the first two construction phases for the brewery together with two German component suppliers. When it came to the third and biggest expansion step, the management opted for Krones. “Krones offered us the technology we needed and a suitable team for our growth plans. In Neutraubling, we could see with our own eyes this company is in a position to offer the whole package,” says Meng Leang.
Krones offered us the technology we needed and a suitable team for our growth plans.
Meng Leang
Over 90 per cent sold in cans
Right from the start, Khmer Beverages relied solely on the Cambodia brand, a pale lager with five per cent abv. Over 90 per cent of it is nowadays filled in beverage cans. Beer in cansis well-known and a popular choice in Cambodia., a preference that in Meng Leang’s view is not going to change in the near future. It was in early 2017 that Khmer then started to abandon its one-brand-only strategy and launched a dark stout.
Khmer Beverages’ expectations are significantly higher for the diversification of its product range to cover soft drinks as well. “Entering the soft-drinks market is yet another major milestone for us,” he says and continues to map out his goals: “For beer, we’re targeting a market share of 45 per cent to be reached by 2022.” It is not least the 29 exclusive beer distributors located all over the country who will make sure this benchmark is attained. “Having a good team is extremely important. We look after our customers, we want to learn from them and improve our performance on a daily basis,” is how he outlines the investment in his sales partners, which in his eyes is a long-term one. These sales partners are “now part of the family”.
“You can’t buy a good relationship”
And he expects precisely the same from his suppliers. “You can buy good technology, but you can’t buy a good relationship with your partners. Communication with Krones is uncomplicated and goal-driven, the Krones team knows what we want, and adapts to the challenges emerging day in, day out, so as to find the best solution. Our products are thus swiftly released on the market, and this means money flows back.”
You can buy good technology, but you can’t buy a good relationship with your partners. Communication with Krones is uncomplicated and goal-driven.
Meng Leang
The Chip Mong Group wouldn’t be what it is today if those responsible didn’t come up with a steady stream of fresh ideas. You see, the Khmer Beverages mega-project has hardly been successfully completed, and already Meng Leang is planning something new: “We now have gained some valuable experience with products based on water.” So within two years Chip Mong is aiming to set up a production operation for whiskey in the vicinity of its brewery, investing around 40 million dollars. For as the businessman says: “People aren’t going to stop drinking.”
Turnkey order for Krones
Process technology for beer
- Five-kettle brewhouse rated at 600 hectolitres per brew and 14 brews a day (Steinecker ShakesBeer, Steinecker Stromboli, Steinecker EquiTherm)
- Fermentation and storage tanks
- Filter cellar
Process technology for soft drinks
Filling equipment
- Canning line for beer (rated at 90,000 cans an hour)
- Canning line for hot-filling juices and soft drinks specifically for the Asian market (rated at 38,000 cans per hour)
- PET line for water (rated at 40,500 containers an hour)
- For optimum protection of the kit: lubricants from KIC Krones
Utilities
- Steam boiler house
- Refrigeration system
- Parts of the water treatment system
- Compressed-air supply
- Integrated CO2 recovery system
- Medium- and low-voltage power supply
Wouldn't that be something for you too?
