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“Everything we sell is based on our taste because we have to like what we provide,” he
elaborates. Among his favourite is Pale Ale and craft beers. “Craft beer is special because
of its taste. Craft translates to small batch production. The reason the fl avour is so
pronounced is because the product is not mass produced. The creators can control every
part of the brewing from mashing to fermentation.”
They began importing from Molson Coors with Cobra Beer, and are now bringing in
King Cobra, a brand that will introduce premium Indian beer to the Thai market. The super-
premium, double fermented pilsner is dubbed as a champagne lager due to its smooth yet
frothy texture and oversized corked bottles. King Cobra is Molson Coors’ most luxurious
product, perfect for sophisticated banquets and weddings.
With Christmas just around the corner, Beerlicious will be introducing Fat Man Red Suit
Big Sack, a red India pale ale (IPA), Magic Christmas Unicorn, a vanilla ice cream ale and Bling
Bling, an imperial IPA – marking the launch of three seasonal products. They also plan to
bring in four more products during this festive season. This will increase their imports to 15
types of craft beers from two renowned brands.
Beerlicious’ premium beers are sold in over 100 stores in Bangkok and Pattaya,
including prestigious fi ve star hotels, restaurants and bars such as Brewski and HOBS. They
also provide bottles and kegs of draught beers for weddings, corporate events and other
special occasions.
As beer is one of the highest taxed imported products, it is not surprising that they
often run into tax and fi nancial issues. In Thailand, tax laws change often, and as a result,
start-up businesses may take a lot of time to get around the system. When asked how they
overcame such struggles, Sajan said. “Analysing the issues critically and consultation with
business partners always does the trick. It’s just important to remember that every problem
can be solved.”
So is it really worth pursuing a business that is controlled by such stringent laws?
“The Thai beer market is actually controlled and monopolised by the big players,” Sajan
reveals. “But it’s worth it because there are loopholes you can get around. It is an exciting
industry. Everyone is continuously evolving their strategies so we have to be on top of it
as well. It is a risky business since tax laws can be changed tomorrow, but knowing that
customers want our products keeps us motivated.”
He also expressed interest in expanding the brand further. “We don’t want to limit
ourselves to just beer or alcoholic beverages,” he shares. “We want to off er more than
our current range. For example, during Christmas we will also be importing chocolates For more information, follow Beerlicious on:
from Australia that aren’t available in Bangkok.” Along with growing their product range, Facebook: beerliciousthailand
Beerlicious plans to expand geographically by spreading out to Phuket and Chiang Mai. Instagram: beerlicious_thailand
With Sajan’s fervent ambition and dedication to his newly launched company, there is no
doubt that Beerlicious will meet more success ahead.

ALL- A C CESS INT O B ANGK OK ’ S C ONTEMP OR AR Y INDIAN LIFEST YLE