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Business Focus : InterBev appoints UK General Manager, Geoff Tirrell

โดย amthaiTeam

amthai exclusive interview

Interview with Geoff Tirrell, the new General Manager of International Beverage (InterBev)

The global arm of ThaiBev which owns Chang beer and the Mekhong brand, International Beverage Holdings, has appointed Geoff Tirrell as its InterBev UK general manager with effect from 1 August 2010.  Geoff currently works as a Trustee Thai-UK Trust and Event Co-ordinator for The Thai Festival at Battersea Park 2010. He was a Managing Director of Entbe Ltd from 1997 to 2009, which was an exhibitor as well as sponsor of numerous Thai and UK events and charities. Geoff has been heavily involved in the Thai restaurants and the UK's wholesalers increasing awareness of Thailand. He imported Thai products, successfully securing listings in four of the top five UK supermarkets. Amthaipaper would like to offer the reader an exclusive interview with him.


amthai: By way of introduction, could you tell us about your educational and work  background?

I was born in Kensington, West London and went to School at Latymer Upper School, Hammersmith, where I studied Biology, Geography and Economics A-levels. At Brighton University I studied a BSC Hons in Environmental science, so running a green business has always been important to me. In the past we used LPG vans for restaurant deliveries in London and ran several green initiatives to help lower our carbon footprint and limit our impact on the environment.

After graduating from University I spent some time working for Bottoms Up off license group, and then in 1997 joined the family business importing Thai beer. As a family, we secured listings in numerous large supermarkets such as Tesco, ASDA, Sainsbury's and Waitrose, also placing advertisements in main stream magazines such as GQ, Maxim, Delicious magazine and FHM raising the profile of Thai products in the UK.


In 2007 we celebrated 30 years of successful business by running various campaigns that included Bus, London Underground and taxi advertisements.


I am also a Trustee of the Thai UK Trust, registered UK charity 1114647, we have raised close to £100,000.00 to date for good causes in the UK and in Thailand. For the last six months I have been helping to organise the 2010 Thai Festival at Battersea Park with my mother, Pantipa Tirrell, and sister, Donna Tirrell, who are also trustees for the Thai UK Trust charity. We are hoping to raise even more money from this annual community event for good causes, such as the Chaipattana Foundation.

At the beginning of this year I managed to take some time off and spent time travelling around Thailand and South East Asia. It was good to be in Thailand on holiday rather than business and spend some quality time with my relatives.



amthai: Tell us about your new role in Chang & Interbev

After meeting with the president of Thai Beverage PLC., Khun Thapana Sirivadhanabhakdi and his team both here in the UK and Thailand, I am delighted to have accepted the role of General Manager for Chang UK.

My role will see me overseeing the sales and marketing of Chang Beer and Mekhong in the UK.

amthai: What lies ahead for Chang and Interbev in the coming year?


Chang is a truly exceptional Thai beer, created to compliment the unique culture, heritage and cuisine of Thailand. Within only four years of launch, Chang beer became the number one selling Thai beer brand in Thailand. Now Chang premium Thai beer is recognised for its unique quality all over the world. It is a very exciting prospect to be working with a truly international Thai brand with a strong global reputation.
Mekhong was the first branded spirit to be produced in Thailand and has been a leader in its domestic market for approaching 70 years. Mekhong has recently undergone a packaging redesign. Using the Mekhong River as the source of inspiration, it has taken traditional Thai boating iconography and incorporated it into the new pack design in a subtle and contemporary style.
Both Mekhong and Chang are the perfect accompaniments to Thai and Asian Foods.

amthai: What are the next activities and promotions from Chang that we should be looking forward to over the next year?

Watch this space! We have numerous initiatives, activities and announcements planned for the coming twelve months.

amthai: Greeting to our Thai community.

I am looking forward to again working closely with the Thai community and building on the strong family and company values of International Beverage PLC. I will also enjoy helping to support the Thai community and increasing the UK consumer awareness of two of Thailand’s most famous products Chang beer and Mekhong, both have a heritage that all Thai and Asian people can be proud of.


Amthaipaper would like to take this opportunity to congratulate Khun Geoff Tirrell for his new role, and wish him much success in the years to come.



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