Group B USA, the first and only Thai craft beer distributor in the United States, has taken a major step in its expansion by beginning to brew its beers domestically. Historically, American beer enthusiasts and fans of Thai cuisine have been familiar with mass-produced Thai beers like Singha and Chang. However, Group B aims to bring a new wave of craft beers to the U.S., including innovative IPAs and unique brews flavored with dried bananas.
In an exclusive interview with Group B’s CEO, Bamee Prapavee Hematat, it was revealed that the craft beer movement in Thailand has seen significant growth in recent years. Hematat explained that a growing community of brewers and consumers is driving the demand for more diverse, creative, and high-quality beer options. Despite the rise of over 100 craft beer brands in the country, Thailand’s craft beer industry remains small, constituting less than 1% of the overall beer market.
The growth of craft beer in Thailand, however, has faced numerous obstacles due to government restrictions. Until recently, only large, macrobreweries were allowed to package and distribute beer, and strict regulations on alcohol—including a ban on advertising, limited sales days, high taxes, and little support for microbreweries—have hindered the industry’s development. While some of these restrictions are slowly being lifted to attract more tourists, large corporations still dominate the Thai beer market, limiting innovation and variety.
Hematat emphasized that the difference between Thai craft beer and mass-produced alternatives extends beyond flavor and scale—it’s about access to opportunities. He stated, “Craft beer in Thailand is not just a beer or a community; it’s a movement.” In response to the strict beer laws, a new generation of craft brewers has turned to social media as a means of bypassing the traditional market, reaching consumers directly.
As Group B continues to shape this evolving movement, the company has chosen California as its launchpad for U.S. operations. Hematat highlighted the influence of West Coast beer styles on Thai brewing trends, as well as California’s large Asian population and access to key brewing ingredients, as key factors in the decision.
“While the beer is now brewed in America, it still delivers the same spirit, flavor, and story it was born with in Thailand,” Hematat affirmed, as Group B seeks to introduce its authentic Thai craft beers to American consumers.
With this bold expansion, Group B is poised to become a key player in the growing craft beer scene, both in Thailand and abroad, as it pushes the boundaries of traditional beer brewing in an industry long dominated by corporate giants.
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