about tap

our background

TAP - our current office

TAP Group was established in Thailand in 1993 and began operation in 1995. Currently, TAP Group employs over 300 people at its Bangkok offices and brewery in Nonthaburi.

  • Date of Establishment:September 16, 1993
  • Registered Capital: Bht 1,000 million
  • Business Type: Brewer and distributor of quality beer
  • Company's Assets: As of September 2007: Bht 3,816 million

TAP Group began brewing and marketing Heineken in Thailand in 1995. In 2004, it started brewing Tiger, the most successful Asian beer in terms of export volume which has also won more than 40 international awards. In 2005, TAP Group launched Cheers, a high quality beer with smooth-but-intense flavor, targeting consumers who favor high quality beer at a more affordable price. To cater to the diverse and discerning needs of the Thai consumers, TAP Group later added Tiger Crystal Light and Cheers X-Tra to its portfolio.

In August 2010, TAP Group was appointed the authorized importer and distributor for Guinness and Kilkenny, two Irish premium brands brewed from Dublin, Republic of Ireland, aimed at expatriates and residents in Thailand.

RESPONSIBLE AND 
DISTINGUISHED PLAYER IN THE
ALCOHOL INDUSTRY WITH
“BEST IN CLASS” BRANDS
IN PREMIUM AND MAINSTREAM MARKETS.
Awards and recognition
  • ISO 9001:2000 Certification (May 2001)
  • ISO 14001:2004 for Excellent Environmental Management (December 2005)
  • ISO 22000 for Food Safety Management Systems (November 2009)
  • Heineken Quality Award 2000, 2001, 2005, 2011 and 2014
  • Heineken Brewery Award 2005, 2007, 2010 and 2011
  • Tiger Brewing Quality Award 2006 and 2011
  • Cheers received the Monde Selection Award 2007 and 2013
  • Cheers and Cheers X-Tra were both awarded the Monde Selection Award 2009, 2014 and 2015

milestones

Current

  1. 2019

    • Launch Cheers Siam Wizen
    • Launch Heineken 0.0
  2. 2018

    • Launched CHEERS Northern Strawberry and Tiger Radler Lemon
    • Heineken Quality Award 2017
  3. 2017

    • Heineken Quality Award
    • Launched CHEERS Shogun Orange
    • Cheers X-TRA and Cheers Ricebeery Monde Selection Award
  4. 2016

    • Launched CHEERS Rice Berry and Strongbow, the UK’s No. 1 Apple Cider
  5. 2015

    • Heineken Quality Award 2014 in June
    • Cheers X-tra Monde Selection Award –2015
  6. 2014

    • Heineken Quality Award
    • Cheers X-tra Monde Selection Award 2014
  7. 2013

    • Cheer Monde Selection Award 2013
  8. 2012

    View award
  9. 2011

    • Heineken Brewery Award 2010 in June
    • Tiger Quality Award 2011 in Dec
  10. 2009

  11. 2008

    • Heineken Brewery Award 2007 in June
  12. 2007

  13. 2006

  14. 2005

    • Heineken Quality Award
    • Launch of Cheers Beer in October
    • ISO 14001:2004 Accreditation
  15. 2004

    • Expansion of brewery from 100 million liters to 200 million liters with an investment of Bht. 2,900 million in Feb
    • Launch of Tiger Beer, brewed in Thailand in July
  16. 2002

  17. 2001

    • Heineken Quality Award 2000
    • ISO 9001:2000 Certification in May
  18. 1995

    • Grand Opening of brewery in August
  19. 1994

    • Stone laying of new brewery

board of director

Mr.Arsa Sarasin

Mr.Arsa Sarasin

Chairman

Mr.Vanich Chaiyawan

Mr.Vanich Chaiyawan

Vice Chairman

Mr. Rudolf  Gijsbert Servass van den Brink

Mr. Rudolf Gijsbert Servass van den Brink

Vice Chairman

 
Mr.Chai Chaiyawan

Mr.Chai Chaiyawan

Director & Secretary

General Pang Malaku

General Pang Malakul na Ayudhaya

Director

MR. Pridiyathorn Devakula

M.R. Pridiyathorn Devakula

Director

 
Mr.Pornwut Sarasin

Mr.Pornwut Sarasin

Director

Mr. Jeremy Beadles

Mr. Jeremy Beadles

Director

Mr.Kenneth Choo

Mr.Kenneth Choo

Director

 
Ms. Maud Meijboom-van Wel

Ms. Maud Meijboom-van Wel

Director

Mr.Panya Pongtanya

Mr.Panya Pongtanya

Director

Management Team

Mr.Larry Lee Chio Lim

Mr. Michael Lim

Managing Director

Mr. Michael Lim was appointed as Managing Director of TAP Group, from 1st October 2019. He has been Managing Director of HEINEKEN Taiwan since April 2015 and during that time, Michael and the team have grown the business to record profit levels, overseen the launch and local production of Tiger® Beer and Strongbow Cider and supported the development of three of his team to become Management Team members in other OpCos, whilst also renewing his leadership team to be future ready. Under his leadership HEINEKEN Taiwan achieved one of the highest Climate survey scores across HEINEKEN. Michael was also a champion for APAC Boost people cabinet and he had led the EVP program for APAC which had put us in a new level in the recruitment of APGPs.

Prior to Taiwan, Michael was the APAC Regional Sales Director for a year where he oversaw the introduction of EOE, sales systems and raised Modern Trade capability in the region. Before that, Michael was the Head of Marketing and later Commercial Director of HEINEKEN Vietnam between 2007 and 2013 in which time market share doubled and Tiger® was put on its growth path. Michael joined HEINEKEN in 1995 as Regional Marketing Manager (Heineken®) and subsequently AGM (Marketing) in APBS before pursuing his career outside HEINEKEN.

With his outstanding achievement in executive role, we hope that Michale Lim will bring his knowledge and experiences to support us on the company’s growth, including make a great contribution and drive future business success to our organization.


Mr.Prin Malakul

Mr.Prin Malakul

Senior Director – Human Resources, Legal & Corporate Affairs

Prin Malakul was appointed as Corporate Affairs Director, oversees corporate relations, communications and legal affairs in June 2012, and currently he has been appointed as TAP’s Head of Human Resources. His new role is now Senior Director – Human Resources, Legal & Corporate Affairs.

Prin has been working at TAP since the company began its operations in 1994, initially as Brand Manager for Heineken, responsible for launching Heineken into the Thai market. For more than 20 years, he has implemented strategic marketing campaigns to develop TAP’s business in his capacity as Product Development Manager, Marketing Manager for Heineken, Trade Marketing Manager and Marketing Director overseeing TAP’s five brands – Heineken, Tiger, Cheers, Guinness and Kilkenny. His new role in Human Resources is to focus on the formulation of Human Resources Plans, Policies, Leadership Development continuously as well as to enhance TAP Performance Driven Culture to the organization.


Ms. Ee Lin Loh

Ms. Ee Lin Loh

Marketing Director

Ee Lin Loh was appointed Marketing Director at TAP with effect from 1st October, 2018. During her time with TAP, Ee Lin will lead the Marketing and Trade Marketing sections of the Commercial Department.

Ee Lin started her career with HEINEKEN Malaysia in January 2011 and since then has succeeded in shifting the Heineken brand performance from ‘Building’ to ‘Star’. During her time, the Heineken brand in Malaysia displayed strong business growth and was also the recipient of multiple awards and accolades. Ee Lin was also responsible for setting up the cider category in Malaysia, initially through the launch of the new brand, Apple Fox, and later through the securing of the local production of Strong Bow that gained category leadership towards the end of 2017.

We hope that Ee Lin will bring the knowledge and experiences she has been gained to push and support our company to achieve ongoing sustainable growth.


Mr.Kawee  Meksongruek

Mr.Kawee Meksongruek

Supply chain Director

Khun Kawaee has been employed by TAP Group since 9 Feb 1995 in various technical positions at TAP before being assigned to the brewery in the Solomon Islands from 1 Oct 2012. Khun Kawee has done impressive work at the brewery at the Solomon Islands. We welcome him back to Thailand and we are confident that Khun Kawee is the right person to take the brewery at TAP to the next level.


Pichai Jiraroongrojana

Mr.Pichai Jiraroongrojana

General Sales Manager

Pichai has been working with TAP group since 2010. He has led the Modern Trade team as National Key Account Manager over his first 4.5 years. In early 2015, Pichai was assigned the role of Regional Sales Manager (Bangkok area) and established the traditional trade route to market, then he was appointed General Sales Manager in November 2015.

Pichai has over 20 years of experience in sales, business development, product management, and account management. He also has experience in managing various customer channels which include retail, modern trade, distributors, and dealers.


Thipwajee Aneknuan

Mrs.Thipwajee Aneknuan

Financial Controller

Mrs. Thipwajee has over 18 years of experience in financial, auditing, and risk management roles in her career across the auditing, fastmoving consumer products, food and transport industries. Previously she has also worked abroad in the United State of America.

Before joining TAP, Mrs. Thipwajee was Senior Financial Controller at Linfox Transport (Thailand) Ltd.

Mrs. Thipwajee has a Bachelor’s Degree in Business Administration, majoring in Accounting from Assumption University, Thailand. She also has a Master’s Degree in Business Administration (English Program) from Ramkhamhaeng University.