Dewar's White Label gets big budget for Thai launch
Bacardi (Thailand) Ltd yesterday said it will spend up to Bt100 million over the next 12 months during the official launch of Dewar's White Label on to the local market.
White Label is set to challenge the major players in the local premium Scotch whisky segment, which include Johnnie Walker Red Label. The company also plans to launch Dewar's 12, which will compete directly with Johnnie Walker Black Label and Chivas Regal in the super premium segment. "We expected Dewar's White Label to gain at least 10 per cent of the local 300,000-case premium Scotch whisky segment in the next 12 months," said Sompong Choakpibulkarn, senior marketing manager for Bacardi (Thailand). He said the worldwide "Dewarism" campaign would be introduced locally to support the launch of White Label. "Our Dewarism campaign has been created to reflect the living and business philosophy of Tommy Dewar, the brand founder, and his idea of positive thinking. "These will be presented under the motto 'The journey of life can be enjoyed without giving up on the achievement of success'," said Sompong.
Kwanchai Rungfapaisarn The Nation
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