Riche Monde (Bangkok), distributor of Johnnie Walker scotch whisky, has urged the government to decide within two weeks whether it can use the logo and brand to promote the upcoming Johnnie Walker Classic golf event in Phuket.

If the government bans the use of the logo and brand, as well as prohibits the company from using the brand in the name of the tournament, the alcohol company is ready to move the event to either South Korea or South Africa.

The Johnnie Walker Classic has been thrown into jeopardy by government legislation banning alcohol advertising and sponsorship, which will take effect on December 3.

At least two countries - South Korea and South Africa - have shown an interest in taking the tournament from Thailand, Vorathep Rangchaikul, president of Riche Monde, said yesterday.

The tournament's organising committee has given the liquor trader two weeks to decide.

Riche Monde is set to hold the tournament in Phuket in March, and many of the world's top 50 players are expected to participate.

It is hoped the event will boost Phuket's tourism income, and golf stars including Ernie Els and Adam Scott have agreed to join the tournament.

Vorathep estimated that the tournament would generate employment and at least Bt1 billion in profit for Phuket.

It will be televised live to 300 million households in 62 countries, and Johnnie Walker has also committed to promoting Thailand as a golf and spa paradise during the coverage.

Riche Monde asked the Prime Minister's Office and the health, tourism and sport ministries about three weeks ago for permission to keep the name Johnnie Walker in the tournament's title and maintain billboard advertising around the course.

The government is yet to respond.

Vorathep said that if the request were not granted, the company might shift the tournament to another country.

The company has sponsored the Classic for more than 15 years and has already invested more than Bt100 million in next year's tournament, including the attendance fee for several players.

"We have already confirmed the location, the Blue Canyon course in Phuket, so if that changes the golfers could refuse to attend, claiming we had broken the contract," said Vorathep.

He said sport and other industries would lose about Bt10 billion from the incoming ban on alcohol advertising.

The company cited surveys of universities and private agencies that stated the ban was unlikely to reduce alcohol consumption.

Vorathep said an annual Bt2 billion in liquor promotion cash would be lost to the media.

The drinks industry also spends about Bt4 billion on sponsoring around 200,000 Thai bars and restaurants to erect liquor signs on their premises.

Vorathep made the remarks at a seminar called "The New Total Ad Ban: Social and Business Balance", hosted by Thai-language newspaper Krungthep Thurakit yesterday.

He added that the ban would cost more than 30,000 young promotion women, who earn about Bt8,000 a month, their jobs.

Riche Monde currently employs more than 300 women and spends almost Bt400 million in media advertising a year.

"Ninety per cent of these girls use their wages to finance their education. If they become unemployed, does it mean we're driving them to seek money in inappropriate ways?" Vorathep said.

Another speaker, Witawat Jayapani, president of the Advertising Association of Thailand, told the government the ban was impractical and favoured some liquor firms.

He said the existing regulations restricted companies to simply promoting their brands, banning any message to convince people to drink, which was good enough.

Witawat also questioned the efficacy of the ban, which would not affect online advertising that is difficult to control and easily accessed by teenagers.

Kwanchai Rungfapaisarn

The Nation