LIQUOR INDUSTRY
Whisky ads to beat ban
Bacardi (Thailand) brand executive Sithiporn Uathawikul stands between two presenters of William Lawson’s Scotch whisky, set to be its ‘fighting brand’ in the three-year-old whisky segment. At Bt350, William Lawson’s will be cheaper than its competitors.
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Bacardi plans major marketing campaign prior to new law
Bacardi (Thailand) will spend heavily over the next two months to screen its latest television commercial promoting William Lawson's, a new player in the country's three-year-old secondary-whisky market. The campaign is designed to minimise the impact from the expected ban on advertising alcohol, due in new regulations that are now before the National Legislative Assembly. Bacardi plans to spend almost Bt70 million in marketing William Lawson's whisky this year, about Bt30 million of which will be invested in screening the company's first-ever television commercial on major free-to-air television channels between 10pm and 4am. Bacardi (Thailand) brand executive Sithiporn Uathawikul said that all marketing activities would have to be adjusted to comply with the new alcohol regulations. "We [Bacardi] need to focus on one-to-one marketing activities with our target consumers, including direct selling and organising of sales and promotional campaigns at points of sale," Sithiporn said, adding that the company would use a customer database developed by its affiliate spirit brand Bacardi Breezer. He said the William Lawson's product was different from rival brands in the secondary-whisky segment aimed at trendy, modern urban drinkers "William Lawson's will target suburban consumers who prefer a different lifestyle," Sithiporn said, adding that the company would market the brand through garden restaurants recognised by suburban customers. Bacardi will promote William Lawson's as its "fighting brand", completing its product portfolio. Previously, it lacked a secondary whisky to meet demand from outlets including pubs and restaurants as well as individual drinkers. Priced at Bt350, William Lawson's whisky will be cheaper than its major competitors, 100 Pipers and Benmore, which together currently control about 90 per cent of the secondary-whisky market. It is expected to take a 5-per-cent share of a market totalling 3 million cases this year.
Kwanchai Rungfapaisarn The Nation
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