Whisky players step up Thai sell

Pernod Ricard and Riche Monde have introduced Chivas Regal 18-year-old (YO) and Benmore scotch whisky, respectively, targeting different audiences. Riche Monde is looking to tap the standard segment of the whisky market with the launch of Benmore. Retailing at 349 baht(US$8.50) a bottle, the brand is targeted at 22-35 year olds looking for a premium brand at an economy price. To promote the brand, Riche Monde plans to spend 200 million baht (US$4.8 million) on marketing, with half allocated to music marketing activities. The brand has released a single with local band 'Love is' and has also launched a TVC entitled 'Fine Line', depicting several scenes where a fine line on screen demarcates euphoria from a normal state of being. K Krisada Kamolvarinthip, marketing manager for Chivas Regal at Pernod Ricard, said YO had been launched "to create a halo effect of luxury and sophistication to the essence of Chivas Regal 12 YO, and also to switch a mono brand image of Chivas Regal to a master brand experience with a full product portfolio extension". Targeted at young, successful males, who are fashionable, westernised and highly educated, the new Chivas Regal brand aims to tap the younger whisky drinking generation (30-45 year old) in an attempt to expand its customer base. The company has earmarked a marketing budget of 40 million baht to increase awareness of the brand and promote it through non-media activities. "The super premium segment in Thailand is still very small, so we focus our promotions on target outlets," said Krisada. Pernod Ricard will focus on POS and is also rolling out an educational programme called 'Indulgent Tasting', where high-end pubs and clubs will play host to various parties, giving the target group an opportunity to taste-test the whisky.