This marks the company's first foreign construction job - an auspicious one for president Plew Trivisvavet who foresees tough times ahead when fewer government and private construction projects are going on stream due to ceaseless political jitters.

Though the dam is Pharaonic in scale, it was surprising that Plew himself never visited the site before the deal was signed. "I was afraid that my presence here might ruin everything," he said.

Obviously, Plew was afraid of the bad luck his presence could bring, which might explain why he rarely shows up at social functions or even in newspaper columns. It is interesting to see how competition goaded him into side-stepping into the limelight.

Tourney tippling

It's ridiculously easy to buy a can of beer or a bottle of whisky in Thailand, especially after the burgeoning growth of the convenience store chains that now crowd every soi in Bangkok.

Thus, the latest Rajabhat Institute Dusit's survey is not surprising. During 1989-2003, alcohol consumption tripled.

In 2003, 30 per cent of Thais consumed 3,691 million litres of alcohol, making Thailand the fifth-biggest boozing nation in the world. The survey presents other interesting facts. Most drinkers are male, aged between 25-44: 7.8 million of them. And 76 per cent of them started tippling before they reached 24.

The second group of drinkers are young males aged 11-19: one million or 21.2 per cent of everyone in that age bracket.

Equally interesting is during the past seven years, alcohol consumption among female teens between 15 and 19 skyrocketed 5.6 times.

And now, with the arrival of the 2006 World Cup, consumption is expected to reach gusher proportions, given that the authorised broadcaster is DhosPaak Communication Agency which is owned by liquor tycoon Charoen Siriwadhanabhakdi.

Charoen holds a majority stake in Thai Beverage Plc, the country's largest brewer and whisky maker. Given that the broadcast rights cost Bt250 million, no businessman would expect to invest such a truckload of cash without getting anything in return.

All entertainment venues are beefing up promotions to entice drinkers to spend nights watching the matches with their friends - a month-long football and drinking spree.

All of which leaves us shocked - shocked! - that World Cup month is going to see a staggering spike in booze sales.

achara_d@nationgroup.com