US whiskies gushing into Kingdom
Exports of US-made distilled spirits to Thailand soared 201 per cent in terms of sales in the first quarter this year from the same period in 2005, in contrast to the modest growth of Scotch-whisky consumption, according to the Distilled Spirits Council of the United States.
"It is a very good sign of things to come with the great acceptance of American whiskies among the Thai people," said Frank Coleman, the council's senior vice president. "Part of the success is the mixed character of American whiskies, which contain 51 per cent corn and maize, giving a sweetness to the whiskies. This is quite different to Scotch whisky products, of which almost 100 per cent of the ingredients are from barleys, which creates a smoky flavour," said Coleman, who is in Bangkok with Jimmy Bedford, master distiller of Tennessee-based Jack Daniel's Tennessee Whiskey, the largest spirits exporter in the US. "Thailand is clearly a priority market with potential for growth. The country enjoys a mature hospitality industry driven by great hotels with wonderful nightclubs and restaurants. The market is quite appropriate for featuring premium products like American whiskies," said Coleman. He said Japan and South Korea were the two top markets for US whiskies in Asia, while the consumption of US-made spirits in China was growing rapidly. The council has also witnessed good penetration in Vietnam, Taiwan and Singapore. "While production of American whiskey and bourbon has been around since the 18th century, we have recently seen a rebirth in consumer interest in these products, not only in the US but across the globe," Bedford said. He added that case sales of Jack Daniels to Thailand had steadily grown at around 20 per cent per year. In 2005, global US spirits exports totaled approximately $743 million. Exports to Thailand reached almost $1.3 million in 2005.
Kwanchai Rungfapaisarn The Nation
|
