Smirnoff, currently ranked the best-selling premium spirit in the world, is being launched in the Kingdom at a time when white spirits are becoming more popular.

For the first time in Thailand, the firm plans to use an integrated marketing plan. Armed with a Bt50-million marketing budget, the company plans to grab a 40-per-cent share of the market.

Smirnoff is already the leader in the local vodka market with a share of 33 per cent, because the brand has been imported by independent traders. A 700-millilitre bottle goes for Bt590.

With a 100-year heritage, the brand has a reputation for high quality and purity, with no colour, odour or flavour. Last year, Smirnoff won a Hands Down Favourite award from The New York Times, based on votes by a panel of vodka experts in a blind test of 21 leading vodka brands.

Riche Monde (Bangkok) senior brand manager Orand Puipunthavong, in charge of the  launch, said: "The target customer group is men and women 20-30 years old who like to party, like to be strikingly original and are looking for something new to spice up their lives. The marketing concept is 'Clearly Original - Clearly Smirnoff', reflecting its authentic and long heritage."

Zanita Kajiji, vice president for marketing at Riche Monde (Bangkok), said: "All over the world, the vodka market has grown fast and consistently. From 2000-04, Smirnoff had an average worldwide growth rate of 6.3 per cent, whereas the entire vodka market grew about 5 per cent.

This was mainly due to the popularity of cocktails and mixed drinks. In Thailand, sales of white spirits have grown 19 per cent in the past three years. We think this is a good time to develop the white-spirits market in Thailand. Vodka is the fastest growing segment in Thailand, and Smirnoff is spearheading our marketing plans."