The company yesterday launched its latest campaign aimed at tightening the relationship between the Benmore brand and its core drinkers, which are men aged between 21 and 35.

The campaign is aimed at increasing sales of Benmore whisky by 30 per cent in the company's 2007 fiscal year, which started last month, and increase the market share of Benmore in the local standard Scotch-whisky segment from 10 per cent to 13 per cent, said Zanita Kajiji, vice president for marketing of Riche Monde (Bangkok).

The whisky has been in the Thai market for almost 16 months and is another flagship brand of Riche Monde (Bangkok) in the local standard Scotch-whisky segment.

Benmore now enjoys 70-per-cent brand awareness amongst Thai drinkers. Its sales between April and June increased dramatically, by 200 per cent compared to the same period last year.

Thailand's standard Scotch-whisky market reached almost three million cases in volume sales last year, or about Bt1 billion in value - up 5 per cent over the previous year. The market leader is 100 Pipers, distributed locally by Pernod Ricard Thailand, with a 70-per-cent market share.

The premium Scotch-whisky segment enjoyed double-digit growth last year with sales volume of more than 700,000 cases. The economy Scotch-whisky segment recorded a decline, with sales of two million cases.

"Our strategy is to build brand awareness and a relationship with target customers. We aim at challenging the existing leader so we become the market leader in the local standard Scotch-whisky segment in the next five years," said Zanita.

She added that the company had launched an advertising campaign entitled "Every Detail Matters", consisting of nine different versions of a television commercial, "aimed at reflecting Benmore's exceptional quality and core values of product development".

The plan also incorporates a marketing programme to strengthen brand positioning, she said.

"In addition to the aggressive advertising campaign, we will also focus on expanding the distribution and visibility of Benmore in all major districts and sub-districts in every region throughout Thailand," said Zanita.

Kwanchai Rungfapaisarn

The Nation