The company next month will launch its new "Thai" brand aimed at the economy segment.

The Bt20-billion blended whisky and Bt25-billion white spirit markets are expected to shrink 15 per cent this year. Sangsom expects its sales to decline by 10 per cent this year, according to Viroj Chantaramoree, deputy managing director of Thai Beverage Marketing Co Ltd.

The waning spirit market reflects the economic slowdown and reduced spending power among consumers. A new excise tax levied on all spirit products since September last year has led to price increases and slower sales.

The Bt20-million promotion titled "Sangsom gives you an exclusive experience" is set to strengthen the bond between Sangsom and its target market - general consumers and artists aged between 20 and 35.  The campaign, which will run through December, includes a lucky draw for five Mercedez Benz A 170s and 200 gold pieces weighing one baht each.

"We have never communicated with our target customers or organised any promotional events," said Viroj. "This is the first time we have launched a promotional campaign for Sangsom in its 29-year history," he said, adding that at least Bt100 million would be allocated this year to promotions and advertising.

The company's brands include Sangsom, Maekong, Mangkorntong and Hong Tong. Sangsom is the company's flagship brand, which competes directly with any imported whiskies. Sangsom accounts for more than 50 per cent of the company's sales.

Viroj said the company would organise road shows around the Kingdom to promote Sangsom. It will start at Seacon Square in Bangkok from September 14-17, after which it will go to Central Festival Pattaya on October 7 and 8, The Mall Nakhon Ratchasima on October 13 and 15, Kad Suan Kaew Chiang Mai on November 4 and 5, Kosa Complex Khon Kaen on November 18 and 19 and Lotus Phuket on November 25 and 26.

Kwanchai Rungfapaisarn

The Nation