"We will spend about Bt200 million on marketing activities this year, up from Bt135 million last year, to encourage the domestic RTD [ready-to-drink] market, which is worth about Bt3 billion," Revadee Supatrakachorn, marketing manager for consumer products, said yesterday.

About 60 per cent of the marketing budget would go to below-the-line activities including marketing events, while the remaining 40 per cent would support media advertising.

The new Spy Cocktail in

three flavours will target urban

consumers who lead a "party lifestyle".

Alcoholic beverages with less alcohol content still enjoy great growth potential as drinkers are always looking for new alternatives that can deliver unique tastes, she said.

"We have improved our Spy Cocktail product after a crucial study made with bartenders around the world. We found that cocktails with ready-to-drink mixers are quite popular among drinkers rather than conventional cocktails," she said.

Based on the study, the company redeveloped Spy Cocktail products by "improving" its taste and packaging.

Spy Cocktail is convenient for drinkers as they don't need a mixer.