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Published on January 17, 2008

The brand was introduced into the Thai market last year.

The company plans to increase sales volume 20-fold - from 250 cases last year to 5,000 cases this year - with aggressive marketing activities.

Glenmorangie comes in three product categories: Original, Lasanta and Quinta Ruban. All of the categories will be changed to a new look.

Francois Portail, wine and spirit consultant for Moet Hennessy Asia Pacific, said changes would include names, packaging and production quality. The company will increase the alcohol percentage from 43 per cent to 46 per cent.

He said Diageo Moet Hennessy (Thailand) expected to see sharp growth in sales volume this year after the new launch of Glenmorangie. The company will conduct marketing activities to introduce the products to high-potential scotch drinkers. One example is to hold meetings with clients to test Glenmorangie.

However, the company cannot plan for promotions, because it must wait to see whether an advertising ban on alcohol products will actually take effect, particularly regarding above-the-line activities.

Meanwhile, 70 per cent of the marketing budget will be spent on below-the-line activities and the rest on above-the-line ones. However, the company cannot reveal this year's marketing budget, said Portail.

"Thailand is a good market among Southeast Asian countries. We're quite confident that the new look of Glenmorangie products will receive a good response from Thai drinkers," he said.

Diageo Moet Hennessy (Thailand) expects to shift Thai whisky drinkers to single-malt scotch. Portail said company would reduce retail prices of Glenmorangie from an average of Bt1,700 per bottle to Bt1,550, in order to widen the appeal in the mass market.

Age and taste are the differences among the three Glenmorangie categories. The Original is refined for 10 years and combined with delicious fruity notes and delicate spicy flavours. There are 26 distinct aromas in the Original, such as vanilla, honey and lemon.

The Lasanta is refined for at least 12 years. Initially, the material is matured in bourbon casks and then extra refined in top-grade oloroso sherry casks. The Lasanta provides spicy flavours like ginger and cinnamon.

The Quinta Ruban is also refined 12 years but extra matured in the finest ruby port casks for at least two years. It has dark chocolate, mint and orange flavours.

Nalin Viboonchart

The Nation