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Published on March 11, 2008

It plans to promote its Johnnie Walker Red Label whisky among the city's massive crowds of revellers.

The event, costing Bt5 million, will be held from April 13-15 at Kad Suan Kaew shopping centre. No alcohol will be served.

The theme Red Heaven will allow all participants to enjoy well-known bands and singers, including J Jetrin Wattanasin, Bodyslam and Da Endofin, as well as preserving the traditions of Songkran in an atmosphere of responsible drinking.

About 20,000 people are expected to attend.

Diageo Moet Hennessy's marketing director Vorarat Charoonsmith said the company believed in encouraging responsible drinking among Thai consumers.

"It will be our condition that no alcohol will be served in our Songkran campaign," he said.

Brand manager Naroote Foo said the company expected double-digit growth for its Johnnie Walker Red Label product this year.

"We are trying to convert drinkers of standard Scotch whiskies to Johnnie Walker Red Label, the company's flagship brand in the premium segment," he said.

The company is promoting Johnnie Walker Red Label through trade outlets such as pubs and restaurants, using music marketing as its major platform.

The product now dominates the 500,000-case premium Scotch whisky segment, with an 80-per-cent market share. Its major competitors are 100 Pipers 8 Years and Ballantine's.

"We have invested more than Bt10 million in a sponsorship deal with J Jetrin on his new album. From November last year to April this year, J is conducting five roadshows with us every month to promote Johnnie Walker Red Label. His big concert, REDioactive Musical Party, will be held on April 26," Naroote said.

Kwanchai Rungfapaisarn

The Nation