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Published on April 11, 2008

Launched yesterday, Oops! Mocktail is the company's second non-alcohol brand since Berri Sunbest which came out two years ago.

The new brand targets consumers aged from 13 to 25 in the middle class segment.

San Miguel has allocated Bt30 million for Oops! Mocktail out of a total Bt70 million marketing and advertising budget for non-alcohol products, said commercial manager Chirawan Assavanich. Of the Bt30-million allocation,  used for media advertising and the rest for marketing.

San Miguel will start its marketing during the Songkran  Festival this weekend in Bangkok,  Chiang Mai and Chon Buri, aiming to build wide brand  awareness among targeted consumers.

Major distribution channels are convenience stores near schools and universities.

 The company is also discussing with alcohol beverage manufacturers the potential for Oops! Mocktail as a mixer or conducting co-marketing activities in night clubs and pubs.

The company hopes that the brand will attract a 5-10 per cent market share.

San Miguel also has a business plan for its Berri Sunbest fruit juice. It expects to launch two or three more flavours this year such as Valencia orange juice and pomegranate juice while planning to withdraw its unsuccessful mango flavour.

The company targets double sales growth for the brand from Bt50 million last year to Bt100 million this year.

Sales manager Anapat Horyingsawad said the company would keep developing new products to be launched when the market was ready for them.

Nitida Asawanipont

The Nation