New-image Mekhong spirit makes a comeback here
After withdrawing from the Thailand market years ago, Mekhong, the 70-year-old spirit brand owned by Thai Beverage, is making a big comeback with a new international image.
Vorarat Charoonsmith, director of Thai Beverage Marketing, said the company three years ago repositioned the Mekhong brand for export, revamping its packaging and labelling.
The brand is now available in the United States, in some countries in Europe including Britain, and in Australia. It is sold at Thai restaurants and international pubs in those markets.
“We now bring the international image of Mekhong into Thailand. We also create a new identity of Mekhong among Thai consumers, with international packaging and consistent product quality,” Vorarat said.
He said Mekhong, a rum-based spirit, was one of the flagship spirit brands owned by ThaiBev, along with SangSom, Hong Thong and Blend 285.
“We have been repositioning Mekhong from a brand targeting male drinkers into a unisex brand with strong adaptability. It can be used in traditional ways or can be used for the creation of other beverages such as cocktails.”
The new Mekhong will target both males and females aged between 25 and 35 who are in the middle and higher classes and have modern lifestyles.
The company has also created strong positioning for its SangSom spirit brand, which is to offer a unique experience and is targeted at artists and people with special skills. Hong Thong will be a mass-market brand. Blend 285 has been positioned as an international mainstream brand.
“I have worked for international spirit firms for almost seven years and I have my own inspiration to apply all the knowledge gained from those international companies to create success for local spirit brands,” Vorarat said.
ThaiBev is injecting Bt40 million into rebranding the image of Mekhong to pit it against other premium brands globally.
With the tagline “The Spirit of Thailand”, the brand has embarked on a series of high-end event sponsorships, starting with acquiring title rights for Amber Lounge Monaco 2012. Amber Lounge is the pre-eminent post-Grand Prix party venue that sees royalty, Hollywood stars, Formula One race drivers and the movers and shakers of Europe gather together to lend glitz and glamour to the world-acclaimed Monaco Grand Prix street race.
