Jack Daniel's repositions to suit shifting Thai economy

Published on .

BANGKOK -- As purchasing power around Thailand slides, the distributor of Jack Daniel's bourbon is embarking on a marketing shift. Caldbeck McGregor (Thailand) Co plans to reposition the bourbon-- currently marketed as a middle-class country-style liquor--as a premium-grade whisky for executives.

Caldbeck McGregor executives say the purchasing power of the previous target group, drinkers at country-style entertainment outlets, has plummeted during the current economic slowdown in Thailand, while that of executives remains high.

"Positioning Jack Daniel's as a cowboy-style whisky does not suit the Thai market," says Managing Director Vinai Tonavanig. "Most drinkers look down on its low image despite the fact that Jack Daniel's is priced at over $16 per 75 centiliter bottle - as much as premium scotch whisky."

In addition to more conventional promotional practices, the company plans to visit upscale bars and other entertainment venues to offer free drink coupons and discounts to everyone looking like a prosperous executive. Local agency Creative Publicity and Services handles.

Copyright October 1997, Crain Communications Inc.

In this article:
Most Popular