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Mekhong’s fixtures in King Power’s duty free stores at Bangkok Suvarnabhumi Airport are designed to command an eye-catching presence |
THAILAND. International Beverage Group has installed two permanent in-store displays for Mekhong, one of its most popular spirits brands, in Bangkok Suvarnabhumi Airport, the main hub of the brand’s homeland.
The fixtures, situated in King Power’s duty free stores of the airport’s East and West wing Departures areas, are designed to command an eye-catching presence and give travellers the opportunity to purchase Mekhong as a memento of their Thailand visit. The branded displays are supported by two full-time Mekhong brand ambassadors, explaining the history and provenance of Thailand’s original and national spirit.
Mekhong – dubbed the ‘Original Spirit of Thailand’ – is Thailand’s national spirit and is named after the Mekhong River. It was the country’s first locally produced branded spirit and has been a domestic success story for over 65 years.
Distilled and blended at the Bangyikhan Distillery using an age-old distillation process, the balanced, complex spirit is produced from both cane sugar extract and rice and is blended with a secret recipe of indigenous herbs and spices.
Designed to showcase the Thai heritage of Mekhong and herald the modernity of the brand, the display is dominated by the brand’s signature red and yellow colours as well as the iconic Mekhong logo.
The luxuriant materials aim to convey the quality of the product while fitted spotlights on a glass-encased bottle showcase the spirit’s golden colour.
Introducing Mekhong to an international audience
The freestanding display is part of an ongoing programme to introduce Thailand’s iconic premium spirit to a new international audience. Recently re-launched in international packaging, the partnership with King Power is a key step in a fully integrated re-launch campaign which will reposition Mekhong for a global audience, with a strong focus on increasing brand awareness in the US and across European markets.
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Mekhong’s signature red and yellow colours encase a golden-coloured spirit |
Commenting on the installation, International Beverage Group Head of Marketing David Lind said: “The King Power shops at Suvarnabhumi International Airport are the ideal shopping platform to showcase the re-launch of Mekhong as a global spirits brand, illustrating and explaining the spirit’s quality and authentic history as a refreshing long drink and as an ideal spirit base for both contemporary and classic cocktails.”
King Power International Co Group Deputy Managing Director Susan Whelan added: “We are delighted to have provided the opportunity for passengers at the airport to appreciate Mekhong Original Thai Spirit as an ideal gift or holiday memory to take away from Thailand.”
Mekhong Original Thai Spirit, sold in a 75cl bottle at 35%abv, retails at 330 Baht (US$10.15) in Suvarnabhumi Airport. Mekhong is exported to more than 25 countries.
Mekhong Original Thai Spirit will be displayed at the TFWA Asia Pacific exhibition in Singapore next month on International Beverage Group’s stand (M1).
About International Beverage Holdings
International Beverage Holdings (www.interbevgroup.com) was established in 2005 as the international arm of ThaiBev, one of southeast Asia’s leading alcohol beverage companies. With a network of regional offices in Asia, Europe and North America, the company is responsible for the production, sales, marketing and distribution of a portfolio of premium global brands in over 80 countries and territories.
Inver House Distillers (www.inverhouse.com) is globally integrated into International Beverage Holdings and drives the distillation and maturation of Scotch through its five distilleries.
International Beverage brands include Chang Beer, Thailand’s iconic beer brand; Old Pulteney, Balblair, anCnoc and Speyburn single malt Scotch whiskies; Hankey Bannister blended whisky; Mekhong, “˜The Spirit of Thailand’; and Caorunn, a small batch distilled Scottish gin infused with five Celtic botanicals.
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