elef Posted July 15, 2004 Report Share Posted July 15, 2004 STREET WISE: Horse to take on the lion Published on Jul 15, 2004 o, here comes a new kind of beer ? with a familiar marketing strategy. Thai beers already use elephants and lions as logos. This time Archa (horse) beer is pinning its hopes on equine advertising. Archa?s producer, Thai Beverage Marketing Co Ltd ? which also makes Beer Chang ? hopes Archa will directly compete with Leo (lion). Leo is a product of Boon Rawd Brewery and popular among low-income earners who want to drink beer with an alcohol content of about 5 per cent. In launching Archa, Thai Beverage Marketing has acknowledged that its new product will slightly eat into the market share of its flagship Chang (elephant) beer, but the firm says it has a strong belief in the power of the horse. So if another new beer enters the market, will it resort to the power of a stronger animal ? perhaps the buffalo? Carabao Dang, which uses buffalo horns as its logo, may be pleased to hear this. It wouldn?t be a difficult proposition ? Carabao Dang?s owners already operate a brewery ? and it would thus let loose another animal in the beer battlefield. The Nation Link to comment Share on other sites More sharing options...
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