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Whisky Set for Big Push in Thailand.
Byline: Nilubol Pornpitagpan
Aug. 6--'What's the Rush?" is the slogan of Jameson Irish Whisky's new worldwide advertising campaign. Very apt for laid-back Thailand where the distiller aims to begin pushing its presence despite having been here for two decades.
"The whisky market is very vibrant in Thailand at the moment. We've seen the success of Scotch whiskies and think this is the great opportunity for Jameson to make a move here," says Ronan Gillespie, regional director for developing markets of Jameson Irish Whisky.
"Our whisky is distilled three times. That makes it taste good and very smooth to drink. Other whiskies are distilled twice," he said.
Jameson's target consumers are young adults aged 25 to 30 who love to socialise.
"Those who love whisky, love socialising," says Mr Gillespie.
"And Thai people are like our Irish -- we love to socialise. The difference is we do it at pubs while the Thai people love to do it at restaurants. We found from our few days stay here that Jameson accompanies well with the spicy food here."
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