Liquor firms exploit music marketing to boost product visibility

[webfact]

 

Stop-Drink Network Thailand has raised concerns about liquor corporations’ use of music marketing tactics to advertise their products. Teera Watcharapranee, the network’s director, unveiled that a network survey revealed beverage enterprises leveraging music marketing to fuse artists and performers, conducting concerts to boost their product’s visibility, particularly across social media platforms.

 

The investigation was carried out during the Songkran festival on April 13 and 14. Volunteers were dispatched to scrutinise the marketing efforts of three substantial alcoholic beverage producers. The events were hosted in and around leading shopping centres, restaurants, and nightlife hotspots. Many of these events were complimentary concerts, while others necessitated an attendance fee.

 

Watcharapranee highlighted that these companies had adopted a brand-sharing approach, using identical brand names and logos for their alcoholic and non-alcoholic products, such as still water and soda water. This method is seen as a way to sidestep stringent alcohol advertising regulations.

“This could contravene Section 32 of the Alcoholic Beverage Control Act, which oversees alcohol advertising.”

Watcharapranee further revealed instances where concert tickets could be exchanged for free beer, and organisers failed to screen for underage attendees.

 

Watcharapranee shared plans to report the findings to the government’s Road Safety Centre for further scrutiny. The data will also be sent to a House committee responsible for amending the Alcoholic Beverage Control Act. This ensures the revised law would implement measures to keep pace with the marketing strategies of liquor companies and mitigate indirect advertising of their alcoholic products, said Watcharapranee.

 

“The law must be amended to control the sale of alcoholic beverages by major liquor companies.”

 

Watcharapranee also suggested that the Public Health Ministry should shift its focus to tackling new marketing strategies by liquor companies rather than concentrating solely on drunk driving-related road accidents.

 

Watcharapranee warned that new marketing campaigns are designed to entice new drinkers. Without any counter-action, the financial burden of medical bills and other related costs would fall on the Public Health Ministry, he concluded.

 

by Mitch Connor

Picture courtesy of Rad Season

 

Source: The Thaiger 2024-04-17

 

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[hotchilli]

3 hours ago, webfact said:

Stop-Drink Network Thailand has raised concerns about liquor corporations’ use of music marketing tactics to advertise their products.

Best of luck with that.

[Bangkok Barry]

4 hours ago, webfact said:

Watcharapranee highlighted that these companies had adopted a brand-sharing approach, using identical brand names and logos for their alcoholic and non-alcoholic products, such as still water and soda water.

 

And the self-appointed drink police have only just noticed something that has been going on for many years? At least five or six years ago there was a ridiculous tv commercial featuring young people dancing ecstatically after drinking one brand of water. Absolutely pathetic.

[topt]

5 hours ago, webfact said:

“The law must be amended to control the sale of alcoholic beverages by major liquor companies.”

In case he hadn't noticed it doesn't matter what the law says if it is not enforced..........drink driving being a classic example.

[Purdey]

Not sure what end result these watchdogs are looking for. A complete ban on alcohol a la Saudi Arabia? If not, why do they assume that people  will stop drinking alcohol if there is no marketing? The fact alcohol is on sale is incentive enough to drink. Shouldn't the anti-alcohol brigade focus instead on education and strict laws on underage drinking?

[Lopburikid]

1 hour ago, hotchilli said:

Best of luck with that.

They do it on TV about 30 times a day. Singa, Chaing, Leo, and Carabao First three do it by soda water, but they know everyone thinks beer. Carabao does it openly with the Carabao Cup and Champions League. on Thairath in Thailand and Bein Sports which also can be seen in Thailand.

[john donson]

the few owners of the piss water make billions, so they are above the law anyway

[AhFarangJa]

So He has never noticed the massive hoardings in and around Bangkok, and other cities with L** and Ch**g logos on them and in small letters at the bottom....mineral water.......

[Jiggo]

Stop-Drink Network Thailand has raised concerns about liquor corporations’ use of music marketing tactics to advertise 

 

The Get-Drink Network says B@lloks to the Stop-Drink Network hic

[AhFarangJa]

1 hour ago, Purdey said:

Not sure what end result these watchdogs are looking for. A complete ban on alcohol a la Saudi Arabia? If not, why do they assume that people  will stop drinking alcohol if there is no marketing? The fact alcohol is on sale is incentive enough to drink. Shouldn't the anti-alcohol brigade focus instead on education and strict laws on underage drinking?

In the many years I worked in Saudi Alcohol was available if you knew how. I even had a Bedouin colleague who took me into the desert and showed me the cairns of stones, under which was the fermenting fruits in large jugs. Blew your head off.

[ripstanley]

It is illegal to advertise alcohol drinks and cigarettes but can advertise cannabis. What a joke.

[Ralf001]

Just now, ripstanley said:

It is illegal to advertise alcohol drinks and cigarettes but can advertise cannabis. What a joke.

 

And when that law came into affect... all the beer companies got into the bottled water game and marketed heavily.

[Jack West Jr]

Welcome to the modern world , Mr Warchanapranee . This is what alcohol-producing companies have been doing around the world for decades . People do like their tipple and making tighter laws or banning the stuff will only lead to illegal home brewing like in South Africa during Covid. 

And if you want to reduce traffic accidents and related casualties have more cops in the streets doing their job .  

[Golden Triangle]

Who gave them the right to tell me what to do with my life eh ??