The highs and lows of the battle over beer gardens

[rooster59]

The highs and lows of the battle over beer gardens

BANGKOK: Another episode of the saliva war over alcoholic drinks, between a beer maker and the alcohol control agency, is brewing.

When Piti Bhirombhakdi, an executive of a leading beer company, recently hit out at Dr Samarn Futrakul, director of the Alcohol Control Committee Office, on his Facebook page, Piti slammed Samarn's remarks that "beer garden" activities were likely breaking the alcohol control law on advertising as insane.

Also, celebrities or singers who join the "beer garden" events might also be in breach of the law on advertising, according to Samarn.

Piti argued on his Facebook page that beer gardens, which are held annually to celebrate the New Year, were legal. If the Office considers them illegal, they should provide more details. Stopping the beer gardens, which are held nationwide during festivals, would affect thousands of waiters and waitresses, he argued.

Piti vowed to continue holding the "beer garden" events and hire both movie stars and singers to join the activities, while also challenging Samarn, saying it remains to be seen who's going to leave and who's going to stay.

The beer maker's argument got the thumbs up and was cheered by many who seemed to overlook the substance of the issue.

What we are focusing on is "violation" of Article 32 of the Alcohol Control Act BE 2008 on advertising prohibition, which forbids several activities. It prohibits liquor companies from hiring public figures, including movie stars, singers and celebrities, for their product advertisements.

Of course, there is a blurred line between a "place" for alcoholic drinks and a "marketing event". What a beer garden is needs to be defined.

From a marketing perspective, one cannot deny that a "beer garden" event, with mini concert, and promotion and marketing activities is a kind of the below-the-line advertising, focusing on specific groups of target consumers. It is different from above-the-line advertising where mass media, including conventional media like television, radio, and print as well as Internet, is used to promote brands and reach out to the consumers.

Liquor companies know that by law, they are not allowed to advertise their products through any media except between 11pm and 5am, but only words not related to the products are allowed. The logos and labels of the products are not allowed to be shown.

So, a "beer garden" should be considered a place only for selling and drinking alcoholic beverages if there are no signages of alcohol products, their logos or labels around the event and celebrities are not promoting and advertising the products or inducing other people to try the products.

Thai society is open to every kind of festival happening all year round and they normally involve consumption of alcoholic beverages. Every year, we see a burgeoning number of beer gardens across the country during the New Year, as if it is a beer festival.

Perhaps, we cannot distinguish one from the other.

Beer gardens are not banned by law, but they are banned from being used as "media" to advertise liquor products to boost sales.

What if celebrities, who were hired to join the beer garden event, posed with the signage of the beer product? Would this be called a kind of advertising? What if the celebrities took pictures of themselves posing with the beer products and then posted those pictures on their social media, could it be called advertising?

Would this action be similar to the recent case in which more than 30 celebrities were accused of violating the alcohol control act when they posted photos of themselves with a beer product on their social media?

The answers are too obvious to the questions on why there is concern about alcoholic drinks and why celebrities are more strictly prohibited than general people.

How about the liquor companies taking "real" social responsibility?

It should be interesting to see who is going to stay and who's going to leave.

Full story: http://www.nationmultimedia.com/national/The-highs-and-lows-of-the-battle-over-beer-gardens-30272359.html

-- The Nation 2015-11-07

[jaltsc]

"Beer gardens are not banned by law, but they are banned from being used as "media" to advertise liquor products to boost sales."

As though rowdy alcoholics, no matter in which nation, need any added incentive to drink more alcohol. Advertising doesn't affect the amount consumed or which brand they will buy. Individuals with more income will tend to buy more expensive spirits and beer. Poor field workers aren't going to be swayed by advertising. They will drink the cheapest moonshine they can get their hands on. Young people with limited income will buy the cheapest beer. It's no different than a man being faithful. He is only as faithful as the options available to him.

Edited November 7, 2015 by jaltsc

[WhizBang]

As usual, Thailand makes a mountain out of a molehill.

Why not focus on the important things, such as police and judicial reform.

[puukao]

I disagree with both above comments. I have cash, and I don't buy the most expensive beer. I definitely don't buy the most expensive wine. Usually somewhere in the middle, and mostly below the average cost. High price does not mean better for beer....once you learn that, things change. hard liquor is different, i believe.

#2. they are focusing on judicial reform by NOT focusing on it.....you don't ask the mafia to focus on changing the mafia...

[dhream]

I saw a 'Chang' promotional night in the gardens of Promenada Mall this week.

It had a Thai headline act, and the usual illuminated promotional blimps, even a table at the front of house reserved for the 'PRESS'.

The green machine was not gonna let a thing as paltry as the law come between them and the thirsty young punters.

[Hayduke]

Is there a Ministry of Minutia that identifies absurdly dumb, meaningless issues designed to waste time and energy?

If so, they're working overtime and doing a splendid job.

Edited November 7, 2015 by Hayduke

[maoro2013]

I still haven't seen a definition of 'Beer Garden' and I need to know. Maybe I have one.

[LivinLOS]

High price does not mean better for beer....once you learn that, things change. hard liquor is different, i believe.

Really ??

Because when I go out.. drink IPAs, witte beers, wisens, wheat beers, and all the craft beers here.. They cost me 300 - 350 a 500ml.. Which to me seems a damn high price..

Care to tell me where I can get 'better beer' cheaper ??

[farangmick]

I still haven't seen a definition of 'Beer Garden' and I need to know. Maybe I have one.

I have a garden, I have a beer, I am content. But I don't have a beer garden because I don't have a few young ladies in skimpy costumes fetching my beer. My wife would probably not approve.

[fred Kubasa]

The millions/billions of T - Shirts/caps bearing these logos/wording should also be in violation of this ridiculous law !

[FangFerang]

This is a deliberate distraction. We are teaching them nasty tricks from the West.

It is a great demonstration of spin doctors, and the one who authored this one has talent.

[kiwikeith]

As usual, Thailand makes a mountain out of a molehill.

Why not focus on the important things, such as police and judicial reform.

A traffic/ driving/ attitude adjustment programme nation wide with televised campaigns would be a good start as well.

[beerzy]

I still haven't seen a definition of 'Beer Garden' and I need to know. Maybe I have one.

I have a garden, I have a beer, I am content. But I don't have a beer garden because I don't have a few young ladies in skimpy costumes fetching my beer. My wife would probably not approve.

a beer garden is outside of a building serving alcohol I have some beers at one a few nights ago at Novetel Plonchit... no skimpys and a very civilised crowd.

So any outdoor venue is considered a beer garden

[samsensam]

"Beer gardens are not banned by law, but they are banned from being used as "media" to advertise liquor products to boost sales."

As though rowdy alcoholics, no matter in which nation, need any added incentive to drink more alcohol. Advertising doesn't affect the amount consumed or which brand they will buy. Individuals with more income will tend to buy more expensive spirits and beer. Poor field workers aren't going to be swayed by advertising. They will drink the cheapest moonshine they can get their hands on. Young people with limited income will buy the cheapest beer. It's no different than a man being faithful. He is only as faithful as the options available to him.

if that was the case why would the drinks industry spend so many millions every year promoting their products? the drinks industry is in fact a cut throat industry where only the strongest survive.

[nonb]

I have one question.

We still can drink beer in Ploenchit fair, right?

[RubbaJohnny]

whatever next vote terraces,education rockeries,justice window

boxes Edited November 8, 2015 by RubbaJohnny

[TallGuyJohninBKK]

Went by CentralWorld in BKK this afternoon.

Was surprised to see they have already erected and opened three different large outdoor beer gardens for the holiday season -- one for Singha, one for Chang, and one for Heineken.

When we were there about 5 pm, a lot of staff were busy getting ready to open the Singha and Chang venues for this evening (one staff said they open at 6 pm). The Heineken one was built and appeared completed, but we didn't see any staff there at that hour today.

It's not even mid November yet, but they're already open. Seems a bit earlier than in the past, but I'm not sure about that.

[X pat]

I still haven't seen a definition of 'Beer Garden' and I need to know. Maybe I have one.

I do,I have a garden at my house,and I drink beer in it every day,GEE I wonder if that is illegal.