E-Malt.com News article: Thailand: Miss Mexico helping promote Corona beer in Thailand

Laura Elizondo, Miss Mexico, shows off a case of Corona during her visit to the Boon Rawd Brewery headquarters on June 02, according to Bangkok Post. Boon Rawd was a major Miss Universe sponsor.

Boon Rawd, the importer of Mexico's Corona beer hopes to cash in on the ongoing Miss Universe fever in Thailand by recruiting Miss Mexico to promote its high-end brew after sales were hard hit by the tsunami in December.

The killer waves last year led to a drastic drop in foreign tourist arrivals in Phuket and several coastal provinces, one of the major markets for Corona. Currently, 70% of Corona beer's total sales come from foreign tourists.

C.V.S Syndicate Co, an affiliate of Boon Rawd Brewery, started on June 2 to promote the brand at locations such as pubs and restaurants by recruiting Laura Elizondo, Miss Mexico and the third runner-up in the Miss Universe contest, for three days of appearances.Chutinant Bhirombhakdi, the company's president, said the move was also aimed at boosting the beer's image.

Promotion by the beauty queen is part of the marketing activities to which 12 million baht was allocated this year according to C.V.S. managing director Preecha Chinaroot.

Corona beer had been sold in Thailand for 13 years and faced a high import tax of 300%. The company has projected Corona sales would grow by 25% this year. Corona claims a leading 50% share in the imported bottled beer market worth 170 million baht a year. Its rivals include Budweiser and Miller Light.


04 June, 2005