Page 37 - Thirst Magazine Issue 2 June 2017

For Chalong Bay, they were losing at least
30% of the bottles they bought because they OVERSEAS MARKET
were too damaged and not presentable. To Within the last 2 years, Chalong Bay Rum has
guarantee their own identity, and the quality been exported to over 20 countries worldwide
and integrity of their bottles, Chalong Bay has thanks to their export strategy. They present
since designed their own bottle but produced their brand in trade shows all around the
outside of Thailand. Importing the empty world, including their biggest breakthrough
bottles to Thailand does mean that it’s adding achieved with La Maison Du Whisky. Marlene
more to their production cost. Leon, LWDW Singapore’s founder, promoted
On the labelling, Marine initially wanted the rum in Europe and Singapore, where
the label design to look local but feedback cocktail culture is at its prime and demand for
was poor because of the low perception of craft spirits on the rise. Marlene Leon herself
Thais towards local spirits. So they went for a had said before meeting the team of Chalong
clean-looking design that makes the product Bay “The people behind this (rum) must be
look international. The brand has since been taking good care of the production. By the
perceived as a premium product produced taste of it, you can feel that.”
locally in Thailand, and the lack of “Thainess” “They think you’re small and insignificant
in the design was a comment that started to but ever since this distillery, people producing
come up. So when the 3 new flavours using spirits are upping their standard in Thailand.”
Thai ingredients were released, the labels To promote transparency of their work,
encompassed more Thai elements into them, the distillery is open for tours and lately, an
like the names of the botanicals in Thai. addition of a bar at the premises where cocktail
The shift in local sentiment is giving Chalong workshops are available to individuals as well
Bay the confidence that they have acquired as groups. “It makes their (Thai authorities) life
the recognition and have changed the Thai’s easier when one distillery follows the rules,” said
perception of local brand spirits. This, Marine Marine, further adding, “I am proud because the
considers, is a milestone achievement. government appreciates the cleanliness, quality
Chalong Bay Rum is priced at 620 baht and transparency of our operations.”
per 700ml bottle to remain competitive. The After Chalong Bay, there is an apparent
price is very close to other locally produced improvement in the quality of spirits
spirits, but below imported premium spirits, production in Thailand. People are putting
that are mostly used in high end hotels which more care in hygiene and safety of equipment
account for most of Chalong Bay Rum’s used, and consumers are demanding better
clientele in Thailand. quality product.

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