THAIBEV TO USE SPORT IN WIDENING NON-ALCOHOLIC DRINKS PORTFOLIO

       Thai Beverage is entering the sports or electrolyte drink market through the launch of Power Plus jproducts to help balance out its alcoholic beverage business.
       "The company will focus on penetrating the non-alcoholic beverae market, as the revenue from this segment is only 1 per cent of the total. The portion is too small given the company's mission to be an integrated beverage company," Marut Buranasetkul, deputy managing director of Thai Beverage Marketing, said yesterday.
       ThaiBev has already taken over energy-drink maker Wrangyer, as its first step in diversifying away from the alcohol business.
       ThaiBev's sales in the first half of this year were up only 0.9 per cent on year to Bt54 billion, while net profit rose 9.7 per cent to Bt5.8 billion on improved margins.
       ThaiBev wil keep launching three to four products a year, both through its own innovation and through part nership with other companies.
       To boost its nonkk-alcoholic bever age business, the company next year would embark on an image-building campaing. Its non-alcolic portfolio now covers sodas,bottled water, coffee and energy drinks.
       Power Plus is targeted to be the No by 2012, which requires sales growth of over 15 per cent per year, Marut said. Sponsor controls 60 per cent of the market, follwed by M Sport with 25-30 per cent and Gatorade with 5-10 per cent.
       The company has set aside a Bt70 million marketing budget for the new products, targeting health-conscious people as well as sportsmen, to achieve the first-year sales target of Bt300 million or 10 per cent of the market.
       At the end of next month, Power Plus will be available in modern trade channels, with sales outlets to be expanded later.
       "We haven't invested hugely in the product,as it is made by the Wrangyer factory and wil be supported by Thai Beverage's strong distribution network," he said.
       To penetrate the export market,ThaiBev yesterday signed on as an official sponsor for the 25th SEA Games in Vientiane, with Power Plus as its main sponsorship product.
       Power Plus is targeted to be No2 player in the sports drink segment by 2012-an annual growth of 15 per cent.
       Power Plus joins fray: Thai Beverage is entering the sports or electrolyte drink market through the launch of Power Plus products to help balance out its alcoholic beverage business.