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[TheYenta]

Singha Corp expects its new "Isaan" beer to be a hit with medium-to-low-income drinkers, especially in the countryside. The company says it will fill a gap not fully reached by its Singha and Leo brands.The brewer and beverage producer said the new, 4.7-per-cent-alcohol beer could capture a 3-per-cent slice of the Bt100-billion-a-year market.

Company marketing manager Chatchai Viratyosin said yesterday Singha was a favourite in Bangkok and other cities, while Leo was drunk by lower-income consumers in cities and in rural towns.He said the new beer would entrench the company among all low-income drinkers, including those at the grass roots.

It goes on sale tomorrow and will cost Bt100 for three bottles. This is still more than its main competitor, Archa, from Thai Beverage. Archa has been selling for three years and costs Bt100 for five bottles. It is heavily promoted. . .

He said Northeast drinkers would want to try it at least once."Northeastern people are patriots. We've done surveys throughout the region and found that they are very proud of their dialect, culture and food, so we've applied that to beer. It's made in the Northeast for northeasterners," he said.

The beer is brewed at the company's Khon Kaen plant, and production capacity is 800 million litres per year. Chatchai said the company would soon increase that to one billion litres."

http://www.nationmultimedia.com/2007/11/10...ss_30055566.php

[mauRICE]

He said Northeast drinkers would want to try it at least once."Northeastern people are patriots. We've done surveys throughout the region and found that they are very proud of their dialect, culture and food, so we've applied that to beer. It's made in the Northeast for northeasterners," he said.

Hence Isaan is the great wonder that it is today.