Singha Life extends its sponsorship to other Thai designer labels

Football teams, golf tournaments and concerts have long been popular picks for beer-brand sponsorship but it's rare to see a beer making an appearance in a boutique and on a catwalk.

But Singha, Thailand's oldest beer brand, has found a new niche to help sell its suds. The brewery launched its new corporate image in November during the Bangkok International Fashion Week 2008, making its debut on the catwalk with its Singha Life label.

The event also saw the brand introduce its sponsorship of Thai designer label Asava and its support has recently been extended to cover Sretsis.

Trachoo Kanchanasatitya, Singha's marketing communication director, says that all products - cameras, phones and even beers - are gearing up to join with fashion brands.

In marketing terms, joining a fashion label is great exposure and adds to the brand's "cool" factor, says Trachoo, even if it doesn't guarantee a major boost in sales for Singha itself.

"Thais drink foreign beers to get a taste of being European, while foreigners drink Thai beer to get a sense of being in Asia," says Trachoo.

Drink it in

And the fashion industry is certainly pleased to have the support.

Sretsis designer Pimdao Sukhahuta says that without Singha's support, her brand might not be able to participate in the Rosemount Australian Fashion Week, which runs from April 27 to May 1 in Sydney.

"They are able to see the talent of Thai designer and lead us to the world," says Pimdao, who's designed a T-shirt collection for Singha's "Star & Rainbow" collection, the proceeds from which are donated to charity.

Singha's own brand, known as Singha Life, is selling well, according to Cholawit Suk-udom, marketing manager of Boonrawd, racking up a seven-digit figure since it was launched in October. The team includes respected Thai designers like Fly Now's Chamnan Pakdeesuk.