Alcohol marketing in Southeast Asia: navigating a complex market
Jo Bowman
Choose a market within Southeast Asia and you’re pretty much guaranteed to find somewhere with a tropical climate, sandy beaches and young people with a sunny disposition. Scratch below the surface, however, and there’s a complexity behind the top-line demographics that makes brand marketing here a sophisticated matter that balances economic development, aspiration, youth culture and centuries-old values.
Add to this cocktail a good measure of political diversity – from the clamour in the Philippines for Americana to the progressive communism in Vietnam - and religion (Islam...