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Thailand ranks fifth in the world for alcohol consumption, with figures showing the average Thai consuming 14 litres of alcoholic drinks each year. In October, the government announced a wave of new measures to curb the nation's boozing. The severity of the restrictions was initially met with confusion by the entertainment industry and consumers alike. The rumour mill went into overdrive, with pessimists eulogizing the demise of the Thai music festival. Now that a few weeks have passed, things may not be changing to the degree that many had professed. Yet, change they will. A raised minimum drinking age, alcohol-free zones and a ban on direct alcohol brand advertising will impact on Bangkok's clubbing landscape, as well as the cityscape itself. Bangkok and booze really are that symbiotic.
 Partying has always made Bangkok the place it is known and loved for. Could harsh new drinking rules change the perception - if not the reality - of the city's nightlife? Because all of our friends are borderline alcoholics and the government seems to still be making up its mind, we sought the views of the first people who will be affected by changes: the booze-makers and marketers themselves.
Firstly, here's a brief summary of the controversial proposals:
Drinking age
The original idea to raise the minimum legal age of alcohol buyers from the current 18 to a quarter of a century was proposed by a network of concerned parents early this year. Parents... they just don't get it.
 Or maybe they do.
The number of young drinkers, aged 15-24, climbed from 21.6% to 23.5% in the last year, according to a study by the National Economic and Social Development Board The study also found that Thais are drinking at a younger age, with almost 50% of new drinkers aged between 15-19 years. It's a no-brainer that booze and education tend not to mix, which brings us to...
Alcohol-free zones
Schools, universities, temples, public transport and state offices are slated to become 'alcohol-free zones'. As such, dozens of businesses located near universities will have to close down or learn to adapt. The underlying concept is that close proximity to watering holes is tempting susceptible young people into the distractions of alcohol consumption and setting an unhealthy trend for later life. Indeed, studies have shown that the earlier teenagers are exposed to alcohol promotions, the sooner they pick up drinking. Campaigners are also said to be planning an alcohol-free day when booze sales and all promotional activities are prohibited. Currently, Thai consumers are restricted from purchasing alcohol from supermarkets between 2pm and 5pm, and after midnight.
 Advertising ban
Public Health Minister Mongkol na Songkhla announced plans for a ban on alcohol advertising in all forms of media, including the internet. Alcoholic beverage logos are to be banned at live, televised local sporting events. However, live international sports broadcasts are to be exempt. Thai beverage-makers complained that this would discriminate against local brands, as logos of foreign producers would still be seen on international broadcasts.
But does a lack of television exposure necessarily mean less drinking? Recent statistics suggest not. Ironically, alcohol consumption has risen steadily since the government banned TV commercials for booze from 5am to 10pm in October 2003. Thais consumed 759 million litres of spirits in 2003, rising to 791 million litres in 2005, according to the World Health Organisation. Beer intake rose to 1.6 billion litres from 1.5 billion in the same period.
But, why?
Apart from being the cause of an alarming number of accidents on Thailand's roads and the obvious health aspects, drinking alcohol can be seen to clash with the nation's religious ideology. While an intrinsic and ritualistic aspect of Thai culture, drinking alcohol is prohibited in the five Buddhist precepts. According to Phra Ratchdhamanithet, better known as Phra Payom Kalayano, boozing is much more harmful and sinful than betting on the lottery.
Alternatives
However, would it not be more effective, not to mention lucrative, for the government to curb boozing by hiking the tax on alcoholic products? Unpopular though it would be, this alternative has been supported by Wallop Tangkananurak, a member of the National Legislative Assembly (NLA). Bar owners that we spoke to also seem to believe so, despite the negative effect this might have on their sales.
"If they really want to curb drinking among young people, they should raise the tax on the lower-quality whiskeys out there. Not the wine or expensive brands. All they are doing with these new laws is zoning people's drinking habits," one veteran bar owner told us.
Khun Julasek of Phuket Beer suggests banning advertisements would be far less effective than a renewed campaign to alcohol-test road-users, at least when it comes to saving lives.
Fighting back
Not surprisingly, beverage producers, entertainment operators and media companies have strongly criticised the policy changes.
"We don’t need ads banned, but ads that can tell audiences to be more responsible for their actions and reactions," offered Julasek.
Newspapers reported that a unified booze industry is preparing an estimate of the financial and economic damage the regulations could cause to be presented to Prime Minister Surayud Chulanont.
Thai drinks producers also warned that if they are unable to advertise, then more imported products would enter the local market, especially cheaper beer from China. This could result in a price war that would boost consumption: the exact opposite of what the government hopes to achieve.
 'The right solution'
The draft alcohol product control bill has been proposed to the cabinet and the NLA for approval. If accepted, it will be Thailand's first law that gives health officials power to tackle all alcohol-related issues, similar to the Tobacco Control Law. As well as carrying disturbing photographic warnings, packets of cigarettes are no longer on display in Thailand's shops. The beverage makers that we spoke to see parrallels between both anti-vice campaigns, but are pessimistic that changes to alcohol laws will work in practice in the same way. However, they seem resigned that partial alcohol reform is now inescapable.
"There have tried to exert greater control since the last government. It has just become more serious in this government. We always have known about that, there was no surprise. But we have not known about details yet. We are waiting for the new law to come up and then we will follow the law," explained Blavod's Patcharaluk Cruageo na Lumpoon.
"I don’t think the new law will reduce drinking," said Phuket Beer's representative. "I believe that people will still drink if they want to. I think it is like prohibiting smoking in an area, if someone wants to smoke in a non-smoking area, he will just go out of the area to do so. Then, instead of smoking just one cigarette, he would take two. I think people should be instructed how to drink only for enjoyment and be responsible for themselves... I don't believe that the ban will decrease drinking. It will remain the same as it was or maybe increase."
Apichat Putivibool, Trade Marketing Manager at Absolut, agreed that what is really missing is a lack of education: "It may help, but [it's not] the right solution... There should be more information to people about the effects of drinking too much alcohol..."
The partial climbdown
Following a public outcry that the minimum alcohol buying aged be raised to an internationally mature 25, a revised - and more realistic - proposal of 20 years of age looks increasingly likely. Like archers aiming above a distant target, Thailand's anti-drinking movement may have achieved a two-year success and gained momentum by appearing to compromise.
Happy for the climbdown, Patcharaluk called the age of 20 "suitable", but Julasek said "the age of 18 is good, actually. There is no need to change it to 20, it is a bit too high... It seems difficult to put it into practice if the criterion is 25 because this is higher than the minimum age of people who have the right to vote.
"People do not need to be over 25 to vote in elections. Men can join the army at the age of 18, this means at the age of 18 people are measurable enough to fight for their nation, but they cannot drink alcohol... It is a limitation of people’s accountability."
Apart from anything else, a minimum drink-buying age of 25 would be almost impossible to enforce, pointed out Apichat.
Tourism
Only one of the brand representatives that we spoke with were unconcerned that a raised drinking age would affect tourism. Blavod's contact said that as the vast majority of tourists are over the drinking age, it wouldn't affect them greatly. Our contact at Phuket Beer suggested that Thailand should place emphasis on encouraging foreigners who may come to the Land of Smiles just to get trashed.
"I wouldn’t like us to welcome tourists whose primary purpose coming here is only to drink. Quality tourists are always welcome. They should come in interest of our traditions and ways of life. Our concern should be about Thai people more than the affect on tourism. If they would like to come here only to drink they should choose other destination," said Julasek of Phuket Beer.
However, Apichat from Absolut warned of a regional impact on tourism: "In other countries, the criteria are 18, 20, 21. So if our minimum age is that high I do think It will affect tourism for sure, especially in tourist zones such as Pattaya and Phuket."
Sports
"The ban will affect people who love to watch sport events on television," warns Julasek. "Let’s say that if Paradon is sponsored by Singha and has a Singha logo on his shirt, his match will be banned from broadcast. Just watching the game and seeing logos of alcohol brand does not mean the audiences will immediately go looking for the drink. The control should be reasonable.
"It is not fair, actually. But life is unfair anyway. Nothing in this world is totally fair," he philosophizes. "The solution for this would be selling Thai products to other countries. There will be free-trade in near future so that we can easily sell our product to other countries."
Shifting gear
So, how will drinks companies get their brand message across without traditional advertising?
"There still are solutions for us to do our marketing," explains Apichat. "Outdoor advertising will be banned but all activities in retail stores will remain. Marketing competition will focus more in retail stores than before. Previously, our advertising budget was divided into two parts: one for advertising and another for below-the-line activities [such as discounts]. But if ads are banned, all the money will go in this direction. However, not all below-the-line activities will be allowed because discounts and 'buy-one-get-one-free' promotions may also be prohibited. We can only have activities in shops."
Forecasts
So, perhaps Bangkok can expect an explosion of in-store promotion, with advertising budgets littering gangs of perma-smiling promo girls across the city's growing number of "glorious" malls?
In the meantime, newspapers have reported that an executive from Thai Asia Pacific Brewery Co, the producer of Heineken beer has predicted total sales of beer would shrink by 5-10% until early next year if the new curbs come into effect. Heineken itself is forecasting a 10% sales decline during the year-end holiday season, when it typically earns 30% of its annual revenue.
''This year would be the first time in Thailand that total beer sales would show a decline,'' the executive was quoted as saying.
Maybe the parents will win after all.
by Laurie with Panjarat Kittiamornchote
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