Bangkok--22 May--Be my guest management 42BELOW Vodka is an extraordinary success story within the global drinks industry. From its humble beginnings as a small-budget, independent company in far off New Zealand, the brand has quickly grown to become one of the world’s leading super-premium quality vodkas. Distilled in New Zealand 42 degrees below the equator and to strength of 42% abv, the super-premium vodka is known for its purity and smooth finish. 42BELOW is made using 100% GM-free wheat. The spirit is distilled three times with each pass using 35 separate filters, then 'washed' in volcanic spring water to thin the spirit to a point where any last remaining impurities are removed. Following the final distillation, the exceptionally clean spirit is bottled at a full-flavour 42%. Here in Thailand 42BELOW is now gaining recognition as a high quality spirit with a sophisticated brand image. Although 42BELOW has previously held few marketing events in Thailand, this year the brand is stepping up its local campaign. Past events were limited to the occasional cocktail party and Cocktail World Cup celebrations. In January 2008, the company signed a two-year deal as the pouring brand at Bed Supperclub, a move that significantly increased brand profile within Bangkok. Having recently been acquired by Bacardi, 42BELOW Vodka the company is now repositioning its marketing plan. Bacardi’s acquisition of 42BELOW Vodka has enabled this once small and maverick brand to enter its global distribution network while staying true to the company’s original commitment to purity and high quality. Originally launched as super-premium vodka and quickly becoming the most awarded vodka in the world, Bacardi now plan to market the brand as high quality premium vodka to compete with brands in the lower categories. Its new sister product, Grey Goose Vodka currently has the largest market share in the super-premium category. Bacardi aims to establish 42BELOW as the best and fastest growing premium vodka; a super-premium quality vodka at a premium vodka price. 42BELOW’s sophisticated brand image has made it particularly popular with women drinkers — a key segment of the company’s target market. As an essential ingredient in chic and creative cocktails 42BELOW has quickly become the vodka of choice for women party goers on Bangkok’s vibrant social scene. Mr. Paul Warden, Marketing Manager of Bacardi (Thailand), has been part of 42BELOW’s phenomenal success in Asia said “During my time in Bangkok I have witnessed the growth of the cocktail culture. 42BELOW has quickly become the brand of choice for discerning mixologists. I have mixed creative cocktails using 42BELOW bars at the Dome, the Dream Hotel, Evason Hideaways, Alila and Anantara resorts. I’m pleased to say the thanks to 42BELOW and its sophisticated marketing; the days of Blue Kamikazes, Long Island Ice Teas and Sex on the Beach are becoming a thing of the past” As part of its promotional campaign here in Bangkok, Bacardi and 42BELOW have flown in master mixologist, Jacob Briars from New Zealand. The award-winning ‘Professor of Vodka’ will be mixing, stirring and shaking cool cocktails and sensational shooters created especially for Thailand at the Nest, rooftop of Le Fenix Sukhumvit Hotel, Sukhumvit Soi 11 on Wednesday 14th May, 2008 at 18.00 - 22.00 h. About 42ELOW 42BELOW makes some of the world’s finest super-premium spirits. 42BELOW Vodka, SOUTH Gin and Seven Tiki White Rum are made 42 degrees below the equator, near a location that holds the benchmark for both air and water purity. The super-premium spirits company was listed in first place in the Deloitte Unlimited Fast 50 2005, and named the fastest-growing company in New Zealand. 42BELOW Vodka is the world's most awarded vodka, scoring a 'Grand Slam' clean sweep in 2006 with gold at all four of the world's leading spirit competitions. It is served in more than 4,500 of the world's best bars, including the Ritz in London and the best restaurant on earth, El Bulli in Spain. For further information, please contact: Be my guest management Co., Ltd. Masatorn Henchaichone Tel. 02 711-4078 Mobile. 081 643-2642 Email: masatorn1@hotmail.com