Lee Kee Hock says that his company meets its goal of making personal contact with each of the estimated 200,000 heavy consumers of Guinness, Heineken, Tiger and Anchor beers in Malaysia. Both Guinness and Carlsberg hire young women to work in pubs and restaurants representing the brewer. In addition to the bar and restaurant women, the brewers sponsor tours of beauty queens and models through bars. The spirits trade in Malaysia has its own version of personalized marketing that happens in hostess clubs catering mostly to local businessmen. Virtually everyone working in the club has an interest in seeing the clientele drink heavily each night, according to information provided by Paul Chin, marketing director for Riche Monde, which handles the leading cognac.
Management receives a bonus over and above profits from sales to push a particular brand.
It is understood that drinkers pass the gifts on to the hostesses, who are hired by the club. It is not necessary that you have to. And you may feel obliged. Since this small country declared its independence from the Soviet Union in 1991, Estonia has moved beyond vodka on its way to being the quintessential modern alcohol market. After independence, Scandinavian alcohol transnationals began to transform centuries-old drinking habits.