Wine may well be highly taxed in Thailand, but that is not to stop Thai wineries from exporting their products to countries where a night on the grog isnt going to mean selling your Armani.

The brand gurus in this case are using a "Corporate Religion brand development strategy". This one will be an interesting case to follow...
From AdAge Global -

Thai wine company Siam Winery, a top Asian wine producer, has awarded its $10 million global re-branding account to Danish hot shop Kunde & Co.

The network's London and Copenhagen offices will be handling the business. The Danish network's other international offices include the U.S., Sweden, the Netherlands, Finland, Norway, Germany and Switzerland.

"Normally it is one of the major European or global ad houses which obtains a re-branding assignment of this size. We regard ourselves as small but special, and more than able to compete with the big boys," says Kunde CEO Gaute Hogh.
Kunde & Co. is no stranger to cross-border and global assignments. The company has 10 global re-branding projects under its belt, for household names such as Nokia Mobile Communications, and new kids on the block style companies, such as BigSave.com.

Kunde's main focus will be on re-branding and developing an international market for Siam Winery's lead product, the sparkling wine Spy Wine Cooler. Initial "focus" markets will include Asia and Europe.

Says Mr. Hogh: "We will be using our Corporate Religion brand development strategy to re-brand Siam Winery. This is our tried and trusted method, and we are confident of obtaining positive results. We should have completed the project in around six months."

Siam Winery is owned by the Thai corporation, Khun Chalerm, which holds a 50% equity stake in the energy drink company, Red Bull.