But Singha, Thailand's oldest beer brand, has found a new niche to help sell its suds. The brewery launched its new corporate image in November during the Bangkok International Fashion Week 2008, making its debut on the catwalk with its Singha Life label.

The event also saw the brand introduce its sponsorship of Thai designer label Asava and its support has recently been extended to cover Sretsis.

Trachoo Kanchanasatitya, Singha's marketing communication director, says that all products - cameras, phones and even beers - are gearing up to join with fashion brands.

In marketing terms, joining a fashion label is great exposure and adds to the brand's "cool" factor, says Trachoo, even if it doesn't guarantee a major boost in sales for Singha itself.