Spirit/Thai Beverage

Editorial Staff

Thai Beverage Plc widens its spirit portfolio with the launch of ‘PRAKAAN’ as its first premium single malt whisky brand to the market, aiming to be top of mind for such whisky lovers globally in long term.

Prapakon Thongtheppairot, the company's chief spirits product group, said that the company has launched ‘PRAKAAN’ as Thailand's first premium single malt whisky brand at modern retail chains since October this year.

Three PRAKAAN series are available in the market including PRAKAAN SELECT CASK; PRAKAAN PEATED MALT and PRAKAAN DOUBLE CASK with priced at 2,250 baht, 2,500 baht, and 2,850 baht respectively.

“PRAKAAN is the culmination of Thai passion and efforts to create Thailand’s first single malt whisky brand of world-class quality. I am confident that PRAKAAN will bring pride to Thailand as we make an elegant entrance into the international market,” he said.

He added that the brand draws strengths from its unique stories: ‘Provenance’ – the pure, high-quality water originated from the lush forest in Kamphaeng Phet province, and the packaging designs inspired by the unbreakable fortress walls of Kamphaeng Phet that once protected Thailand and its independence.

“Combining Thailand’s rich history with our strong marketing strategies and domestic and international reach, we are ready and striving to expand our market to countries where single malt whisky is widely popular, such as the United States, the United Kingdom, France, Germany, and Japan,” he said.

Prapakon Thongtheppairot

The company expects to sell 20,000 cases (12 bottles per case) of PRAKAAN whiskey over the next five years or values of 300-400 million baht. Of the total, 50:50 will be domestic market and abroad.

With the launch of PRAKAAN brand, bringing total whisky under ThaiBev to be six brands including Old Pulteney,Ancnoc,Balblair, Speyburn, Cardrona and Prakaan.

At present, Thailand’s imported whisky market segment is worth approximately 11.43 billion baht and it keeps on growing.