Beverage group Thai Beverage Public Company Limited (ThaiBev) has officially launched PRAKAAN, Thailand’s first premium single malt whisky. After over five years of meticulous development, PRAKAAN enters the market with three distinct expressions: Select Cask, Peated Malt, and Double Cask.
PRAKAAN, which translates to “fort,” draws its name from the historic fortress walls of Kamphaeng Phet, near the distillery’s location. This premium whisky is crafted with pure, naturally alkaline spring water sourced from the Western Forest Complex, one of Southeast Asia’s largest forest reserves. According to Prapakon Thongtheppairot, Chief of ThaiBev’s Spirits Product Group, PRAKAAN represents “Thai pride in creating a world-class single malt whisky that can compete internationally.”
PRAKAAN offers three meticulously crafted expressions designed to cater to diverse tastes:
- Select Cask (THB 2,250 / 70 cl, approximately USD 63): Aged in ex-bourbon oak casks, this whisky features tropical fruit, honey, and subtle citrus notes. While smooth, it is considered an entry-level option.
- Peated Malt (THB 2,500 / 70 cl, approximately USD 70): Infused with peat from Islay, it delivers a deep, smoky flavor balanced with hints of vanilla and honey.
- Double Cask (THB 2,850 / 70 cl, approximately USD 80): Matured in ex-bourbon and ex-sherry casks, it showcases a complex profile with layers of spice, raisin, and chocolate.
ThaiBev plans to produce 20,000 crates of PRAKAAN and aims to generate THB 300–400 million (approximately USD 8.2–11 million) in revenue over the next five years. The company expects equal distribution of sales between the domestic market and exports to premium whisky regions, including the US, UK, France, Germany, and Japan.
This launch aligns with changing consumer preferences in Thailand, where demand for premium spirits is rising. Valued at USD 6 billion in 2024, Thailand’s whisky market reflects a shift towards high-quality offerings, with PRAKAAN positioned to meet the expectations of sophisticated consumers.
ThaiBev’s foray into the premium whisky sector represents a bold step for Thailand’s spirits industry. With a combination of exceptional ingredients, expert craftsmanship, and robust marketing strategies, PRAKAAN is poised to establish Thailand’s presence in the international whisky arena while appealing to discerning consumers at home and abroad.
