PRAKAAN, Thailand’s First Single Malt Whisky Brand, Celebrates Its First-Year Success and Advances Thai Identity onto the Global Stage through the Year’s Landmark Event, “The Quest of PRAKAAN”
PRAKAAN, Thailand’s first premium single malt whisky brand, announces its remarkable success following its official launch in October 2024. All three expressions in the “Tribura Series” have received an overwhelmingly positive response from consumers, driving sales growth to exceed initial projections by over 200% in both domestic and international markets. The majority of sales have been generated through iconic hotels and premium outlet channels. In addition, PRAKAAN has expanded its distribution into modern trade channels via leading supermarkets and hypermarkets, including Mitsukoshi, Gourmet Market, Villa Market, Tops Food Hall, Foodland, Big C, and 7-Eleven, as well as high-end liquor retailers. Currently, PRAKAAN is available at more than 1,600 locations nationwide. The brand has also earned international recognition by winning the Category Winner award at the World Whiskies Awards 2025.
Entering its second year, PRAKAAN aims to further accelerate brand growth by continuously expanding its distribution network to cover all key strategic areas across Thailand. This expansion is complemented by an experiential marketing strategy designed to elevate Thai identity onto the global stage. The journey begins with the brand’s most exclusive event of the year, “The Quest of PRAKAAN,” to be held at The House on Sathorn – W Bangkok on 13 February 2026.
Mr. Sophon Rajraksaa, Executive Vice President and Chief Executive Officer of the Spirits Business Group, stated,
“The global whisky market continues to demonstrate strong growth potential, with an estimated value of USD 83.17 billion in 2025 and a projected expansion to USD 105.2 billion by 2030, representing a compound annual growth rate (CAGR) of 4.82% [Source: Market Reports World, Whisky Market Report, December 2025]. This clearly reflects the vast opportunities within the global whisky market. Within this overall growth, single malt whisky stands out as one of the most promising segments, with a growth rate exceeding the market average. The single malt whisky segment is valued at approximately USD 3.97 billion in 2025 and is expected to reach USD 5.31 billion by 2030, or a CAGR of around 6% [Source: Research and Markets via GlobeNewswire, June 2024].
“In light of these trends, PRAKAAN plays a vital role in strengthening ThaiBev’s premium spirits portfolio by presenting a Thai single malt whisky under the concept ‘Irresistible Quest, Unforgettable Taste.’ This concept seamlessly blends world-class quality with a distinct Thai identity, expressed through three core pillars: ‘Provenance,’ derived from pristine water sources in Thailand’s western forest complex—a UNESCO World Heritage Site encompassing Kamphaeng Phet Province; ‘Pride,’ reflecting deep pride in Thai identity and cultural heritage; and ‘Passion,’ representing the unwavering commitment to crafting single malt whisky of global standards.”
In 2025, one of the Tribura Series expressions, PRAKAAN SELECT CASK, was awarded Category Winner at the World Whiskies Awards 2025 in the Single Malt Whisky No Age Statement category. This achievement marks another significant milestone, reinforcing PRAKAAN’s potential to emerge as a globally recognized single malt whisky brand and instilling pride in a meticulously crafted product created by Thai expertise. PRAKAAN also recognizes strong potential for international expansion, beginning with five key target markets: the United Kingdom, France, Germany, Japan, and India.
Mr. Songwit Sritam, Assistant Executive Vice President and Chief Executive Officer of the Spirits Business, Thailand, added,
“According to 2025 data, the Thai single malt whisky market has experienced remarkable growth, expanding by 28% year-on-year [Source: NielsenIQ, Retail Measurement Thailand – Whisky Index, FY2024–2026]. This indicates a growing consumer interest in single malt whisky. Over the past year, PRAKAAN has achieved the highest brand awareness among single malt whisky brands in Thailand, reaching approximately 1.5 million single malt drinkers, while also expanding its appeal to over 9.5 million premium spirits consumers.”
The execution of these strategic initiatives reflects PRAKAAN’s success in building widespread recognition among premium whisky consumers both domestically and internationally. This further reinforces the brand’s position as a Thai premium single malt whisky acknowledged by prestigious global award platforms. Simultaneously, PRAKAAN continues to create innovative experiences through marketing activities and lifestyle events that foster deeper consumer engagement, alongside strengthening a rapidly expanding and strategically comprehensive distribution network nationwide.
As PRAKAAN enters its second year in 2026, the brand continues its mission to convey Thai identity on a global scale through experiential marketing strategies. This begins with the exclusive annual event, “The Quest of PRAKAAN,” presented under the concept “Recomposing Thainess to World-Class Ritual.” The event showcases the unique character of Thailand’s first single malt whisky brand through a multi-sensory experience that harmoniously blends distinctive Thai elements with world-class standards in every dimension—from production processes to immersive consumer experiences. This reflects PRAKAAN’s commitment to innovation, continuous development of world-class quality single malt whisky, and the preservation of traditional charm while adapting to contemporary contexts, enabling Thai identity to stand proudly on the global stage.
The event also features a special surprise performance by “NIXSA x Synthderellar,” who collaborate to create a seamless fusion of traditional Thai music and modern electronic sounds. In addition, PRAKAAN presents an exclusive culinary experience under the concept “Recomposing Thainess,” inspired by the three expressions of the Tribura Series: PRAKAAN SELECT CASK, matured in American oak ex-bourbon casks, offering aromas of vanilla, honey, and citrus fruits; PRAKAAN DOUBLE CASK, matured through a meticulous two-stage process in American oak ex-bourbon and Spanish oak ex-sherry casks, delivering notes of raisins and chocolate with a gentle spice finish; and PRAKAAN PEATED MALT, distinguished by high-quality barley malt smoked with peat, imparting smoky aromas complemented by vanilla and honey. Together, these elements create a holistic experience that exemplifies world-class quality and standards.
Prepare to witness a grand phenomenon that redefines Thai identity in a new dimension at “The Quest of PRAKAAN,” to be held at The House on Sathorn – W Hotel Bangkok on 13 February 2026. For more information, please visit www.prakaanmaltwhisky.com, Facebook: Prakaan Malt Whisky, and Instagram: Prakaan Malt Whisky.
