PRAKAAN, Thailand’s first premium single malt whisky, announces a strong first-year performance following its official launch in October 2024. All three expressions in the “Tribura Series” have been well received by both Thai and international consumers, driving sales growth of more than 200% above projections across both the domestic and overseas markets. The majority of sales were driven by the iconic hotel and premium outlet channels, alongside expanded distribution through modern trade channels, including leading supermarkets and hypermarkets such as Mitsukoshi, Gourmet Market, Villa Market, Tops Food Hall, Foodland, Big C, as well as 7-Eleven and high-end liquor store nationwide. Currently, PRAKAAN is available in more than 1,600 outlets nationwide. The brand has also gained international recognition by winning a Category Winner award at the World Whiskies Awards 2025.
Entering its second year, PRAKAAN aims to further strengthen brand growth by continuously expanding its distribution network across key areas nationwide, while implementing an experiential marketing strategy to deliver elevated brand experiences that bring Thai identity to the global stage. As part of this strategy, PRAKAAN will host its annual exclusive flagship event, “The Quest of PRAKAAN,” at The House on Sathorn – W Bangkok on February 13, 2026.
Sopon Racharaksa, Executive Vice President, Chief Spirits Product Group, stated that “The global whisky market continues to grow steadily, with an estimated value of approximately USD 83.17 billion in 2025, and is projected to expand to USD 105.2 billion by 2030, representing a compound annual growth rate (CAGR) of 4.82%. [Source: MarketReportsWorld, Whisky Market Report, December 2025]. This reflects the strong potential and opportunities within the global whisky market.
Amid this positive market outlook, the single malt whisky segment stands out as one of the most promising categories, with growth projected to outpace the overall market. Valued at approximately USD 3.97 billion in 2025, the segment is expected to expand to USD 5.31 billion by 2030, representing a compound annual growth rate (CAGR) of around 6% [Source: ResearchAndMarkets via GlobeNewswire, June 2024].
In line with this market momentum, PRAKAAN plays a key role in strengthening ThaiBev’s premium spirits portfolio by presenting a Thai single malt whisky under the concept ‘Irresistible Quest, Unforgettable Taste,’ which combines world-class quality with Thai identity. PRAKAAN brings Thai character to life through three defining pillars: Provenance, represented by water sourced from Thailand’s Western Forest Complex, a UNESCO World Heritage site spanning Kamphaeng Phet Province; Pride, reflecting pride in Thai identity and cultural heritage; and Passion, the dedication to crafting single malt whisky of world-class quality.
In 2025, PRAKAAN SELECT CASK, one of the expressions from the Tribura Series, received the Category Winner award at the World Whiskies Awards 2025 in the Single Malt Whisky No Age Statement category. This achievement marks a significant milestone in reinforcing PRAKAAN’s potential to become a global single malt whisky brand, while also celebrating the meticulous craftsmanship of Thai artisans. Furthermore, PRAKAAN sees strong potential for international expansion and has begun export distribution, with five key growth markets: the United Kingdom, France, Germany, Japan, and India.”
Songwit Sritham, Senior Vice President, Chief Spirits Business Thailand, stated that “In 2025, Thailand’s single malt whisky market grew by 28% compared with the previous year [Source: NielsenIQ, Retail Measurement Thailand – Whisky Index, FY2024-2026], indicating increasing consumer interest in single malt whisky. During this period, PRAKAAN achieved the highest level of brand awareness among single malt whisky brands in Thailand, reaching approximately 1.5 million single malt drinkers, while also expanding its reach to over 9.5 million premium spirits consumers.”
These results reflect PRAKAAN’s success in building strong awareness among premium whisky consumers both domestically and internationally, reinforcing the brand’s potential as a Thai premium single malt whisky recognized on the global stage. At the same time, PRAKAAN continues to create new consumer experiences through marketing activities and lifestyle events, supported by a rapidly expanding distribution network covering key strategic areas nationwide.
Entering the Second Year of PRAKAAN in Bringing Thai Identity to the Global Stage
In 2026, PRAKAAN continues its experiential marketing strategy to communicate Thai identity globally, beginning with the exclusive event of the year “The Quest of PRAKAAN,” held under the concept “Recomposing Thainess to World-Class Ritual.” The event presents the identity of Thailand’s first single malt whisky brand through a multi-sensory experience that integrates distinctive Thai elements with world-class standards across every dimension, from production processes to consumer experiences. This reflects PRAKAAN’s commitment to continuous innovation, world-class craftsmanship, and the ability to preserve its original character while adapting to contemporary contexts.
The event will also feature a special performance collaboration by NIXSA x Synthderellar, blending Thai musical elements with modern electronic music. In addition, PRAKAAN presents a specially curated culinary experience under the concept “Recomposing Thainess,” designed to highlight the character of all three expressions in the Tribura Series. The journey begins with PRAKAAN SELECT CASK, aged in American oak ex-bourbon casks, offering notes of vanilla, honey, and citrus; PRAKAAN DOUBLE CASK, matured through a two-stage process in American oak ex-bourbon and Spanish oak ex-sherry casks, delivering notes of raisins, chocolate, and soft spice; and PRAKAAN PEATED MALT, crafted from quality barley malt smoked over peat, featuring smoky aromas balanced with vanilla and honey. Together, these elements create a holistic experience that reflects PRAKAAN’s commitment to world-class quality and standards.
Get ready for “The Quest of PRAKAAN,” a landmark exclusive event that brings a new dimension of Thai identity to life at The House on Sathorn – W Hotel Bangkok on February 13, 2026.
