Thailand Raises a Glass to Its First Premium Single Malt Whisky
Prakaan: Redefining the world of whisky as Thailand's first premium single malt
Thailand has entered the world of premium single malt whisky with the launch of Prakaan, a spirit steeped in local history and crafted with an ambition to achieve global recognition. The brand unveiled its first offerings at “Unveil the Flavors of Thailand,” a multi-sensory experience held at The House on Sathorn, W Hotel Bangkok, from December 17-22, 2024.
The event, attended by Thai celebrities and influencers, offered guests an immersive journey into the origins and creation of Prakaan. The experience was divided into thematic rooms, each highlighting a key aspect of the brand’s identity.
The “Provenance” room showcased the importance of the pristine spring water sourced from the Western Forest Complex, a UNESCO World Heritage site in the Northern province Kamphaeng Phet. Digital art depicting flowing streams transported visitors to the lush forests where this essential ingredient originates.
The “Pride” room paid homage to the historical significance of Kamphaeng Phet, once a fortified city that played a crucial role in protecting Thailand’s independence. This room emphasized the brand’s deep connection to its Thai heritage, highlighting why the province was chosen as the home of the premium malt whisky distillery.
The “Passion” room offered a behind-the-scenes look at the distilling process, from ingredient selection to maturation. It showcased the meticulous care and expertise that goes into crafting Prakaan, blending traditional techniques with modern technology to create a world-class single malt whisky.
Prakaan’s “Tribura” series features three distinct expressions:
- Prakaan Select Cask: Aged in American oak ex-bourbon casks, this expression offers notes of vanilla, honey, and citrus.
- Prakaan Peated Malt: Using barley malt dried with peat fires, this whisky delivers a smoky flavor complemented by hints of vanilla and honey.
- Prakaan Double Cask: This expression undergoes a two-step aging process in American oak ex-bourbon and Spanish oak ex-sherry casks, resulting in a complex profile with raisin, chocolate, and mild spice notes.
Guests at the six-day event had the opportunity to be among the first to taste Prakaan. Each whisky was paired with a menu carefully created by chefs to highlight the quality and characteristics of each type of Prakaan. The whiskies complemented the dishes perfectly, whether they were scallops, seabass, shrimp, river prawn or Thai Wagyu Beef. For dessert, Prakaan Peated Malt surprisingly paired well with dark chocolate, elevating the flavors of both the whisky and the dessert.
The whiskies are available in 70cl bottles, priced at 2,250 baht (Select Cask), 2,500 baht (Peated Malt), and 2,850 baht (Double Cask). They will be available from October 2024 at leading supermarkets and King Power Duty Free shops in Thailand.
Prakaan aims to appeal to consumers seeking new experiences in the “New World Whisky” category, targeting both Thai and international markets. The brand has ambitious plans for expansion into the United States, United Kingdom, France, Germany, and Japan.
With the launch of Prakaan, Thailand joins the ranks of nations producing premium single malt whisky, offering a unique expression of its terroir and heritage to the global spirits market. The brand hopes to capture a portion of Thailand’s growing imported whisky market, currently valued at approximately 11.43 billion baht.