The Quiet Name Behind Iconic Scotch Distilleries
The global Scotch whisky market, currently valued at $32.72 billion in 2023, is poised to grow to $57 billion by 2032, with a steady annual increase of 2.21%
by Khemngern Tonsakulrungruang
Scotland remains the world’s premier whisky producer, a title it has held for over a century, despite rising competition from the USA, Ireland and Japan. For whisky enthusiasts, Scotland continues to be the mecca, boasting nearly 150 active malt and grain distilleries. Of these, around 40% are owned by global spirits giants such as Diageo, Pernod Ricard and Bacardi. However, a lesser-known player, Thai Beverage Public Company Limited (ThaiBev), also holds a significant presence in Scotland’s whisky scene.
ThaiBev is Southeast Asia’s largest beverage company, owning five Scotch whisky distilleries: Balblair, Balmenach, Pulteney, Knockdhu and Speyburn-Glenlivet. Despite being headquartered in Thailand, the company’s influence on the whisky industry stretches far beyond its traditional home borders.
ThaiBev’s origins trace back to its acquisition of the oldest rice whisky production license in Thailand. Over time, it expanded into beer and spirits production and today, its vast portfolio includes beer, rum, brandy, rice liqueurs, Chinese herbal liquors, whisky and gin. Among its flagship brands is the globally recognised Chang Beer, which, alongside German-inspired Faderbräu and Saigon Beer, demonstrating the company’s push into international markets.
In 2023, ThaiBev further strengthened its position in premium spirits by acquiring the Larsen Cognac brand, including its maturation stock, for $60 million, signalling a strategic move into the cognac sector with key export markets in Asia, including China and Hong Kong.
ThaiBev’s European footprint is particularly prominent in Scotland, where its Scotch whisky operations flourish. In addition to Scotch, ThaiBev also produces vodka and gin, with the premium handcrafted Caorunn gin from the Balmenach distillery standing out as a notable highlight.
Continuing its expansion path, ThaiBev has recently launched its first premium single malt whisky in Thailand under the brand PRAKAAN, aiming to capture the attention of the burgeoning new world whisky market. With copper pot stills imported from Scotland and internationally certified production standards, PRAKAAN is strategically positioned for success in markets such as the USA, UK, France, Germany and Japan.
As whisky’s global popularity surges, ThaiBev’s influence is poised to expand across both traditional and emerging markets, steadily carving out its place among the industry’s giants.
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