Global spirits business, International Beverage – the international arm of Thai Beverage Public Limited Company – is building upon its strong strategic partnership with King Power Duty Free, thanks to a major new activation for its premium Thai spirits brands at Bangkok’s Suvarnabhumi Airport.
Throughout March and April, the company is investing in a high profile takeover of King Power Duty Free’s main liquor stores at the airport, with immersive displays and sensory experiences for both Prakaan single malt whisky and Phraya Rum.
Themed as a celebration of the ‘Spirit of Thai Summer’, the activation is timed to coincide with Songkran, Thailand’s world-famous water festival which marks the start of the summer season.
This is the first time that International Beverage has brought its Thai spirits together for a travel retail activation, tapping into the growing value of the Songkran gifting season within the channel.
The activity will feature two distinctive, branded stations at high visibility storefront locations. One will focus on Prakaan, and the other will feature the company’s premium Phraya Rum, alongside other popular rum brands from the ThaiBev portfolio.
Prakaan Single Malt Whisky
Prakaan – Thailand’s original single malt whisky – invites travelers to enjoy an immersive experience of the brand, following its launch into international markets last year. An interactive, olfactory bar features an intricately carved wooden frontage and a display of framed photographs from the Prakaan Distillery in Thailand’s northerly province of Kamphaeng Phet. Guests can discover the story of this momentous single malt first hand, as ingredients and atomizers bring the distinctive notes and aromas of Prakaan’s award-winning debut Tribura Series – Select Cask, Double Cask and Peated Malt – to life.
Phraya Rum
International Beverage’s premium Thai rum, Phraya, takes pride of place at the second bar. It showcases a range of expressions from Phraya Distillery, which is renowned for producing rum of unparalleled character and superior quality – including the luxurious Phraya Deep Matured Gold Rum and the brand’s Elements and Elements 8 Years Old bottlings. The company’s popular Mekhong – known as the ‘Spirit of Thailand’ – will also feature on the display.
Commenting on the new activation, ThaiBev Assistant Marketing Director Tippapong Chitsooksamrarn said: “Prakaan and Phraya are both performing well, with a growing reputation for quality, excellence and exquisite Thai craftsmanship. This is the perfect time for us to tell their story with our partners at King Power, and to celebrate everything that is unique and special about our portfolio of premium Thai spirits brands. It’s also part of our ongoing strategy to invest in the important travel retail channel, and to maximize the growing retail and marketing opportunities that Songkran presents us with every year.”
Chaiwat Chanchurchachawarn, King Power Vice President for Merchandising Liquor, Tobacco and Import Confectionary, added, “We are proud to be a strategic partner of International Beverage and to showcase this distinguished portfolio of premium Thai spirits during the vibrant Songkran season. As more travelers seek products with Thai provenance and an engaging retail experience, we are confident that this collaboration delivers an authentic and immersive taste of Thailand that will leave a memorable impression. We are honored to play a role in International Beverage’s mission to bring exceptional Thai spirits to the international stage, and to reinforce our strong and enduring relationship with ThaiBev.”