Drinking in Thai contemporary
Context
 Non-Alcoholic
Juice and shake: Fruit juice: coconut,
Mandarin, lime etc,
Dilute jasmine/ pandandus tea rosella
Coffee & Tea drinking culutre.
Red bull and other fortified drinks
Uthai thip,
Herbal drinks: lemongrass,
Rain water
 Alcoholic
Drinks
Yadong
Local fermented drinks. Like U, kra chea,
fruit wine
Rice spirit
Thai Rum that known as whisky
Beer
Spirits
Cocktails & more
 Rain
Jan
1.0
Feb
2.5
water
Average Rainfall (cm) - Central Thailand
Mar Apr May Jun
Jul
Aug Sep Oct
3.5
6.0
8.0
14.5 16.5 17.5 30.0 21.0
Nov
7.0
Dec
0.5
There is no brand name mineral water and
mineral water seem to be value the same
( at least price wise)
The container for collecting rain water is
“Tum”
Look at the designed of the roofs on Thai
traditional house.
รูปภาพด้ านล่างนี ้สามารถค้ นหาพบได้ จากการค้ นหารูปภาพของ Google และอาจอยู่ภายใต้ การคุ้มครองลิขสิทธิ์
Then, the era of industrial revolution in
Thailand. Being parts of NIC ( Newly
Industrialized Countries) Obviously, all
the carbon monoxide both from the
traffics and factory polluted the air.
Sometimes it produce acid rain. Rain is
polluted by the chemical afloat in the air.
 Uthai
thip : the fading away Thainess
King Rama V register Thai treatments as
Tamrub yaa sib yang ( Ten Thai
Medicinal recipe)
Nahm ya uthai thip possesses the bodycooling property. It is pink in color.
According to Corwall Smith “ it is the Thia
answer to Pimm’s No 1”
I recall drinking rainwater with a dash of
nahm yaa uthai when I was kid.
 Juices
& Shakes
Fruits are so abundance in Thailand
Coconut juice, Mandarin juice, lime juice
Any other juice you can think of??
…
Shakes & smothies with out milk : The
arrival of ice and blender.
Any fruits can be blended with ice such as
watermelon, catalope, Pineapple, mango,
passionfruit etc.
The juice extractor came last
 Soy
bean: A Chinese Influence drink
Early morning drink mostly at the Market.
Most of the time, it is served warmed.
Condiment can be added in to the drink &
turn it to simple breakfast full of vitamins
and fibers.
Putting in Technology context: UTH, glass
bottled.
 Grains
& others;
Gaba rice drink
Corn drink
RC drink: for fighting
with cancer
Sesame drinks
Mung bean, red bean drink
 Tea
& Coffee
Dilute jasmine tea and sometime
pandandus.
In both hot and cold version
Cha yen: Thai iced tea
Cha nom: Thai iced tea with milk
Cha manao: Thai iced tea with lime
Southern Cha chuk
Japanese green tea craze
Tawanese pearl tea
 Tea
house and coffee house
Coffee come in many form
O-liang
O-yua
Iced coffee with milk
Iced coffee with blended ice
Then… starbucks arrived with others
brands
Espresso is now available on the streetside
as well.
 After
the economic crash 1997, it
encouraged fashion of bring back old
things.
 Herbal drinks joined the feast.
Lemongrass
Bael fruit
Rosella buds
Dried logan juice
Chrysanthemum flower
 Energy
Drinks
“ Western drink to play harder, Thai drinks
to work harder”
Truck driver, students, factory worker,
anyone with Second jobs.
Red bull, Lipovitan D,
M150, Carabao Deang.
Different target Market.
 Red
Bull with Austrian accent; fizzy but less
sweet.
 Red Bull sells 1.5 billions can a year
 But in Thailand M100, M150 still remains
market share
What is in Red bull or M100?
Sugar ( Sucrose), caffeine, taurine, Inositol,
Vitamin B6 etc.
Warning note: not over 2 bottles a day.
Not suitable for kid and pregnant
Fortified Drinks & others
Beauty Drinks: Collagen drinks,
Soy peptides: Fortified with Vitamins and
things
Brands: Fortified chicken broths. Bird nest
drinks
Flavoured drinks:
Bottled drinks: Juice, soda with milk,
flavoured milk; chocolate, strawberry.
 Fermented
alcoholic drinks.
U (อุ) : Rice wine made from either jasmine
rice/ sticky rice
Grachea (กระแช่): Rice wine made from palm
nectar with burnt specific wood
Sato (สาโท): Drinks from fermented fruit
such as mangoesteen, Lychee, Longan,
Starfruit
Wine: Thai wine
 Yadong
lao ( Alcohol-pickled Medicine)
To preserved dried ingredients in liquor is
one of two ways in getting the goodness
from the herbs.
Taking medicine is
different from drinking
to get intoxication.
That’s how it caught on.
 Yadong:
Rice spirit ( the cheapest form ) made from
rice
Researcher from Queen Sirikit Botanical
Garden, in Chaing Mai review that there
are more than 242 herbs used in yadong.
 It
is believed that, yadong enhance
Appetite, enrich blood, salve aches, reduce
fatigue, cure insomnia, restore digestion,
nurture clear speech, balance wind
energy or prolong youth. ( CorwellSmith)
For ladies; to cure aches and pains
For men; to be stronger
 Tribesman
carrying Buffalo
 Tiger Force
 Horse Bursts His Stable
 Moaning Mistress
 Never flaccid
 Manly Man
 “ Yadong
has always been associated with
animism and folklore, which is still believed
by labouring people”
 It has been attached low class symbol.
 Partly, it was made illegal by the
government
 Until 1980s grassroots reaction to Western
products and practices together with 1997
economy crisis, the local wisdom gain some
supports from government.
 Beers: Local
and imported
Beers are one of the favorite alcoholic
drinks among Thai due to its fizzy and
refreshing.
Lager seems to be more widely accepted.
The consumption increased from 4.4 liter
per person per year in 1998. In 2003,
39.4 liter per person per year is
consumed.
 Thai
brand Spirits:
Mea klong & Sangsom : branded as
Whiskey but it is rum. ( it is made from
sugar cane)
But ….
What is even more popular is Whiskey
Big brand like Johnnie Walker, Chivas
Regal, Hundred Piper etc.
Other alcoholic drinks like gin, vodka,
tequilla are not that popular among Thais.
 Take
a break
From traditional to contemporary
Metal bowl: sharing bowl
Coconut shell
Bamboo
Glassware
Stainless steel
cup
 Plastic
cup
 Plastic bags
 Disposable paper cup
 Disposable plastic cup
 Plastic bottles
 Ice bucket
Anything else that you
encouter?
The Balance of favours continue……
It is quite common for Thais to add a little bit
of salt in your fruit juices or shakes.
This concept is what lot of foreigner frown
upon.
When there is sourness or sweetness involve,
salt will find itself a comfortable space in
between.
Not only juice that you may find salty but also
desserts.
The sweaty climate lends itself to glucose,
salt, water and vitamins
 The
bitterness can be counteract with
Sweetness; hence tea and coffee
especially the traditional are basically
too sweet.
 Warn noi ( Not too sweet) became part of
the ordering words.
 Both condensed milk and evaporated
milk is heavily used in coffee.
 From
metal bowl to straws;
Thais tend to be collective
groups rather than individual.
We share food in the middle of
the table as well as drinks.
In old day, Thais drinks from the
same metal bowl not worrying
about germ spreading.
In this modern day, where
hygiene are more concerned,
straw is then widely accepted.
 Apart
from sharing with friends and show
your considersations.
 It also complies with the container used
most of the time for drinks: Plastic bags
 Drinks with crushed is basically easier to
consumed with straw.. And you know how
packed the ice is.
 Then, it becomes habit.
 It is not polite to drink from the bottle
directly.
 Whiskey
Mixer Table
In restaurants, pubs, bars, clubs in Thailand,
there are mixer table.
Thais like to drinks their whiskey with soda
and sometimes cokes. The degree of
strength is upon dek chong lao, which ends
up (most of time light)
It is harder to buy drinks by glasses in
Thailand. Purchaising on bottle based also
show group-collective behaviour of Thais.
 The
lighter drinks make the shared
bottle lasted longer; hence the design of
the venue.
 Big sofa for group gathering, opened
spaced and most of the time no wall.
 The clubs are commonly to loud to talk to
each others.
 Always freezing
 Beer
is commonly poured in glass full of
ice to ensure that it is super cold all the
time
 Beer woon ( jelly beer) is the beer that
has been slightly frozen.
 Beer also can be poured in the big jugs
and straws provided.
 Thailand
actively & continually impose
the law related to alcoholic drinks.
 WHO revealed that
In 1969 ; .026 liter per person per year.
In 1989, 4.4 liters per person per year.
In 2003, 58 lither per person per year.
 Within
6 years (1999-2003), the market
growth rate of beer in Thailand was 4
times faster than the world market (10.1
% for Thailand versus 2.5 % for the world
market.) The market growth rate of spirit
in Thailand was 8 times higher than the
world market (3.2% in Thailand versus
0.4% in the world market.)
 Underage
drinking
 Drink driving
 Road accidents especially during the
festive seasons
 Domestic abuse
 Sexual crimes
 Other socials problems; teenage
pregnancy etc.
 Strictly
control and ID check in Pubs,
clubs, bars and Disco.
 (However)
ID check is far more slack
when buying from retailer like
hypermarket, supermarket, seven-eleven
like store and others mom-pops shop
around the city.
 To
buy alcoholic drinks from bottle
shops, supermarket, retail shops, there is
time control.
 It is between 11.30- 14.00 & 17.00 to
24.00
 During other times alcoholic drinks can
be purchased when over 10 liters.
 Until
1990s Night life of Thailand go until
dawn, the bell for Cinderella is now at
1.00 AM.
 Those who bribes the police may be able
to open till 3.00 am.
 Zoning for pubs and bars is also imposed
in Bangkok. Make the check point easier
for traffic police.
 Drink
Driving become serious crimes in
Thailand.
 ( However) There is no point systems and
driving license can be bought as cheap
as 3000 baht
 The breath taste recently introduced to
Thai police force not long after safety
belt in the car.
In 2006, the government imposed banning
alcoholic advertisement. The product
must not be seen in the ads.
Other countries that imposes ad ban policy
are Algeria, Jordan, Iceland, Norway etc.
Use tobacco case studies.
It affects the creativities of advertisement
designed.
 (1)
sites of promotion,
 which disallows billboard promotions in
areas
 near educational institutions;
 (2) time of promotion,
 which bans broadcast advertisements
between 5.00 a.m. and 10 p.m.;
(3) the content of promotions, which
 restricts any content concerning drinking
persuasion and beverage properties, as
well as requiring warning messages to
be attached. Prior
 Alcohol
taxation policy allows government
to collect tax income on alcoholic
beverages. In 1999, there were adoptions of
alcohol free-trade in Thailand as the
government wanted to promote “OTOP One Tambon (sub district) One Product” to
boost up domestic economy. In 2003, there
was a tax reduction for locally- brewed rice
wine and white spirits. These factors
resulted in mass productions of alcoholic
beverages.
 Alcohol
taxation
 All beverage alcohol is taxed on the basis
of maximum public profit using one of
two calculation methods,whichever
provides the higher figure: (1) 40–60% of
declared production cost; and (2) 100
and 400 Baht per litre of pure alcohol for
fermented and distilled spirits,
respectively
 Religious
day that government declares
holiday: makabhucha, visahabhucha
 The date before election and on the
election day
 Festive season: ( Song kran)
 51%
IMPORT TARIFFS +
 VARIED TAX SYSTEMS;
Exercise tax: value based rate at 60%
Municipal tax; 10% of exercise tax
Value added tax: 7%
Health support project: 2%