Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
THAILAND. Today’s images, provided by International Beverage, highlight a high-profile partnership with King Power Duty Free at Suvarnabhumi Airport in Bangkok, showcasing Prakaan single malt whisky and Phraya Rum through an immersive travel retail campaign.
Running from March through April, the ‘Spirit of Thai Summer’ activation coincides with the peak Songkran travel and gifting season, one of Thailand’s most celebrated festivals marking the start of summer.
The takeover of the retailer’s main liquor stores features sensory-led displays and high-impact storefront installations, with dedicated zones for Prakaan and Phraya Rum alongside other key rum brands from the ThaiBev portfolio.
The campaign also marks International Beverage’s (the international arm of Thai Beverage Public Limited Company) first travel retail activation introducing its Thai spirits range.
Prakaan, launched internationally in 2025 as Thailand’s original single malt, is presented through immersive, storytelling-led tastings at an interactive olfactory bar.
The space combines carved wood detailing with imagery of the Prakaan Distillery in the province of Kamphaeng Phet, while ingredients and atomisers showcase the signature notes of the Tribura Series – Select Cask, Double Cask and Peated Malt.
At the second bar, International Beverage highlights its premium Thai rum Phraya through a selection of key expressions reflecting the distillery’s distinctive signature character and quality.
The range includes Phraya Deep Matured Gold Rum, as well as Elements and Elements 8 Years Old, complemented by Mekhong, renowned as the ‘Spirit of Thailand’.
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 maximise the growing retail and marketing opportunities that Songkran presents us with every year.”
King Power Vice President for Merchandising Liquor, Tobacco and Import Confectionary Chaiwat Chanchurchachawarn 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 travellers 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 honoured 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.” ✈
