Thailand

History

One company in Thailand produces a true rum, that is, a distilled liquor made from sugar cane, called Sang Som. Alcohol content is 40% and the stock is supposedly aged. Sang Som costs several baht more than the rice whiskies, but for those who find Mekong and the like unpalatable, it is an alternative worth trying.

Tharnnamthip Company was founded by Mr Pongse Sarasin, Mr Chalong Kiangsiri and Mrs Prasit Narongdej to produce Scotch-style grain whiskey called "Thara".

In 1977, Mr Charoen Sirivadhanabhakdi, Mr Thaloeng Laochinda and Mr Chula Kanchanalaksha, who had significant experience in Thailand's liquor business, took over the company from its founders and changed the company name to Sang Som Company.

Sang Som was first introduced to the market in November 1977 and quickly became one of the most successful beverages in the history of Thailand's liquor industry.

Things you didn't know about Sang Som:

• To commemorate the 60th birth anniversary of His Majesty the King, the company put the ten-year oak barrel-aged Sang Som into specially-made ceramic bottles and presented them to His Majesty
• Sang Som is great for mixing cocktails. Tourists in the Thanon Khaosarn (Khaosan Road) area of Bangkok combine a 300 cc bottle of Sang Som with two bottles of cola in a small bucket filled with ice, complete with four straws for four people. It's a great way to share the great taste of Sang Som
• Sang Som Company is a member of Thai Beverages Public Company, one of the top ten alcoholic beverage conglomerates in the world.

SangSom was first introduced into the Thailand market in 1977.

Now, 30 years on it is the most successful beverage in the history of Thailand's liquor industry. Every year Thai's purchase over 70 million litres of SangSom, making it one of the biggest drinks brands in the world, with a market share of over 70 percent in its category.

SangSom was created by Chula Kanchanakaksha who is widely acknowledged as the "liquor genius" of Thailand for his unique ability to balance both the art and science of spirit blending.