PD 184 Drinking in Thai contemporary Context

PD 184 Drinking in Thai contemporary Context

What do Thais drinks? 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

What do Thai drinks Alcoholic Drinks Yadong Local fermented drinks. Like U, kra chea, fruit wine Rice spirit Thai Rum that known as whisky Beer Spirits Cocktails & more

Non alcoholic drinks Rain water Jan Feb Average Rainfall (cm) - Central Thailand Mar Apr May Jun Jul Aug Sep Oct 1. 0 2. 5 3. 5 6. 0 8. 0 14. 5 16. 5 17. 5 30. 0 21. 0 Nov Dec 7. 0 0. 5 There is no brand name mineral water and mineral water seem to be value the same ( at least price wise)

Rain water The container for collecting rain water is “Tum” Look at the designed of the roofs on Thai traditional house.

รปภาพดานลางนสามารถคนหาพบไดจากการคนหารปภาพของ Google และอาจอยภายใตการคมครองลขสทธ 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.

Non-alcoholic drinks 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.

Non-Alcoholic drinks 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

Non-alcoholic drink 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.

Non alcoholic drink Grains & others; Gaba rice drink Corn drink RC drink: for fighting with cancer Sesame drinks Mung bean, red bean drink

Non alcoholic 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

Non alcoholic drinks 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.

Herbal drinks 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

Non alcoholic drinks 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, M 150, Carabao Deang. Different target Market.

Red Non-alcoholic drink Bull with Austrian accent; fizzy but less sweet. Red Bull sells 1. 5 billions can a year But in Thailand M 100, M 150 still remains market share What is in Red bull or M 100? Sugar ( Sucrose), caffeine, taurine, Inositol, Vitamin B 6 etc. Warning note: not over 2 bottles a day. Not suitable for kid and pregnant

Non Alcoholic Drink 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.

Alcoholic Drinks Fermented alcoholic drinks. U )อ ) : Rice wine made from either jasmine rice/ sticky rice Grachea )กระแช ): 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

Alcoholic Drinks 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: Alcoholic Drinks 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.

Alcoholic Drinks 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. ( Corwell. Smith) For ladies; to cure aches and pains For men; to be stronger

Aphrodisiac property name Interesting brew name Tribesman carrying Buffalo Tiger Force Horse Bursts His Stable Moaning Mistress Never flaccid Manly Man

Alcoholic Drinks “ 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 1980 s grassroots reaction to Western products and practices together with 1997 economy crisis, the local wisdom gain some supports from government.

Alcoholic Drinks 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 person per year in 1998. In 2003, 39. 4 liter person per year is consumed.

Alcoholic Drinks 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

Thai Drink container Container From traditional to contemporary Metal bowl: sharing bowl Coconut shell Bamboo Glassware Stainless steel cup

Container Cont’ Plastic cup Plastic bags Disposable paper cup Disposable plastic cup Plastic bottles Ice bucket Anything else that you encouter?

Thai unique drinking culture 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

Drinking Culture (Cont’) 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.

Sharing culture 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.

Straw culture 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 Soda 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.

Alcoholic drinks 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

Drinking Beer in Thailand 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.

Law and regulations Thailand actively & continually impose the law related to alcoholic drinks. WHO revealed that In 1969 ; . 026 liter person per year. In 1989, 4. 4 liters person per year. In 2003, 58 lither person per year.

Law and regulations 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. )

Problems rise along the consumption Underage drinking Drink driving Road accidents especially during the festive seasons Domestic abuse Sexual crimes Other socials problems; teenage pregnancy etc.

Hence the law 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, seveneleven like store and others mom-pops shop around the city.

Time control 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.

Law and Regulation Until 1990 s 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.

Law and Regulation 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.

Total Advertisement Ban 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.

Law and regulation (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. ;

Law and regulations (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

Tax on the drinks 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.

Rule and Regulation 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

Banning the sale Religious day that government declares holiday: makabhucha, visahabhucha The date before election and on the election day Festive season: ( Song kran)

Importing tariffs 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%