International Beverage - Mekhong Export

This national icon of Thailand, named after the Mekhong River, was the first branded spirit to be distilled in the country and commanded a loyal following as a result.

International Beverage – Mekhong Export

Packaging Branded (Food and Drink)Pearlfisher

EXECUTIVE SUMMARY

This national icon of Thailand, named after the mighty Mekhong River, was the first branded spirit to be distilled in the country and commanded a loyal following as a result. But after 65 years it had lost its appeal among the modern Thai people and, crucially, wasn't succeeding in lucrative export markets either. It is these export markets that Mekhong wanted to win over, while simultaneously restoring Thai pride in its beverage heritage.

With the West increasingly looking to the East for inspiration, Thailand and its cuisine...

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