SangSom

SangSom was introduced in 1979 by Thai entrepreneur Niwat Thongthammachart, who aimed to produce a locally made spirit that could compete with imported brands. At the time, imported liquors were considered luxury items, and domestic production was limited. The brand quickly gained popularity due to its affordable price and availability. During the 1980s, SangSom won several international awards, including gold medals in Madrid (1982 and 1983) and Barcelona (1985). These awards were later referenced on its packaging. While SangSom has been exported, the majority of sales remain domestic, with Thailand accounting for most of its consumption. SangSom is commonly consumed across Thailand, in both urban and rural settings.