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Thai spirit in American cocktails
FoodBev Media

FoodBev Media

29 April 2008

Thai spirit in American cocktails

An exotic spirit is about to hit American taste buds as International Beverage Holdings Ltd, USA (IBHL USA) imports Mekhong from Thailand.

IBHL USA is backing the US launch of Mekhong with a heavy marketing and promotional push for on-premise accounts centred on the 13 new Mekhong cocktail recipes. Colourful Mekhong POS materials are being used and launch events are being scheduled in New York and Los Angeles

The Thai spirit is made mostly from sugar cane and rice and infused with a special blend of indigenous Thai herbs and spices. The highly secret Mekhong recipe was developed to complement the taste and flavour of Thai food. At 35% alcohol by volume, the product's smooth mixability makes Mekhong an ideal spirit for fascinating and flavourful cocktails. Perfect for taking advantage of the resurging 'cocktail culture' in America that is looking for fun and interesting new flavoured cocktails.

Mekhong is distilled, blended and bottled at the Bangyikhan Distillery on the outskirts of Bangkok. The brand is named after the mighty Mekhong River, which is derived from "Mae Nam"-Khong in Thai meaning "the mother of all waters" and has a long mystical history in Thailand and throughout Southeast Asia. Launched in 1941 as Thailand's first domestically produced branded spirit, Mekhong quickly became the most popular brand in Thailand and still today is synonymous with Thai pride and patriotism.

Warding off evil spirits Mekhong is made using a unique fermentation and triple distillation process, but it is the blending process that makes Mekhong a premium golden spirit. The final distilled spirit is mixed with demineralized water and an old highly secret recipe of indigenous herbs and spices which are then combined and blended over time in the "blender purse." This is done in several traditional and symbolic stages related to the five natural elements: earth, water, air/wind, fire and aether (the mythical upper air that encompasses everything), which together gradually creates the unique golden, dark amber and reddish copper color, and mild, mellow taste and aroma of Mekhong.

Mekhong comes in a unique 750 ML international bottle taking its design inspiration from traditional Thai boating on the Mekhong River. A colorful red and gold ribbon is tied around the neck of each bottle. The ribbons are a symbol of good luck and are representative of the ones boaters tie around their vessels to ward off evil spirits as they travel the Mekhong River.

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