It's time to find brewers and Thai spirit distillers to shine with " the Merai Contest 2026," which is not just a competition stage but a platform to unleash creativity and showcase the long-standing value of Thai wisdom. Its goal is to elevate "Thai rice" and "Thai fruits" to become highlights in craft beer and distilled spirits, breaking old stereotypes and establishing new standards ready to win over international consumers.
As a prelude to the fierce competition, Thairath Online had the opportunity to speak with Khun Ob-Nattachai Ungsriwong, President of the Thai Local Spirits Association, about the direction, charm, and challenges brewers and spirit makers face, and to delve into the key highlights of this year's stage.
Certainly, when discussing the goal of creating new standards for export to global markets, the common question is "Is Thai community spirits ready to compete on the world stage?"
On this issue, Khun Ob shared an interesting perspective: “For Thai craft beer, we are already at a global level and have consistently won gold medals in Asia. However, for community spirits, although Thailand has over 2,000 distilleries, most are traditional local wisdom focused on serving their own communities. Those ready to compete internationally may be less than 5%, but the association is actively pushing to develop their potential. Therefore, the Merai Thailand platform is a crucial opportunity and driving force to continue this progress and to ignite the younger generation’s courage to showcase their skills.”
Additionally, Khun Ob spoke about the charm of "Thai rice and fruits" as a secret weapon unavailable to foreigners. Local Thai ingredients are the heart of this push. “Thai rice comes in many unique local varieties, which, when used in producing sato or distilled spirits, yields very interesting character. Thai fruits also have great diversity. Although from a producer’s perspective, using fruits to make spirits can be costly and result in higher prices, this is precisely the charm suited for creating premium spirits to add value and beautifully target the upper market segments,” said the President of the Thai Local Spirits Association.
When asked about the ideas he hopes to see on the craft beer stage of Merai Thailand 2026, Khun Ob whispered that for the craft beer segment, which is open to experimental creativity, the most desired trend this year is to play with "Thai fruits" to highlight distinctive character and create new dimensions in the industry.
Another interesting aspect of this year's contest is the rule "no post-distillation flavoring" in the white spirit and rum categories, which Khun Ob emphasized as very important because it is a true test of pure fermentation and distillation skills.
“In the past, some have poorly fermented or distilled and then used flavoring to mask defects. Of course, by law, community spirits cannot use flavoring. This rule will reflect true quality and help raise the profile of Thai fresh sugarcane rum, known for its unique aroma unlike any other in the world.”
For small producers worried about competing with larger ones, the President of the Thai Local Spirits Association offered a perspective to unlock the fear that "small players can’t beat giants":
“You must understand that most new or small producers tend to compete in the mass market, fighting for cheap prices against big players, which is very tough. But if you change your perspective, find your unique strengths, and focus on premium or mid-to-upper markets, you can survive and grow. This contest is open to everyone since judgment is by blind tasting from expert judges, not by business size or capital. As long as you find your unique point and perform your best, that’s enough.”
Finally, in the closing stretch before applications end, Khun Ob left a message to ignite brewers’ passion: Just by entering, you gain "experience" fully. “Simply submitting your work, even if you don’t win, the most valuable thing is the professional judges' comments and feedback. Of course, when you share with friends, they usually say it tastes good, but judges perform blind tastings and directly analyze where mistakes occurred—whether in fermentation or distillation.” This feedback will truly help you improve your product quality and build upon it.”
Those who want to gain experience, test their skills, and receive advice from national experts to jointly elevate Thai craft beer and spirits to world-class standards should prepare for the contest path. Merai Contest 2026 is open for entries from now until 15 Nov 2026 (entry fee 2,000 baht), with judging on 12 Dec 2026 at Merai Thailand event.
Submission deadlines:
For drinkers and those interested in being part of a new chapter in Thai craft industries, prepare to join the grand award ceremony and celebration from 10-13 Dec 2026 at Merai Thailand event, Emsphere shopping center. Don’t miss this chance to taste, shop, and celebrate the success of the finest Thai craft beers and spirits together.