There are six beers prominently available in Thailand; Singha, Chang, Leo, Cheers, Tiger, and Heineken. By this I mean you can get them at any 7-Eleven, grocery, and larger drinking establishments. Restaurants and smaller establishments that limit their beer selection typically offer Singha and Heineken. Obviously the limited selection is determined by what is requested most often.
It did not take long for me to notice a distinct preference for Heineken, particularly in the club scene. Roughly 95 percent of the Thai Boys, sucking on a beer, had their lips wrapped around a Heineken. I found this lack of diversity in taste a bit strange. Heineken is the more expensive of the six, and most of these boys don’t have a lot of money to spend. So, why are they all drinking Heineken?
I asked a Thai friend why all the boys drink Heineken. He said, in a very abrupt tone, “because it not Thai.” All I gained from that exchange was the realization my question had touched on something he did not want to discuss. Later I learned why.
As it turns out, drinking Heineken is another one of those status symbols, so prominent in Thai culture. While most Thai boys are totally comfortable opening a bottle of Leo at home, they wouldn’t get caught dead doing it in public.
I realize we do the same thing in the States. The ridiculously high priced bottled water craze comes to mind. But in the States there’s a variety of products suitable for those wishing to make a social/materialistic statement. And I really don’t think this behavior is as dominant in American culture, as it appears to be with Thais.
Please don’t misunderstand… I’m not passing judgment here. I just find this aspect of Thai culture intriguing. How on earth did one company manage to convince an entire population theirs is the only beer to drink?
My preference, in Thailand, is for Beer Leo, and in the States it’s Coors Light. Yes…I’m fully aware of my position on the social ladder.
Thai Beer Brands
While I don’t agree with his opinions, this page offers a good overview of the big six.