A concept for a local Thai craft brewing company that takes the seasonal tropical fruits of the region and turns them into sour beers for young city-dwellers and tourists.

This project came to life while researching craft brewing in Thailand. I discovered that craft brewing is illegal there, because two huge companies have worked with the government to make the regulations around brewing and selling alcohol so prohibitive that there’s no chance for your average Joe, and all the money stays at the top. In dreaming up this concept, I hoped that Som Som would hit a large enough demographic and be popular enough to change the laws around craft brewing, spreading the fun around. The idea was to make these labels modern and fresh, and really different from the popular Thai beers we already know. In doing so, it would show that a new generation of beer has arrived.

© Sasha Beekman, 2022