Sang Som was introduced in November 1977 and has since become the dominant brand in the Thai spirits market. Over 70 million litres are sold in Thailand each year, accounting for a market share of more than 70% in its category.
The drink won gold medals in liquor competitions in Madrid, Spain in 1982 and 1983, in Düsseldorf, Germany in 1983, and again in Spain in 2006. The medals are featured prominently on the product's packaging and have led to it being referred to locally as "Sang Som Rianthong" (Sang Som Gold Medal).
The beverage is virtually unheard of outside of Thailand. The manufacturers, Sang Som Company, export to around 20 countries; however, export sales account for barely one per cent of total sales. Sang Som Company is a member of Thai Beverage Public Company, which itself is a group company of International Beverage Holdings Limited.
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