Thai booze crusader Benz on breaking the law to spread the gospel of beer
In this Q&A, the "Beer People" co-organizer talks about getting hit with obscene fines, possible prison time, and creating Bangkok's answer to Oktoberfest.
Image courtesy of Prachachon Beer
Thanakorn “Benz” Tuamsa-ngiam owes the Thai government a lot of money. Like, a lot.
In March this year, Benz was hit with charges of illegally promoting alcohol. Dating back October 2020, 15 posts he shared on social media ran afoul of Thailand’s Alcohol Control Act, a law passed in 2008 that has become the bane of anyone who dares mention alcohol—or share a photo of their drink—online. The fines he faced at the time added up to THB750,000 (US$22,000).
While you might assume that getting slapped with a life-altering fine, plus possible jail time, would have had a chilling effect on Benz, the opposite is true. The very public punishment he has received has only steeled Benz to continue spreading the gospel of Thai craft beer and small-batch spirits.
Benz is a crusader of sorts, not that you would know it by the look of him.
He wears his straight, shoulder-length hair parted in the middle, revealing brown eyes hidden behind round-framed glasses, a thin mustache, and a face that screams bookworm rather than criminal. He speaks softly and eloquently, he’s easy to chat with, and he’s quick to laugh, which is another way of saying he’s a pretty friendly guy.
Benz’s easygoing demeanor—on top of his newfound notoriety—has helped him amass an impressive following through his passion project, Prachachon Beer, or “Beer People.”
Run by a small party of beer geeks that includes his partner Som, Prachachon Beer shares the deep cuts of Thailand’s craft beer and alcohol world. If there’s a new brewery or distillery on the scene, they know about it. And if there’s a craft beer event going down in Bangkok, they’re probably behind it, too.
In the last year alone, they have helped to organize two beer events that have drawn thousands to the Jam Factory in Thonburi—the ends of the Earth if you live off Sukhumvit Road, like I do—and another in the Chatuchak Playground Flea Market’s smoking-hot parking lot.
Despite the oppressive heat (middle of March, car park, no air flow, definitely no aircon), thousands again turned out to try pale ales, kettle sour slushies, ciders, and more from dozens of small, local brewers. They also got to listen to the likes of Prime Minister hopeful Pita Limjareonrat talk about liberalizing the industry—quite a coup for the Prachachon Beer crew and their noble cause.
Recently, I got a chance to chat with Benz at the Foreign Correspondents Club and hoodwinked convinced him to do a Q&A with me—about as notable a distinction as talking to Pita, I think. A week later, we made it happen, and here we are today.
The following has been lightly edited for clarity and flow, but the sentiments are all the same.
What is Prachachon Beer, and why should people care about it?
Prachachon Beer consists of drinkers, brewers, and sellers (selling beer, equipment, and ingredients). We are ordinary people who firmly believe in the idea of transforming our country, starting with Thai spirits and Thai craft beer.
We don’t just work with people in the alcohol industry. We also strive to help the majority of the country through our work. For example, organizing beer events enables people in the area to earn money from sales, renting tables and chairs, and creating jobs and livelihoods for the local community.
We don’t consider ourselves important. We just work to the best of our abilities to maximize the benefits for the majority. Even though we don’t enjoy financial support from big businesses, we have been able to continue working steadily. Now, many people are beginning to see the benefits of what we do.
Benz with Pita Limjaroenrat, possibly Thailand’s next prime minister; image courtesy of Prachachon beer
You all used to homebrew. Why did you stop?
We considered brewing as a business, but when we learned about the legal requirement of having 10 million baht in capital, it became clear we couldn’t pursue it. We then asked ourselves, “What should we do?” We’ve all got this belief, deep down, that if the people come together strong enough, there’s nothing we can’t change.
We established the Prachachon Beer community while we continued working our full-time jobs. Our movement was not really extensive or on a large scale at the time. With our two days off per week, we managed to allocate time to brew beer at home.
During the pandemic, we started venturing out to review shops and events. We expanded our activities to organizing larger-scale events, ranging from 500 to 3,000 attendees. Pretty soon, our two days off per week were no longer enough to brew beer.
We also realized that brewing a single batch of beer, which could yield approximately 50 bottles, may only change the perspective of about 50 people towards craft beer or alternative spirits. However, if we engaged in activities, events, or created impactful content, we would have the potential to change the mindsets of thousands or even hundreds of thousands of people. So we sold all our brewing equipment and fully committed ourselves to spreading our message.
You win THB750,000 in the lottery tomorrow. What do you spend it on?
For sure I would keep that to pay the fine I’m being prosecuted for. Anyway, it still isn’t enough because this law imposes a daily fine of THB5,000 (US$140) per post.
If I were to be penalized for 15 posts over 365 days, the accumulated fines would exceed THB27,375,000 (US$784,000). I don’t have that kind of money. I would also potentially face lifetime imprisonment for failing to pay off my debt.
What I hope to do now is utilize my time to unleash the power of my fellow individuals in the Thai liquor industry and encourage them to forget their burdens and the restrictions [they face]. I want them to be able to operate within a legal framework that is fairer than what currently exists.
What Thai brewers should more people know about? Who’s the next, say, Samata or Baan Bangkok?
There are so many beer brands that I absolutely love, and some that I didn’t care much about at first but ended up growing on me because they kept getting better and better. It’s tough to say who’s the ultimate homebrewer right now because everyone has their own style. Whether it's fruity, hoppy, or easy-drinking, there’s something for everyone.
I love trying different beers in one night. I don’t like sticking to the same drink all night, even if it’s delicious. I enjoy experiencing new things and always seek exciting experiences. I appreciate tasty beverages, but there’s also something intriguing about flavors that are less appealing.
Which beer styles are underrepresented in Thailand?
Lager. In a hot country like ours, a [high-gravity] beer might taste good at first, but in 40 degree Celsius weather, it gets quite challenging to drink.
At a recent Prachachon Beer event, beer fans braved stupid-hot heat for fizzy drinks; image courtesy of Prachachon Beer
When is the next Prachachon Beer event happening? What can people expect from it?
As far as what to expect, our upcoming event needs to be bigger than ever. We’re talking about a massive gathering that can accommodate tens of thousands of people.
Imagine a spectacular festival where you can find a wide range of alcoholic beverages: spirits, beers, wines, local craft drinks from both our country and our neighboring nations. The best part is that everyone will have access to delicious and diverse drinks at a reasonable price.
We’re scouting for a convenient and easily accessible venue. And we hope that in the next nine years, we’ll be able to turn it into an internationally renowned event that people will travel from all over the world just to be a part of. It’s going to be an incredible drinking experience.
[Craig’s note: In a follow-up, Benz’s partner Som told me that they’re hoping to organize a smaller event soon—perhaps in August or September. Also, at the Foreign Correspondents Club, Benz referred to this dream event as “an Oktoberfest for Bangkok.” Exciting!]
It’s the end of a long day. You desperately need a beer. What are you reaching for in the fridge?
I’m falling in love with Thai liquor more and more these days. I’m really enjoying mixing soda and lime with Thai gin, rum, or spirits made from rice that I’ve obtained from small local producers.
I think many people have been deceived into believing that all Thai white spirits are poor quality, smelly, and just not tasty because they probably haven't discovered delicious local spirits like I have. I strongly believe that if our local producers receive genuine support, Thai liquor can compete with any nation's spirits.
Eight months in jail or eight months of drinking only Chang: which do you choose and why?
I can survive without drinking! If my time behind bars would open people’s eyes or change their thinking, then I wouldn’t regret going to prison.