The grape crusader

Time Out

a day ago

In Thailand, talking about alcohol used to be a bit like whispering in a library. Even showing off a bottle of locally made wine on social media could feel like tiptoeing through a legal minefield. Meanwhile, big brands had long mastered the art of sneaky marketing, leaving smaller producers struggling to have their voices heard.
But things are finally shifting. After marathon negotiations, Thailand's alcohol laws are getting a much-needed makeover, giving the underdogs of the country's wine and spirits scene a chance to shine. At the heart of this movement is Mimi Suwisut Lohitnavy, who has spent years fighting for the right of small producers to tell their story. Time Out caught up with the GranMonte winemaker to get the inside story on the new laws and ask what's pouring next.
From family hobby to national darling
Mimi, the marketing brains behind GranMonte, the family-owned winemaker that snagged 2024's coveted 'Best Wine from Asia' trophy. Two decades after GranMonte began its journey from hobby to hegemony, Thai consumers are no longer shy about local wine. They want it, they trust it, and crucially they understand it. The brand has been riding that wave, positioning itself as 100 percent Thai, 100 percent authentic, from vineyard to glass.
For years, small crafters had to stay silent. Posting about a vineyard or even sharing an award felt risky, while big brands danced around loopholes. Mimi wasn't having it. She joined forces with other producers, campaigned, sat through endless meetings and changed the game. Soon, small makers can finally tell their stories without fear. Consumers can share their wine selfies without worrying about fines.
'The biggest change is freedom,' Mimi says. 'We can finally speak openly, educate and connect.' That freedom doesn't just matter for businesses; it means more choice and transparency for drinkers eager to discover what's made in their own backyard. After years of pushing, Mimi's persistence has made the entire industry louder, prouder, and freer.
The legal struggle
The official reform process started early 2021, and it wasn't a sprint; it was a marathon filled with meetings, debates and endless redrafts. Slowly but surely, the House of Representatives gave the bill the green light in principle and passed it on to the Senate. And just like a sequel no one dared skip, the Senate formed its own committee, scrutinized every paragraph, and finally voted yes.
'After all that, the law passed both the House and the Senate.'
Once it passes the final hurdle, the law will officially kick in within 100 days – meaning hopefully, by the end of the year at the latest. Then comes the Alcohol Control Committee, ready to write the playbook for the new rules. And while it might take some time for the gears to turn, the foundation is set for a more transparent, flexible and fair regulatory landscape. Section 32, once a straitjacket, now differentiates between commercial advertising and sharing factual information.
Under Section 32/1, producers can share their vineyard, winemaking process and unique terroir with the world without fear. Section 32/2 clarifies that influencers cannot promote alcohol for profit, but ordinary wine lovers are free to post their wine selfies legally. Rules around corporate social responsibility and sponsorship are also clearer: supporting events is allowed, but logos cannot be used to subtly advertise alcohol.
'Finally, small producers can talk directly to consumers without fear. It's a massive win,' Mimi says. The reform opens the door to the one thing they've been craving: the freedom to tell their own story.
How does this impact your Instagram?
For the average person, this law makes life smoother. Posting a wine picture online will soon be perfectly fine. For tourists tired of the 2pm-5pm alcohol sale ban, some flexibility is finally arrived for hotels and licensed venues.
Small producers now also get clarity on responsible practices. ID checks, refusing service to intoxicated customers. These aren't just rules; they're shields. Shields that let producers say: 'We're responsible, we've got this.'
'It's not about encouraging everyone to get hammered, It's about letting people make informed choices.'
Tourists will notice subtle changes too. Imagine arriving at a hotel after a long flight and actually being able to buy a bottle of local beer or wine in restaurants, without running into baffling prohibition. Or attending a cultural festival where alcohol sponsorship is present and responsibly helping fund live music, workshops and community events rather than just plastering logos everywhere.
Storytelling over sales
For Mimi, this new freedom is a form of soft power. 'It's not just the bottle; it's the story, the craftsmanship, the people behind it,' she explains. 'Wine isn't just taste – it's geography, it's narrative.'
This legal reform isn't a push to sell more, but a nudge towards a more mindful drinking culture built on quality. 'It's about letting people make informed choices,' Mimi emphasizes. 'Drinking is about pleasure and understanding the story behind what you drink. And finally, we will be able to tell that story.'
Cheers to the future