In a global food and beverage industry where competition is fierce, “Storytelling” and “Identity” have become the core pillars for creating sustainable differentiation. A compelling case study is the rise of “Thai Wine,” which is now transcending traditional boundaries to gain international acclaim.
A key driver behind this movement is Ms. Orakitt Waewklaihong, Founder of Growing Goal Co., Ltd. Her strategic vision has been instrumental in placing GranMonte, the premium Thai wine from Khao Yai, onto the lounges of international airlines—marking a new milestone for Thai products in the global market.
Ms. Orakitt shares that her journey began with a simple question. After tasting wines from across the globe, she realized that Thailand possessed the potential to produce high-quality wines, yet they remained largely under-recognized. The turning point came when she visited the GranMonte vineyard in Khao Yai. Her firsthand experience transformed her hesitation into total confidence in the quality and unique character of Thai viticulture.
“The ultimate question was: why don’t we support our own local excellence?” This question became her mission as she stepped into the role of a strategic dealer, determined to push Thai wine onto the global stage.
Ms. Orakitt’s core strategy involves placing Thai wine on “Global Platforms” that offer direct access to international travelers. Airlines, being the gateway to the travel experience, were the perfect fit. Her pitch was distinct: “We aren’t just selling wine; we are selling the Spirit of Thailand.”
The first breakthrough came with Bangkok Airways, which selected GranMonte to be served in its lounges nationwide. This success paved the way for an even greater milestone last March, when GranMonte was selected as part of the premium food and beverage experience on Thai Airways International, solidifying the prestige of Thai products on a world-class stage.
The strength of GranMonte lies in its mastery of Tropical Viticulture—the art of growing wine grapes in a tropical climate. The vineyard seamlessly blends “Old World” European heritage with “New World” technology.
Over the past 27 years, GranMonte has grown from a boutique vineyard into a 100% Thai brand decorated with numerous international awards. It has also earned the Geographical Indication (GI) registration for “Khao Yai Wine,” a certification of its quality and origin. Every step, from night harvesting to maintain freshness to aging in French oak barrels, reflects a commitment to international standards and sustainability.
Beyond her role as an entrepreneur, Ms. Orakitt is a PhD Candidate in Tourism Management. This academic background allows her to systematically integrate theoretical knowledge with business operations. Her story reflects the new era of Thai tourism: a synergy of “Thai Products + Storytelling + Experience” to create international value.
“In a world searching for something different, Thai wine is no longer a second choice. It is a rising Soft Power ready to lead Thailand onto the global stage with pride,” she concludes.
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