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The original Thai sip has entered the chat. Discover Sato So Good, Thailand’s first Sato festival.
Once seen as a humble village brew, Thailand’s traditional rice wine is stepping into a new era. For the first time, Prachachon Beer brings Thai rice wine to the forefront with Sato So Good, introducing a new generation to the craft, flavours and stories behind it.
Sato carries generations of Thai knowledge from the choice of rice and the art of fermentation to the flavours shaped by place, ingredients and technique. Now, a new generation of producers is taking that heritage somewhere new.
Sato So Good puts that evolution in the spotlight. It brings Sato into a global conversation while keeping its identity unmistakably Thai. For a new generation of drinkers and curious travellers, the festival offers a chance to discover Thailand through its rice, its people and its craft.
There is something special about a local tradition finding a new audience. It is Thai, and that is exactly what makes it worth celebrating. Another movement in honour of Thai culture, this time with a glass in hand.
What to Expect
For three days, more than 30 producers from across the country come together at Yodpiman Riverwalk, with their bottles, stories and local craft at the heart of the experience. Visitors a chance to taste different styles of Thai rice wine and meet the people behind the craft.
The programme covers the essentials, from rice selection and fermentation to regional flavours and tasting techniques. Producers will share their methods and stories through talks and free daily workshops, giving visitors a closer look at how Sato is made and how its flavours differ.
The festival also features Thai food pairings, with local dishes matched with different Sato styles, plus music from Durian Radio throughout the evening.
At its core, Sato So Good is about giving Thai rice wine a new place in contemporary drinking culture with its own identity, producers and approach to craft.
The event takes place from 4-6 September 2026, from 3pm-11pm, at Yodpiman Riverwalk on the Chao Phraya River. Admission is THB 150, with tickets available in advance and for walk-in entry at the venue.
