This article re-evaluates the use of masculinities to understand brand building by exploring the branding of alcohol products in Thailand. By relying on the subjectivist epistemology, this study employs the constructivist approach, using a range of qualitative methods, including qualitative content analysis, in-depth interviews, and focus groups. The implications of the findings explain how Thai leading alcohol companies seek to instil particular ideal forms of masculinities for brand promotions in Thailand. This article concludes by suggesting the significance of the cultural power dynamics of the local and global domains that are crucially associated with the gendered construction of brand masculinities. It suggests that we need to employ more recent developments in critical masculinity theory to adequately capture the dynamics of men’s lives in the contemporary world.
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