I am sitting here writing this column through a particularly nasty hangover because, in the (ahem) spirit of investigative journalism, I undertook an arduous tour of Bangkok's hostelries last night to gauge the effect of various new anti-booze measures announced this week.
And the verdict is that 'happy hour' is over - literally. But that's not all: there's a new blanket ban on alcohol advertising, a 2 per cent rise in the excise tax on alcohol sales, and the legal drinking age will likely be lifted from 18 to 20.
'This is draconian stuff,' lamented one German restaurateur and bar owner. 'If you look at the new law, it means no more happy hours, no more two-for-one promotions, no signage promoting alcohol outside your premises. I never thought I'd see Thailand turn into such a nanny state.'
In the wake of last month's coup, there was a false dawn for barflies. Pubs and clubs began staying open past the 1am closing time instituted under ex-prime minister Thaksin Shinawatra's regime. Now that has been drowned in a sea of anti-alcohol legislation.
Last week, Thailand's Food and Drug Administration issued orders declaring alcoholic drinks a controlled product, and banning advertisements for them. The orders take effect in about 40 days. Public Health Minister Mongkol Na Songkhla says research shows the ban on alcohol advertising should reduce youth drinking by about 24 per cent a month. 'As part of the bill, vending machines, hawking, discounts and promotional gimmicks cannot be used for the sale of alcoholic beverages - while it will also be illegal to serve alcoholic drinks to people who are excessively drunk,' he said.
Also before the cabinet is the Alcoholic Beverage Control Bill, which proposes raising the legal drinking age to 20. The bill has been watered down somewhat from the original proposal, which would have meant no one under 25 could touch a drop.