In 2024, total volume sales of alcoholic drinks in Thailand increased, albeit at a slower pace compared to the previous year, with a more pronounced rise in current value terms. Growth was significantly influenced by a surge in tourism. Thailand is a popular tourist destination, and the increasing number of tourists had significant implications for the sale of alcoholic drinks, particularly in tourist-heavy areas such as Bangkok, Phuket, and Pattaya. Wine also benefited from a reduction in taxes until the end of 2024, aimed at boosting tourism and aiding the recovery of businesses affected by the COVID-19 pandemic. However, local consumers, facing financial strain, started to shift from spirits to more affordable options like beer, RTDs, and wine, as they sought more cost-effective ways to socialise. Additionally, growing health consciousness led to increased demand for lighter and lower-alcohol-content drinks, with many consumers actively trying to limit their alcohol intake. Spirits, due to their high alcohol content, was particularly impacted by this trend.
In 2024, beer remained the largest alcoholic drinks category in Thailand, with total volume sales also showing steady growth. The robust performance of beer can be attributed to its widespread availability in both off-trade and on-trade channels, along with the enduring popularity of local domestic economy lager brands such as Leo from Boon Rawd Brewery, and Chang from Thai Beverage. These brands maintain their leadership by offering affordable price points and catering to local preferences, making them the go-to choice for consumers, especially during the economic downturn, when cost-effectiveness became a significant factor.
Thai Beverage PCL remained the leading company in alcoholic drinks in Thailand in terms of total volume sales in 2024. The company's strength is largely due to its strong presence in beer and spirits. Chang, its domestic economy lager, continued to be a significant contributor to its overall share, alongside Ruang Khao, its sura khao brand within spirits. In 2024, in addition to introducing Prakaan in whiskies, Thai Beverage expanded the distribution of Chang Unpasteurised, a premium beer, to all regions of Thailand. This move was noteworthy as the premium beer was previously available only in Chiang Mai and Chiang Rai due to their proximity to the manufacturing plant.
In 2024, hypermarkets maintained its position as the leading off-trade distribution channel for alcoholic drinks in Thailand, albeit with a slight decline in its volume share from the previous year. The expansive store size of hypermarkets enables them to stock a wide range of products, making them popular among consumers seeking variety and value. These outlets commonly offer both single bottles and cases, with many consumers opting for bulk purchases due to the lower price per unit. However, convenience stores experienced the most significant growth in off-trade volume share, driven by their expanding range of alcoholic drinks and increasing demand for convenience and accessibility. The widespread presence of convenience stores in both urban and suburban areas has made them a preferred option for many consumers. Supermarkets also saw a notable rise in importance as a distribution channel in 2024, particularly for wine. This growth is attributed to their extensive selection of both mass-market local brands and premium imported varieties. Predominantly located in urban areas, supermarkets cater to high-income consumers, who are the primary target market for wine.
The on-trade channel accounted for a 29% share of total volume sales of alcoholic drinks in 2024, marking a notable rise from the previous year, and a return to the pre-pandemic level. This growth was driven by the complete return of locals to their normal routines, and a continued increase in tourist arrivals, which significantly boosted on-trade sales. Key festivals such as Songkran and New Year, which attract a large number of visitors, saw particularly strong sales of alcoholic drinks. Brand-sponsored events, including concerts and festivals, also played a crucial role in raising awareness and enhancing on-trade sales. Additionally, the reduction in the tax rate from 10% to 5% for nightclubs, pubs, and bars until 31 December 2024 helped lower prices, further stimulating tourism and on-trade spending by both local and foreign visitors.
Total volume sales of alcoholic drinks in Thailand are forecast to rise during the forecast period, albeit at a low CAGR. Growth is expected both off-trade and on-trade, across all categories. The main driver of this increase will be growing disposable incomes amongst Thai consumers, which is likely to fuel higher demand for alcoholic drinks.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Alcoholic Drinks industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!