Alcoholic drinks in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
On-trade vs off-trade split
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.
What next for alcoholic drinks?
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.
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Overview:
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:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
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
The Alcoholic Drinks in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Thailand?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Thailand
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Thailand
KEY DATA FINDINGS
Domestic economy lager accounts for the highest sales due to its low price and wide availability
Boon Rawd Brewery remains the top company in beer, while Thai Beverage sees dynamism
Hypermarkets leads off-trade beer distribution in 2024 due to a wide selection, while on-trade sales increase due to rising tourism and broad availability
The premiumisation trend will fuel growth in beer, with stout projected to see the most dynamism due to its premium perception
Fewer restrictions on advertising alcoholic drinks could potentially benefit small craft beer businesses
New law amendment expected to drive growth for craft beer as new breweries emerge and consumers seek diverse flavour profiles
Lager price band methodology
Cider/Perry in Thailand
KEY DATA FINDINGS
Competition, high prices, and brand withdrawal drive volume decline for cider/perry
Siam Winery maintains its lead, but Brewberry sees the strongest growth
Growing share of sales for convenience stores as Moose expands distribution to this channel
Growth opportunities through awareness-raising and wider distribution
Health and wellness and craft trends likely to attract consumers to cider/perry
Product innovation will be important to compete with other alcoholic drinks categories
Rtds in Thailand
KEY DATA FINDINGS
Easy drinking, convenience, and new product development drive growth
Local company Siam Winery maintains its dominance with new product development
Hypermarkets continues to lead, but loses share to proximity channels
Continued growth due to convenience and product launches
Demand for healthier products set to influence the development of RTDs
New product development through innovative flavours
Spirits in Thailand
KEY DATA FINDINGS
Limited growth due to economic downturn and health trend, although tequila sees a high increase
Thai Beverage maintains its dominance, but loses slight share to imported spirits
With expansion of the product range, supermarkets sees share growth
Shochu/soju set to see strong growth, with Thai products likely to be popular due to their lower price
Growth of craft spirits likely to be driven by new legislation
Recent launches set to drive increasing premiumisation in spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Thailand
KEY DATA FINDINGS
Lower excise taxes on alcohol and nightlife in Thailand benefit imported wines and boost on-trade sales
Siam Winery maintains its lead in wine in Thailand in 2024 with diverse, accessible, and affordable offerings
Supermarkets remains the top distribution channel for wine due to a wide product range and urban locations targeting high-income consumers
Higher demand as incomes rise and interest in wine increases, especially in urban areas
Potential health benefits of moderate wine consumption may provide opportunities for growth over other alcoholic drinks
Organic and sustainably packaged wines likely to see higher demand from a low base
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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