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2025 Developments
Alcoholic drinks in Thailand demonstrated a resilient yet cautious trajectory in 2025, shaped by an entrenched social drinking culture and robust tourism recovery, contrasting with more volatile regional markets. While total volume remained flat and off-trade volume contracted slightly, value growth persisted, driven by consumer selectivity and a shift towards smaller, more affordable formats, helping maintain brand loyalty amid economic pressures.
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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
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Alcoholic Drinks in Thailand Navigate Economic Pressures and Resilient Demand
Beer Remains the Largest Category as Rtds Surge and Wine Gains Momentum
Chart 2 Players Launch Smaller Pack Sizes in Response to Cautious Consumer Sentiment
Market Polarization and Pack-Size Innovation Influence Alcoholic Drinks in 2025
Chart 3 Analyst Insight for Alcoholic Drinks
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Declining Volumes Will Be Offset by Premiumisation and Tourism-Led Value Growth
Total Volume Is Set to Decline across Key Categories, with Rtds Showing Strongest Resilience
Convenience, Premiumisation, and Wellness Trends Are Set to Influence Alcoholic Drinks Consumption
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Thai Beverage and Boon Rawd Brewery Leverage Scale and Distribution to Sustain Dominance
Smaller Players Gain Ground through Targeted Channels While Incumbents Defend Scale
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Hypermarkets Maintain Leadership While Convenience Stores and Supermarkets Gain Ground
Regulatory Constraints Limit Direct E-Commerce Growth While Digital Channels Support Brand Engagement
Hybrid Convenience and Premium Retail Formats Emerge in Tourism-Driven Locations
Market Polarization Drives Distinct Brand Strategies and Consumer Choices
Chart 10 Siam Winery Launches Its Limited Edition Rosé Variant
Flavour Innovation Supports Brand Retention and Growth Amid Economic Constraints
Shrinkflation and Pack-Size Downsizing Drive Affordability-Led Innovation
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Country Reports Disclaimer
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
Beer in Thailand
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Leading Brands Intensify Promotions Amid Cautious Consumer Spending
Chart 18 Emerging Craft Brands Expand Wheat and Ipa Offerings in Urban Retail
Lager Leads Total Volume Sales While Consumers Explore Craft and No/Low Alcohol Options
Market Polarization Shapes Pricing and Promotional Strategies
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Gradual Volume Declines Will Be Offset by Steady Value Growth and Premiumisation
Lager Will Retain Its Dominance While Stout and Craft Beer Drive Growth Opportunities
Regulatory Easing and Evolving Consumer Preferences Will Support Category Development
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Chang and Singha Intensify Promotions to Defend Share in a Price-Sensitive Market
Leading Brewers Adjust Strategies to Sustain Dominance Amid Intensifying Competition
Product Innovation and Channel Strategies Offer Growth Opportunities for Established Players
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Hypermarkets Lead Retail Sales While Supermarkets and Convenience Stores Gain Traction
Online Beer Sales Remain Restricted, Limiting E-Commerce Growth Potential
Cultural Branding and Incremental Premiumisation Shape Product Innovation
Flavour Diversification in Beer Is Led by Craft and Speciality Channels
Promotional Intensity and Regulatory Constraints Reinforce Volume Defence in a Polarised Market
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Economic Context for Beer
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Chart 31 Consumer Context for Beer
Cider/Perry in Thailand
Key Data Insights
Cider/Perry Summary
Chart 32 Key Industry Trends for Cider/Perry
Chart 33 Brothers Launches New Toffee Apple and Raspberry & Lime Variants
Cider/Perry Remains Niche Amid Cautious Spending and Modest Value Growth
Flavour Innovation and Pack Size Shifts Drive Trial and Visibility in Cider/Perry
Chart 34 Volume Sales 2020-2030
Chart 35 Volume Sales by Category 2025
Cider/Perry Will Remain Niche as Accessibility and Lifestyle Positioning Support Value Growth
Chart 36 Brothers Introduces 330Ml Canned Format to Enhance Accessibility
Flavour Innovation and Experiential Marketing Will Aid Sales of Cider/Perry
Targeted Digital and Experiential Marketing Can Broaden Consumer Understanding of Cider/Perry
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Market Concentration Intensifies as Moose and Brothers Strengthen Their Positions
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Hypermarkets Lead Sales and Boost Visibility for Cider/Perry through Broad Assortments
Retail E-Commerce Remains Absent as Online Alcohol Sales Remain Illegal in Thailand
Chart 41 Real Gdp Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Economic Context for Cider/Perry
Chart 44 Population 2020-2030
Chart 45 Population by Generation 2025
Chart 46 Consumer Context for Cider/Perry
Rtds in Thailand
Key Data Insights
Rtds Summary
Chart 47 Key Industry Trends for Rtds
Convenience, Flavour Accessibility, and Affordability Drive Rtd Growth in Thailand
Wine-Based Rtds Maintain Dominance through Regulatory and Pricing Advantages
Chart 48 Zato Modernises Thai Rice Wine through Sparkling Canned Rtd Formats
Alternative Alcohol Bases and Flavour Innovation Influence Rtds in Thailand
Chart 49 Volume Sales 2020-2030
Chart 50 Volume Sales by Category 2025
Convenience-Led Consumption and Stable Economic Conditions Will Support Sales Despite a Slight Volume Fall
Wine-Based Dominance Will Persist While Spirit-Based Rtds May Gain Momentum through Innovation
Leading Brands Are Expected to Expand Portfolios with New Flavours and Health-Oriented Options
Chart 51 Forecast Volume Sales 2020-2030
Chart 52 Forecast Volume Sales by Category 2025-2030
Siam Winery Maintains Market Leadership Amid Increasing Competitive Dynamics and New Entrants
Innovative Launches and Evolving Formats Fuel Growth Opportunities
Chart 53 Company Shares 2025
Chart 54 Brand Shares 2025
Hypermarkets Drive Rtds Sales Growth through Wide Product Assortment
On-Trade Experiences Drive Rtd Visibility and Trial through Social and Event-Led Consumption
Legal Restrictions Limit E-Commerce Impact Despite Growing Consumer Digital Engagement
Chart 55 Spy Launches a Rosé Limited Edition to Refresh Engagement
Thai Beverage’S Zato and Spy Rosé Exemplify Modern?Rtd Innovation
Hong Thong Extends Mixed Spirits Equity into Affordable Canned Rtds
Chart 56 Real Gdp Growth 2020-2030
Chart 57 Inflation 2020-2030
Chart 58 Economic Context for Rtds
Chart 59 Population 2020-2030
Chart 60 Population by Generation 2025
Chart 61 Consumer Context for Rtds
Spirits in Thailand
Key Data Insights
Spirits Summary
Chart 62 Key Industry Trends for Spirits
Urban and Premium Consumers Support Value Growth Despite Volume Decline
Other Spirits Lead Thailand’S Spirits Market as Premium Categories Gain Traction
Chart 63 Smaller Spirits Pack Sizes Help Consumers Manage Spend without Trading Down
Market Polarization Drives Premiumisation and Value-Focused Innovation
Chart 64 Volume Sales 2020-2030
Chart 65 Volume Sales by Category 2025
Chart 66 Analyst Insight for Spirits
Urban Nightlife and Regulatory Shifts Are Set to Support Growth
Local Sura Khao Will Remain the Dominant Volume Driver Amid Broader Volume Declines
Craft Spirit Legislation and Premiumisation Are Set to Influence the Competitive Landscape
Chart 67 Forecast Volume Sales 2020-2030
Chart 68 Forecast Volume Sales by Category 2025-2030
Thailand’S Spirits Market Remains Concentrated Despite Incremental Gains by Challenger Brands
White Spirits Provide a Growth Platform for International Brands in Thailand’S Spirits Market
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Food/Drink/Tobacco Specialists Lead Sales as Convenience Formats Expand
Legal Restrictions Limit Retail E-Commerce’S Role in Spirits Retail
Renowned Scottish Producer Bruichladdich Launches Its Premium Whisky in Taiwan
Local and Imported Whisky Brands Initiate Diverse Collaborations to Impress Local Consumers
Chart 71 Kavalan Partners with 7-Eleven
Local Players Reinvent Brand Narratives through Premiumisation and Localisation
Chart 72 Real Gdp Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Economic Context for Spirits
Chart 75 Population 2020-2030
Chart 76 Population by Generation 2025
Chart 77 Consumer Context for Spirits
Wine in Thailand
Key Data Insights
Wine Summary
Chart 78 Key Industry Trends for Wine
Steady Expansion Is Driven by Policy Changes and Evolving Consumer Sophistication
Still Light Grape Wine Leads Sales While Sparkling and Alternative Wines Drive Premium Growth
Chart 79 Mont Clair 375Ml and Poco Vino 187Ml Expand Accessible Wine Entry Points
Pack Size Innovation and Market Polarisation Influence the Wine Market in Thailand
Chart 80 Volume Sales 2020-2030
Chart 81 Volume Sales by Category 2025
Steady Wine Growth Is Set to Be Driven by Premiumisation, Diversification, and Channel Rebalancing
Still Light Grape Wine Will Retain Its Volume Leadership Despite an Overall Fall in Sales
Brands Will Balance Accessibility and Aspiration to Drive Expansion in Thailand’S Wine Market
Chart 82 Forecast Volume Sales 2020-2030
Chart 83 Forecast Volume Sales by Category 2025-2030
Siam Winery Strengthens Its Lead through Strategic Portfolio Expansion and Scale
Portfolio Innovation and Policy Support Drive Growth Opportunities for Diversified Brands
Chart 84 Company Shares 2025
Chart 85 Brand Shares 2025
Supermarkets Lead Retail Wine Sales as Food/Drink/Tobacco Specialists Expand
Evolving Retail Formats Enhance Choice, Accessibility, and Premium Wine Discovery
Online Wine Sales Remain Prohibited, Maintaining Offline Retail Dominance
Chart 86 Devanom Expands into Modernised Local Rice Win
Heritage Repositioning and Localisation Drive Premiumisation in Wine
Premium Sparkling and Accessible Imports Illustrate Polarised Market Growth Dynamics
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Economic Context for Wine
Chart 90 Population 2020-2030
Chart 91 Population by Generation 2025
Chart 92 Consumer Context for Wine
Country Reports Disclaimer
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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-
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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
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- Standard Non Alcoholic Beer
- Malta Style 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.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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