Competitive Landscape
Siam Winery Maintains Market Leadership Amid Increasing Competitive Dynamics and New Entrants
In 2025, RTDs in Thailand remained moderately concentrated, with the top manufacturer, Siam Winery Co Ltd, holding a dominant volume share of 65%, indicating a slight decline from previous years but still representing a commanding market position. Thai Spirit Industry Co Ltd follows with an 19% share, while Diageo Moët Hennessy (Thailand) Ltd holds 8%.
Innovative Launches and Evolving Formats Fuel Growth Opportunities
The competitive landscape is increasingly shaped by continuous product innovation, with brands using flavour extensions, format changes, and base diversification to sustain consumer engagement in a highly competitive and price-sensitive environment. Limited-edition variants and portfolio refreshes help maintain relevance and encourage repeat purchase by reinforcing novelty within familiar brand frameworks.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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.
If you're in the RTDs 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 RTDs 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 RTDs in Thailand?
- Where is consumer demand for RTDs 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?
Rtds in Thailand - Category analysis
Key Data Insights
Rtds Summary
Convenience, Flavour Accessibility, and Affordability Drive Rtd Growth in Thailand
Wine-Based Rtds Maintain Dominance through Regulatory and Pricing Advantages
Alternative Alcohol Bases and Flavour Innovation Influence Rtds in Thailand
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
Siam Winery Maintains Market Leadership Amid Increasing Competitive Dynamics and New Entrants
Innovative Launches and Evolving Formats Fuel Growth Opportunities
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
Thai Beverage’S Zato and Spy Rosé Exemplify Modern?Rtd Innovation
Hong Thong Extends Mixed Spirits Equity into Affordable Canned Rtds
Alcoholic Drinks in Thailand - Industry Overview
2025 Developments
Key Data Insights
Alcoholic Drinks in Thailand Navigate Economic Pressures and Resilient Demand
Beer Remains the Largest Category as Rtds Surge and Wine Gains Momentum
Market Polarization and Pack-Size Innovation Influence Alcoholic Drinks in 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
Thai Beverage and Boon Rawd Brewery Leverage Scale and Distribution to Sustain Dominance
Smaller Players Gain Ground through Targeted Channels While Incumbents Defend Scale
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
Flavour Innovation Supports Brand Retention and Growth Amid Economic Constraints
Shrinkflation and Pack-Size Downsizing Drive Affordability-Led Innovation
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
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!