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Competitive Landscape
Thailand’S Spirits Market Remains Concentrated Despite Incremental Gains by Challenger Brands
Thailand’s spirits market remains highly concentrated, with a small number of established domestic manufacturers accounting for the vast majority of total volume sales. Thai Beverage PCL continues to hold a commanding position, supported by a broad multi-tier portfolio and an extensive nationwide distribution network.
White Spirits Provide a Growth Platform for International Brands in Thailand’S Spirits Market
While domestic manufacturers dominate overall spirits volumes, international companies maintain a strong presence in white spirits categories such as vodka and gin, which are closely associated with cocktail-led consumption occasions. Diageo Moët Hennessy (Thailand) Ltd remains the leading international player, holding a 55% volume share of white spirits in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits 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 Spirits 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 Spirits 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 Spirits in Thailand?
- Where is consumer demand for Spirits 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?
Spirits in Thailand - Category analysis
Key Data Insights
Spirits Summary
Chart 1 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 2 Smaller Spirits Pack Sizes Help Consumers Manage Spend without Trading Down
Market Polarization Drives Premiumisation and Value-Focused Innovation
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Chart 5 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 6 Forecast Volume Sales 2020-2030
Chart 7 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 8 Company Shares 2025
Chart 9 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 10 Kavalan Partners with 7-Eleven
Local Players Reinvent Brand Narratives through Premiumisation and Localisation
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Economic Context for Spirits
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Chart 16 Consumer Context for Spirits
Alcoholic Drinks in Thailand - Industry Overview
2025 Developments
Key Data Insights
Chart 17 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 18 Players Launch Smaller Pack Sizes in Response to Cautious Consumer Sentiment
Market Polarization and Pack-Size Innovation Influence Alcoholic Drinks in 2025
Chart 19 Analyst Insight for Alcoholic Drinks
Chart 20 Volume Sales 2020-2030
Chart 21 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 22 Forecast Volume Sales 2020-2030
Chart 23 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 24 Company Shares 2025
Chart 25 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 26 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 27 Economic Context for Alcoholic Drinks
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Alcoholic Drinks
Chart 31 Population 2020-2030
Chart 32 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
The following categories and subcategories are included:
Spirits
-
- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- 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
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitions
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This report originates from Passport, our Spirits research and analysis database.
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