Competitive Landscape
Siam Winery Strengthens Its Lead through Strategic Portfolio Expansion and Scale
Wine in Thailand remained moderately concentrated in 2025, with Siam Winery commanding a 27% share of total volume. This represents a slight decline from 30% over the past five years; however, the company maintains a clear leadership position.
Portfolio Innovation and Policy Support Drive Growth Opportunities for Diversified Brands
In 2025, innovation in the competitive landscape was primarily driven by portfolio expansion and pack-size strategies to broaden consumer reach and stimulate trial occasions. Siam Winery’s introduction of new price-tiered offerings, including premium imports and innovative expressions, reflected a broader industry shift towards serving more diverse consumer segments.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine 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 Wine 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 Wine 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 Wine in Thailand?
- Where is consumer demand for Wine 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?
Wine in Thailand - Category analysis
Key Data Insights
Wine Summary
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
Pack Size Innovation and Market Polarisation Influence the Wine Market in Thailand
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
Siam Winery Strengthens Its Lead through Strategic Portfolio Expansion and Scale
Portfolio Innovation and Policy Support Drive Growth Opportunities for Diversified Brands
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
Heritage Repositioning and Localisation Drive Premiumisation in Wine
Premium Sparkling and Accessible Imports Illustrate Polarised Market Growth Dynamics
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:
Wine
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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
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
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 Wine research and analysis database.
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