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PUBLISHER: Euromonitor International | PRODUCT CODE: 2125219
PUBLISHER: Euromonitor International | PRODUCT CODE: 2125219
Alcoholic Drinks in Thailand
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PAGES: 110 Pages
DELIVERY TIME: 1-2 business days
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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.
Euromonitor International's Alcoholic Drinks in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Alcoholic Drinks market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market's major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.
Product Code: ADTH
TABLE OF CONTENTS
List Of Contents And Tables
Executive Summary
- 2025 Developments
Key Data Insights
Key Industry Trends
- CHART 1 Key Industry Trends for Alcoholic Drinks
Industry Performance
- 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
What's Next?
- 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
Competitive Landscape
- 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
Channels
- 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
Products
- Market Polarization Drives Distinct Brand Strategies and Consumer Choices
- CHART 10 Siam Winery Launches Its Limited Edition Rose Variant
- Flavour Innovation Supports Brand Retention and Growth Amid Economic Constraints
- Shrinkflation and Pack-Size Downsizing Drive Affordability-Led Innovation
Market Background
- Legislation
- Legal Purchasing Age and Legal Drinking Age
- Drink Driving
- Advertising
- Smoking Ban
- Opening Hours
- On-Trade Establishments
Taxation and Duty Levies
Operating Environment
- Contraband/Parallel Trade
- Duty Free
- Cross-Border/Private Imports
Economic Context
- CHART 11 Economic Context for Alcoholic Drinks
- CHART 12 Real Gdp Growth 2020-2030
- CHART 13 Inflation 2020-2030
Consumer Context
- CHART 14 Consumer Context for Alcoholic Drinks
- CHART 15 Population 2020-2030
- CHART 16 Population by Generation 2025
- Country Reports Disclaimer
BEER IN THAILAND
Key Data Insights
- 2025 Developments
- Beer Summary
Key Industry Trends
- CHART 17 Key Industry Trends for Beer
Industry Performance
- 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
What's Next?
- 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
Competitive Landscape
- 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
Channels
- Hypermarkets Lead Retail Sales While Supermarkets and Convenience Stores Gain Traction
- Online Beer Sales Remain Restricted, Limiting E-Commerce Growth Potential
Products
- 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
Economic Context
- CHART 26 Real Gdp Growth 2020-2030
- CHART 27 Inflation 2020-2030
- CHART 28 Economic Context for Beer
Consumer Context
- CHART 29 Population 2020-2030
- CHART 30 Population by Generation 2025
- CHART 31 Consumer Context for Beer
- Country Reports Disclaimer
CIDER/PERRY IN THAILAND
Key Data Insights
- 2025 Developments
- Cider/Perry Summary
Key Industry Trends
- CHART 32 Key Industry Trends for Cider/Perry
Industry Performance
- 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
What's Next?
- 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
Competitive Landscape
- Market Concentration Intensifies as Moose and Brothers Strengthen Their Positions
- CHART 39 Company Shares 2025
- CHART 40 Brand Shares 2025
Channels
- 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
Economic Context
- CHART 41 Real Gdp Growth 2020-2030
- CHART 42 Inflation 2020-2030
- CHART 43 Economic Context for Cider/Perry
Consumer Context
- CHART 44 Population 2020-2030
- CHART 45 Population by Generation 2025
- CHART 46 Consumer Context for Cider/Perry
- Country Reports Disclaimer
RTDS IN THAILAND
Key Data Insights
- 2025 Developments
- Rtds Summary
Key Industry Trends
- CHART 47 Key Industry Trends for Rtds
Industry Performance
- 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
What's Next?
- 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
Competitive Landscape
- 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
Channels
- 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
Products
- CHART 55 Spy Launches a Rose Limited Edition to Refresh Engagement
- Thai Beverage'S Zato and Spy Rose Exemplify Modern?Rtd Innovation
- Hong Thong Extends Mixed Spirits Equity into Affordable Canned Rtds
Economic Context
- CHART 56 Real Gdp Growth 2020-2030
- CHART 57 Inflation 2020-2030
- CHART 58 Economic Context for Rtds
Consumer Context
- CHART 59 Population 2020-2030
- CHART 60 Population by Generation 2025
- CHART 61 Consumer Context for Rtds
- Country Reports Disclaimer
SPIRITS IN THAILAND
Key Data Insights
- 2025 Developments
- Spirits Summary
Key Industry Trends
- CHART 62 Key Industry Trends for Spirits
Industry Performance
- 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
What's Next?
- 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
Competitive Landscape
- 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
Channels
- Food/Drink/Tobacco Specialists Lead Sales as Convenience Formats Expand
- Legal Restrictions Limit Retail E-Commerce'S Role in Spirits Retail
Products
- 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
Economic Context
- CHART 72 Real Gdp Growth 2020-2030
- CHART 73 Inflation 2020-2030
- CHART 74 Economic Context for Spirits
Consumer Context
- CHART 75 Population 2020-2030
- CHART 76 Population by Generation 2025
- CHART 77 Consumer Context for Spirits
- Country Reports Disclaimer
WINE IN THAILAND
Key Data Insights
- 2025 Developments
- Wine Summary
Key Industry Trends
- CHART 78 Key Industry Trends for Wine
Industry Performance
- 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
What's Next?
- 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
Competitive Landscape
- 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
Channels
- 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
Products
- 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
Economic Context
- CHART 87 Real Gdp Growth 2020-2030
- CHART 88 Inflation 2020-2030
- CHART 89 Economic Context for Wine
Consumer Context
- CHART 90 Population 2020-2030
- CHART 91 Population by Generation 2025
- CHART 92 Consumer Context for Wine
- Country Reports Disclaimer
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