Alcoholic Drinks in Thailand
Euromonitor International's Alcoholic Drinks in Thailand market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 145 | Publication date: Feb 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Moderate growth due to economic recession
After a difficult year in 2007, alcoholic drinks recorded moderate growth in 2008 due to the effect of the economic recession. A the same time, uncertainty in the government ranks led to nationwide protests, with led to further social unrest and fall in consumer confidence. Collectively, these factors hindered the performance of alcoholic drinks. However, promotional campaigns by players with big marketing budgets as well as innovative new launches especially economically priced ones at timely periods helped to stimulate and sustain sales.
Key players expand product portfolios across price points
Similar to 2007, the operating environment for alcoholic drinks in Thailand bore witness to intense competition in 2008, with players trying to offer a wide range of products from premium to economy products. New products were launched across beer, spirits, wine and RTDs/high-strength premixes. Due to the impact of the economic downturn and constrained purchasing power for Thai consumers, players also offered super-economy products to boost consumption amongst low-income drinkers along with limited edition variants of products to build up portfolios and, sometimes, test consumer demand.
More intense competition with strong effort put into developing demand
Thai drinkers’ behaviour became more sophisticated during the review year, which led to more intense competition. During the review period, the rise in raw materials and production costs was partially passed on to end-consumers, with most products offered at slightly higher prices due to taxes and increasing cost. To counter this, manufacturers therefore tried to develop latent demand among drinkers and expand the customer base to stimulate higher consumption. One of the strategies put forth was to focus on strengthening distribution and enabling greater product availability of economically priced drinks and brands for consumers nationwide.
On-trade channel continues its dominance
Both on and off-trade plays an important role in the distribution of alcoholic drinks in Thailand, although the off-trade channel continued to account for the majority of alcoholic drinks’ volume sales in the country. This is despite the stricter regulations enforced in 2007 onwards which prohibits alcoholic drinks to be retailed at forecourt retailers in aim to reduce drink driving and drive related accidents. In addition, alcoholic drinks are also not to be sold through convenience stores located near pharmacies/drugstores, hospitals, religious places and educations institutions while all other locations of convenience stores face shorter retailing hours for alcoholic beverages as compared to other retail channels such as supermarkets and hypermarkets. On -trade channels such as pubs, bars, hotels and restaurants cater to socialising events and tourists while off-trade channels cater well to the needs of the domestic population.
Forecast period performance constrained
Affected by a combination of negative operating environment factors and an absence of growth drivers, volume growth of alcoholic drinks in Thailand is anticipated to decelerate over the forecast period. There is likely to be strong restrictions introduced regarding the pricing and distribution of alcoholic drinks as the country looks to further cement its stand on the Drink, Don’t Drive campaign as well as the further implementation of the draft bill of the Alcohol Control Act could result in an advertising ban for alcoholic drinks via television and outdoor advertising. Thai drinkers, particularly in middle- to low-income groups, are likely to reduce unnecessary spending due to financial constraints caused by an economic downturn. Value growth is likely to be held in check by the shift towards economy alcoholic drinks consumption as well.
Table of contents
ALCOHOLIC DRINKS IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Moderate growth due to economic recession
Key players expand product portfolios across price points
More intense competition with strong effort put into developing demand
On-trade channel continues its dominance
Forecast period performance constrained
KEY TRENDS AND DEVELOPMENTS
Poor economic outlook impacts alcoholic drinks sales
Travel and tourism supports performance of alcoholic drinks
Thai consumers become more sophisticated when going for a choice
Increase in drinkers despite growing health and wellness trend
Manufacturers focus on proactive marketing
Specialist retailers
Summary 1 Leading Specialist Retailers 2007
Market merger and acquisition activity
RURAL VS URBAN KEY TRENDS AND DEVELOPMENTS
Trends
Competitive landscape
Prospects
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008 - Leo
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008 – Monsoon Valley
Table 5 Selling Margin of a Typical Imported Wine Brand 2008 – Jacob’s Creek
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008 – Ruang Kao
Table 7 Selling Margin of a Typical Imported Spirits Brand 2008 – 100 Pipers
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - THAILAND
BOON RAWD BREWERY CO LTD - ALCOHOLIC DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Boon Rawd Brewery Co Ltd: Key Facts
Summary 4 Singha Corp Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Singha Corp Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 6 Boon Rawd Brewery Co Ltd: Competitive Position 2007
CHATEAU DE LOEI CO LTD - ALCOHOLIC DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Chateau de Loei Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 Chateau de Loei Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
GRANMONTE CO LTD - ALCOHOLIC DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Granmonte Co Ltd: Key Facts
Summary 10 Granmonte Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Granmonte Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Granmonte Co Ltd: Competitive Position 2007
SIAM WINERY CO LTD - ALCOHOLIC DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Siam Winery Co Ltd: Key Facts
Summary 14 Siam Winery Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Siam Winery Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Siam Winery Co Ltd: Competitive Position 2007
THAI ASIA PACIFIC BREWERY CO LTD - ALCOHOLIC DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Thai Asia Pacific Brewery Co Ltd: Key Facts
Summary 18 Thai Asia Pacific Brewery Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Thai Asia Pacific Brewery Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 20 Thai Asia Pacific Brewery Co Ltd: Competitive Position 2007
BEER IN THAILAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 21 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN THAILAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
RTDS/HIGH-STRENGTH PREMIXES IN THAILAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 52 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 53 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 54 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN THAILAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 59 Sales of Wine by Subsector: Total Volume 2003-2008
Table 60 Sales of Wine by Subsector: Total Value 2003-2008
Table 61 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 62 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 66 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 67 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 68 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 69 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 70 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 71 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 73 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 74 Sales of Still Red Wine by Quality Classification 2003-2008
Table 75 Sales of Still White Wine by Quality Classification 2003-2008
Table 76 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 77 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 78 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 79 Wine Exports by Country of Destination: Total Value 2002-2007
Table 80 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 81 Wine Imports by Country of Origin: Total Value 2002-2007
Table 82 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 84 Brand Shares of Still Light Grape Wine 2004-2007
Table 85 Company Shares of Champagne by National Brand Owner 2004-2007
Table 86 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 87 Brand Shares of Champagne 2004-2007
Table 88 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 89 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 90 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 91 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 92 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 93 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 94 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN THAILAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky Price band methodology
SECTOR DATA
Table 95 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 96 Sales of Spirits by Subsector: Total Value 2003-2008
Table 97 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 98 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 99 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 100 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 101 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 102 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 103 Sales of Gin by Premium/Super-premium Split 2005-2008
Table 104 Sales of Vodka by Premium/Super-premium Split 2005-2008
Table 105 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 106 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 107 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 108 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 109 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 110 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 111 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 112 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 113 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 114 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 115 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 116 Liqueurs Production: Total Volume 2002-2007
Table 117 Other Spirits Production: Total Volume 2002-2007
Table 118 Company Shares of Spirits by National Brand Owner 2003-2007
Table 119 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 120 Brand Shares of Spirits 2004-2007
Table 121 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 122 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 123 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 124 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013