Alcoholic
Alcoholic Drinks

Alcoholic Drinks in Thailand

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: Mar 2008
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GBP950.00

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  • Get insight into trends in market performance
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Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Government controls hinder alcoholic drinks

The performance of alcoholic drinks in Thailand was hindered by many external negative factors in 2007. The government’s Alcohol Control Act on the subject of an advertising ban for alcoholic drinks on television and outdoor advertising directly impacted performance as companies grapple with searching for new advertising means ahead of the proposed implementation. Also, with a stricter anti-alcohol movement, the sale of alcoholic drinks via forecourt retailers was banned throughout Thailand. On the other hand, with strong efforts from alcoholic drink manufacturers and importers, aggressive and continuous marketing campaigns and new launches, good growth was still sustained for 2007.

Move to cocktails for fashionable lifestyle

With rising interest in a fashionable lifestyle, there was a boom for cocktails, particularly amongst women drinkers who are fast increasing in number. Alcoholic drinks are increasingly used to indicate one’s personality and lifestyle, which benefited sophisticated cocktails. The wide variety of cocktails also helped these drinks such as vodka and gin gain popularity especially via the on-trade channel.

Major players try hard to maintain positions

The operating environment for alcoholic drinks in Thailand bore witness to intense competition in 2007. Below-the-line marketing strategies were widely adopted by the major players to target specific consumer groups to maintain their position, as above-the-line marketing strategies seem less effective. Many manufacturers began to offer products exclusively via certain outlets. In addition, as Thai drinkers are watching their spending on alcoholic drinks, economy alcoholic drinks gained in popularity, especially among low-income drinkers. As a result, manufacturers lowered prices and bundling was one of the tactics used. For instance, Chang and Archa domestic economy beer were sold to wholesalers and retailers in a bundle with Thai Beverage’s well-known spirits in order to boost sales of beer.

In spite of ban via forecourt retailers, off-trade retains dominance

The off-trade channel continued to account for the majority of alcoholic drinks’ volume sales in the country. Off-trade consumption is preferred since drinks are cheaper. However, in 2007, there were stricter regulations enforced that affected off-trade sales. Now, alcoholic drinks sales are prohibited to be retailed via forecourt retailers with the key intention of reducing accidents and in support of the country’s stance towards the Drink, Don’t Drive campaign. In addition, alcoholic drinks are also not to be sold through convenience stores that are located near pharmacies/drugstores, hospitals, religious places and educational institutes.

Decelerating growth in alcoholic drinks in Thailand

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. 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. With the ban on sales of alcoholic drinks via some convenience stores and forecourt retailers, this is likely to have a direct impact on the industry. 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

Government controls hinder alcoholic drinks

Move to cocktails for fashionable lifestyle

Major players try hard to maintain positions

In spite of ban via forecourt retailers, off-trade retains dominance

Decelerating growth in alcoholic drinks in Thailand

KEY TRENDS AND DEVELOPMENTS

Cocktail drink trend among drinkers, benefiting from slew of new launches

Anti-alcohol regulations aim to reduce consumption

Parallel trade channel continues to impact sales of alcoholic drinks

Shift towards cheaper alcoholic drinks due to economic downturn

Health consciousness impacts alcoholic drinks

Growth in supermarkets/hypermarkets widens access to alcoholic drinks

Specialist retailers

Summary 1 Leading Specialist Retailers 2006

Market Merger and Acquisition Activity

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007

Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007

Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007: Beer Thai (1991) Plc’s Chang

Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007 – Siam Winery Co Ltd’s Monsoon Valley

Table 5 Selling Margin of a Typical Imported Wine Brand 2007 – Pernod Ricard (Thailand) Ltd’s Jacob’s Creek

Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007: Sura Bangyikhan Co Ltd’s Ruang Kao

Table 7 Selling Margin of a Typical Imported Spirits Brand 2007 – Pernod Ricard (Thailand) Ltd’s 100 Pipers 8 YO

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007

MARKET DATA

Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007

Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007

Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007

Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007

Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007

Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006

Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007

Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007

Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012

Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012

Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012

Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012

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 Boon Rawd Brewery Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUTION

Summary 5 Boon Rawd Brewery Co Ltd: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 6 Boon Rawd Brewery Co Ltd: Competitive Position 2006

PB VALLEY KHAO YAI WINERY - ALCOHOLIC DRINKS - THAILAND

STRATEGIC DIRECTION

KEY FACTS

Summary 7 PB Valley Khao Yai Winery: Key Facts

Summary 8 PB Valley Khao Yai Winery: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 9 PB Valley Khao Yai Winery: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 10 PB Valley Khao Yai Winery: Competitive Position 2006

SIAM WINERY CO LTD - ALCOHOLIC DRINKS - THAILAND

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Siam Winery Co Ltd: Key Facts

Summary 12 Siam Winery Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 13 Siam Winery Co Ltd: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 14 Siam Winery Co Ltd: Competitive Position 2006

THAI ASIA PACIFIC BREWERY CO LTD - ALCOHOLIC DRINKS - THAILAND

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Thai Asia Pacific Brewery Co Ltd: Key Facts

Summary 16 Thai Asia Pacific Brewery Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 17 Thai Asia Pacific Brewery Co Ltd: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 18 Thai Asia Pacific Brewery Co Ltd: Competitive Position 2006

THAI BEVERAGE PCL - ALCOHOLIC DRINKS - THAILAND

STRATEGIC DIRECTION

KEY FACTS

Summary 19 Thai Beverage Plc: Key Facts

Summary 20 Thai Beverage Plc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 21 Thai Beverage Plc: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 22 Thai Beverage Plc: Competitive Position 2006

BEER IN THAILAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 23 Lager by Price Band 2007

Published data comparisons

SECTOR DATA

Table 24 Sales of Beer by Subsector: Total Volume 2002-2007

Table 25 Sales of Beer by Subsector: Total Value 2002-2007

Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007

Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007

Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007

Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007

Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006

Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006

Table 34 Beer Exports by Country of Destination: Total Value 2001-2006

Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006

Table 36 Beer Imports by Country of Origin: Total Value 2001-2006

Table 37 Company Shares of Beer by National Brand Owner 2002-2006

Table 38 Company Shares of Beer by Global Brand Owner 2002-2006

Table 39 Brand Shares of Beer 2003-2006

Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012

Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012

Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012

Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012

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 2002-2007

Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007

Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007

Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007

Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007

Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007

Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007

Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007

Table 52 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006

Table 53 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006

Table 54 Brand Shares of RTDS/High-strength Premixes 2003-2006

Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012

Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012

Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012

Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012

WINE IN THAILAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published data comparisons

SECTOR DATA

Table 59 Sales of Wine by Subsector: Total Volume 2002-2007

Table 60 Sales of Wine by Subsector: Total Value 2002-2007

Table 61 Sales of Wine by Subsector: % Total Volume Growth 2002-2007

Table 62 Sales of Wine by Subsector: % Total Value Growth 2002-2007

Table 63 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007

Table 64 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007

Table 65 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 66 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 67 Volume Sales of Still Red Wine by Price Segment 2004-2007

Table 68 Volume Sales of Still White Wine by Price Segment 2004-2007

Table 69 Volume Sales of Still Rosé Wine by Price Segment 2004-2007

Table 70 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007

Table 71 Sales of Still Red Wine by Grape/Varietal Type 2004-2007

Table 72 Sales of Still White Wine by Grape/Varietal Type 2004-2007

Table 73 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007

Table 74 Sales of Still Red Wine by Quality Classification 2002-2007

Table 75 Sales of Still White Wine by Quality Classification 2002-2007

Table 76 Sales of Still Rosé Wine by Quality Classification 2002-2007

Table 77 Wine Production, Imports and Exports: Total Volume 2001-2006

Table 78 Wine Exports by Country of Destination: Total Volume 2001-2006

Table 79 Wine Exports by Country of Destination: Total Value 2001-2006

Table 80 Wine Imports by Country of Origin: Total Volume 2001-2006

Table 81 Wine Imports by Country of Origin: Total Value 2001-2006

Table 82 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006

Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006

Table 84 Brand Shares of Still Light Grape Wine 2003-2006

Table 85 Company Shares of Champagne by National Brand Owner 2003-2006

Table 86 Company Shares of Champagne by Global Brand Owner 2003-2006

Table 87 Brand Shares of Champagne 2003-2006

Table 88 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006

Table 89 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006

Table 90 Brand Shares of Fortified Wine and Vermouth 2003-2006

Table 91 Forecast Sales of Wine by Subsector: Total Volume 2007-2012

Table 92 Forecast Sales of Wine by Subsector: Total Value 2007-2012

Table 93 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012

Table 94 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012

SPIRITS IN THAILAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and other blended Scotch whisky Price band methodology

Table 95 Benchmark Brands – Thailand

SECTOR DATA

Table 96 Sales of Spirits by Subsector: Total Volume 2002-2007

Table 97 Sales of Spirits by Subsector: Total Value 2002-2007

Table 98 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007

Table 99 Sales of Spirits by Subsector: % Total Value Growth 2002-2007

Table 100 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007

Table 101 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007

Table 102 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 103 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 104 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007

Table 105 Sales of Gin by Premium/Super-premium Split 2004-2007

Table 106 Sales of Vodka by Premium/Super-premium Split 2004-2007

Table 107 Sales of Flavoured vs Non-flavoured Vodka 2004-2007

Table 108 Spirits Production, Imports and Exports: Total Volume 2001-2006

Table 109 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006

Table 110 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006

Table 111 Vodka Production, Imports and Exports: Total Volume 2001-2006

Table 112 Gin Production, Imports and Exports: Total Volume 2001-2006

Table 113 Rum Production, Imports and Exports: Total Volume 2001-2006

Table 114 Liqueurs Production: Total Volume 2001-2006

Table 115 Other Spirits Production: Total Volume 2001-2006

Table 116 Company Shares of Spirits by National Brand Owner 2002-2006

Table 117 Company Shares of Spirits by Global Brand Owner 2002-2006

Table 118 Brand Shares of Spirits 2003-2006

Table 119 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012

Table 120 Forecast Sales of Spirits by Subsector: Total Value 2007-2012

Table 121 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012

Table 122 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012

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