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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Thailand

Aug 2020

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Executive Summary

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COVID-19 impact on alcoholic drinks

COVID-19 is expected to have a significant negative impact on sales of alcoholic drinks in Thailand in 2020, particularly in the first half of the year. Sales in the on-trade channel are expected to plummet, for several reasons.

COVID-19 country impact

All non-essential establishments in Thailand were closed from 21 March 2020, with only takeaway and delivery services allowed from foodservice outlets. A cross-border travel ban was put in place, with the exception of diplomats, work permit holders, people working in the transportation of goods, as well as those with the express permission of the Prime Minister to enter the country.

Spending boosted by stimulus programme and lower prices for imported brands

In 2019, overall alcoholic drinks saw its best performance since 2016, recovering from slow growth in 2017 and decline in 2018, which was due to the King’s funeral and a change in the taxation on alcoholic drinks. Consumers also had higher purchasing power due to the stronger economy compared with the previous few years.

Players in beer dominate, and cross-category launches boost domestic players

Thanks primarily to their strength in beer, the largest alcoholic drinks category in Thailand, the two brewers Boon Rawd Brewery and Thai Beverage continued to dominate alcoholic drinks in 2019. Thai Beverage, however, also remained the dominant player in spirits, particularly other spirits such as mixed spirits and sura khao.

Growth expected to resume, with a strong switch back to on-trade sales

After the expectation of a strong negative impact on total volume sales of alcoholic drinks from COVID-19 in 2020, a return to growth is expected in 2021. However, this overall performance masks that fact that the on-trade channel is expected to see a dynamic increase, whilst the off-trade channel is expected to decline in this year.

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Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Thailand for free:

The Alcoholic Drinks in Thailand market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Thailand?
What are the major brands in Thailand?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why 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 industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in Thailand

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Spending boosted by stimulus programme and lower prices for imported brands

Players in beer dominate, and cross-category launches boost domestic players

Growth expected to resume, with a strong switch back to on-trade sales

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers move towards premium lager

Craft and weissbier perform well, and non-low alcohol beer rises from a low base

Regulation leads two main players to maintain their dominance

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2019

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2014-2019
Table 19 Sales of Beer by Category: Total Value 2014-2019
Table 20 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 21 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 26 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 27 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 29 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 30 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

Sluggish growth in tourism hampers growth

New products and packaging to attract a wide range of consumers

Siam Winery maintains its leading position

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Wine by Category: Total Volume 2014-2019
Table 34 Sales of Wine by Category: Total Value 2014-2019
Table 35 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 36 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 37 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 41 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 42 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 45 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 46 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 47 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 48 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 49 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 50 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 51 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 52 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 53 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 54 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 55 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 56 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 57 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

Government programme supports a return to off-trade growth

The emergence of craft spirits

Consumers continue to prefer local spirits despite falling prices of imported brands

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 4 Benchmark Brands 2019

CATEGORY DATA

Table 58 Sales of Spirits by Category: Total Volume 2014-2019
Table 59 Sales of Spirits by Category: Total Value 2014-2019
Table 60 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 61 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 62 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 63 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 64 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 65 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 66 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 67 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 68 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 69 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 70 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 71 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 72 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 73 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 74 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 75 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 76 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 77 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 78 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

Cider/perry is sweet and trendy, leading to growth on- and off-trade

Modern trade channels carry a widening product range, increasing the competition

International brands maintain their lead, but domestic brands also gaining popularity

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 79 Sales of Cider/Perry: Total Volume 2014-2019
Table 80 Sales of Cider/Perry: Total Value 2014-2019
Table 81 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 82 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 83 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 84 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 85 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 86 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 87 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 88 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 89 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 90 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 91 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 92 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 93 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

New launches to avoid the sugar tax stimulate better growth

Beer, and cider in particular, are competitors for RTDs

Domestic players maintain their lead through marketing and launches

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 94 Sales of RTDs by Category: Total Volume 2014-2019
Table 95 Sales of RTDs by Category: Total Value 2014-2019
Table 96 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 97 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 98 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 99 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 100 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 101 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 102 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 103 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 104 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 105 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 106 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 107 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 108 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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Megatrends

Country Report

Alcoholic Drinks in Thailand

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Spending boosted by stimulus programme and lower prices for imported brands

Players in beer dominate, and cross-category launches boost domestic players

Growth expected to resume, with a strong switch back to on-trade sales

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Thailand

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Spending boosted by stimulus programme and lower prices for imported brands

Players in beer dominate, and cross-category launches boost domestic players

Growth expected to resume, with a strong switch back to on-trade sales

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Beer in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers move towards premium lager

Craft and weissbier perform well, and non-low alcohol beer rises from a low base

Regulation leads two main players to maintain their dominance

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

Sluggish growth in tourism hampers growth

New products and packaging to attract a wide range of consumers

Siam Winery maintains its leading position

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Spirits in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

Government programme supports a return to off-trade growth

The emergence of craft spirits

Consumers continue to prefer local spirits despite falling prices of imported brands

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Cider/Perry in Thailand

HEADLINES

PRE-COVID-19 PERFORMANCE

Cider/perry is sweet and trendy, leading to growth on- and off-trade