Alcoholic Drinks in Thailand

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks 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 Alcoholic Drinks 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 Alcoholic Drinks in Thailand?
  • Where is consumer demand for Alcoholic Drinks 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?

Alcoholic Drinks in Thailand

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

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 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

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 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Thailand

KEY DATA FINDINGS

2020 IMPACT

Significant decline in volume sales in the on-trade while the off-trade also contracts as businesses close, consumers are in lockdown and tourism is decimated
The closure of the on-trade leads to a switch out of the category, often to other spirits
Alcohol ban and other restrictions provide strong boost for non/low alcohol beer

RECOVERY AND OPPORTUNITIES

Boost for local players and their lower prices due pandemic-induced financial constraints
On-trade brands and beer categories take longer to recover than their off-trade counterparts
Sales fade for low/non-alcohol beer while on-trade sales of wheat beer, stout and premium imported beer hindered by ongoing drop in tourism

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2020

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2015-2020 Table 19 Sales of Beer by Category: Total Value 2015-2020 Table 20 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 21 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 26 Sales of Beer by Craft vs Standard 2015-2020 Table 27 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 28 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 30 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 31 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Thailand

KEY DATA FINDINGS

2020 IMPACT

Steep declines for all wine categories in both the off- and on-trade as government measures to halt the spread of the virus dampen sales
Rising popularity of economy products as consumers seek to make cost savings
Siam Winery maintains its leading position with Mont Clair regaining lost ground

RECOVERY AND OPPORTUNITIES

Rapid bounce back for wine in 2021 providing the crisis abates and borders reopen
Industry players respond to changes in consumer group by developing new products and new packages
Modern grocery retailers remains the largest channel thanks to its convenience, and price promotions

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2015-2020 Table 35 Sales of Wine by Category: Total Value 2015-2020 Table 36 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 37 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 49 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 50 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020 Table 58 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 59 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 60 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 61 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Thailand

KEY DATA FINDINGS

2020 IMPACT

Local consumers sustain demand for domestically produced spirits via the off-trade, while demand continues to fall for blended Scotch whisky in favour of Japanese whisky
The closure of bars and clubs dampens demand for spirits, especially vodka, gin and rum
The shutdown of the on-trade leads to only minor gains for the off-trade due to the decimation in consumption occasions and socialising opportunities

RECOVERY AND OPPORTUNITIES

Recovery of premium options likely once the economy rebounds
Return of tourism boosts sales of spirits over the forecast period while industry players resume pre-pandemic marketing strategies
Resumption of pre-pandemic trends once restrictions are lifted and consumer confidence returns though some people may revise their way of life

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 62 Sales of Spirits by Category: Total Volume 2015-2020 Table 63 Sales of Spirits by Category: Total Value 2015-2020 Table 64 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 65 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 66 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 67 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 68 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 69 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 70 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020 Table 71 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 72 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 73 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 74 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 75 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 76 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 77 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 78 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 79 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 80 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 81 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 82 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Thailand

KEY DATA FINDINGS

2020 IMPACT

Government measures to halt the spread of the virus dramatically impact sales of cider/perry
The decimation of tourism and cancellation of gatherings such as the Songkran festival significantly dampen sales of cider/perry
International brands maintain their lead while domestic brands are also gaining popularity with all companies focusing more on the off-trade during the health crisis

RECOVERY AND OPPORTUNITIES

Return to double-digit growth for cider/perry despite slow economic recovery in the aftermath of the pandemic
Rebound for the on-trade as consumers revert to type once restrictions are lifted
Freshness, trendy new drinks and the health trend boost demand for cider/perry over the forecast period

CATEGORY DATA

Table 83 Sales of Cider/Perry: Total Volume 2015-2020 Table 84 Sales of Cider/Perry: Total Value 2015-2020 Table 85 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 86 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 87 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 89 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 91 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 92 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 93 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 94 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 95 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 96 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 97 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Thailand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 and government measures to contain its spread decimate sales of RTDs in 2020
Decimation of tourism significantly dampens demand for RTDs
Siam Winery and its Spy brand maintains outright lead in 2020

RECOVERY AND OPPORTUNITIES

Return to positive growth for RTDs as the pandemic recedes, foodservice reopens and tourists return to the country
Government initiatives to stimulate national tourism help boost sales of RTDs via the on-trade
Consumers revert to pre-pandemic drinking patterns and thereby boost the on-trade

CATEGORY DATA

Table 98 Sales of RTDs by Category: Total Volume 2015-2020 Table 99 Sales of RTDs by Category: Total Value 2015-2020 Table 100 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 101 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 102 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 103 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 104 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 105 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 106 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 107 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 108 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 109 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 110 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 111 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 112 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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