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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Thailand

59 pages, Jun 2018

US$2,100

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Slower sales growth due to official mourning, tax changes and slower arrivals growth

Although moderate positive sales growth was again registered in alcoholic drinks in 2017, total volume and value growth rates were slower across the industry during the year, with spirits the only category to register a better performance than in 2016. The main reason for this is that changes to the excise tax regime for alcohol led to price increases for all beer, cider/perry, local spirits and premium wine, while imported spirits and most wines in the mid- and low-price brackets benefited from lower tax burdens and thus lower prices.

Official mourning period following the death of King Rama IX places limits on growth

On the afternoon of 13 October 2016, Thailand’s population received the bad news that the country’s beloved and much respected King Rama IX had passed away at the age of 88. This triggered a protracted period of official national mourning, which lasted until 30 October 2017, and saw all Thais adjust their behaviour out of respect for their departed monarch.

Thai Beverage PCL and Boon Rawd Brewery Co remain the leading names

With beer remaining the dominant alcoholic drinks category, the category’s two leading players Boon Rawd Brewery Co and Thai Beverage PCL were also the leading players at industry level in 2017. In addition to its strong position in beer, Thai Beverage is also the leading name in spirits, a category from which Boon Rawd withdrew in 2016.

Few changes seen in retail distribution

The retail distribution of alcoholic drinks remained split fairly evenly between various grocery retailers channels in 2017 and only very marginal variations were seen in volume shares among the different channels during the year. Hypermarkets and supermarkets remain the most important channels, ahead of convenience stores, drinks specialists and independent small grocers.

Moderate volume and value growth expected to be seen over the forecast period

The forecast period is likely to see a continuation of the moderate performance that was registered in alcoholic drinks over the review period. Total volume and value growth rates are expected to accelerate at constant 2017 prices and this is set to be due to rising inbound tourism flows, increasing affluence among the local middle class and the recovery of demand following almost 13 months of national mourning following the death of King Rama IX in October 2016.

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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

Slower sales growth due to official mourning, tax changes and slower arrivals growth

Official mourning period following the death of King Rama IX places limits on growth

Thai Beverage PCL and Boon Rawd Brewery Co remain the leading names

Few changes seen in retail distribution

Moderate volume and value growth expected to be seen over the forecast period

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 2012-2017

TAXATION AND DUTY LEVIES

Table 2 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel Trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

Summary 1 Key New Product Developments 2017

MARKET INDICATORS

Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 14 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Thailand

HEADLINES

PROSPECTS

Sales growth compromised by sombre mood following death of King Rama IX

Craft beer scene begins to emerge, posing potential competition to leading players

COMPETITIVE LANDSCAPE

Leading player Boon Rawd Brewery Co focuses on premium brand Singha

Second-placed Thai Beverage PCL focuses on packaging to support sales

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2017

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2012-2017
Table 20 Sales of Beer by Category: Total Value 2012-2017
Table 21 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 22 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 27 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 28 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 29 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 30 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 31 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Cider/Perry in Thailand

HEADLINES

PROSPECTS

The entry of new brands supports strong growth in sales of cider/perry

The on-trade continues to dominate sales as demand focuses on younger drinkers

COMPETITIVE LANDSCAPE

Strongbow relaunched as Thai Asia Pacific Brewery seeks to tap into rising demand

The withdrawal of cider-based RTD Syder Bay creates room for cider/perry brands

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2012-2017
Table 35 Sales of Cider/Perry: Total Value 2012-2017
Table 36 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 37 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 45 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 46 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Rtds/High-Strength Premixes in Thailand

HEADLINES

PROSPECTS

Consistently positive growth expected to be seen due to new product launches

The on-trade is set to register higher growth, with the off-trade remaining dominant

COMPETITIVE LANDSCAPE

Spy by Siam Winery Co remains the dominant brand

Bacardi launches Eristoff Fire, while Diageo launches Smirnoff Black Ice

CATEGORY DATA

Table 49 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 50 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 51 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 52 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 53 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 54 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 55 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 56 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 57 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 58 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 59 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 60 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 61 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 62 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 63 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022

Spirits in Thailand

HEADLINES

PROSPECTS

Solid growth lies ahead for spirits

Japanese whisky and shochu/soju to register higher demand amidst rising interest

COMPETITIVE LANDSCAPE

Thai Beverage targets rising demand among increasingly affluent local consumers

International players enter mass price segment to compete with Thai Beverage PCL

CATEGORY BACKGROUND

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

Summary 4 Benchmark Brands 2017

CATEGORY DATA

Table 64 Sales of Spirits by Category: Total Volume 2012-2017
Table 65 Sales of Spirits by Category: Total Value 2012-2017
Table 66 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 67 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 68 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 69 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 70 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 71 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 72 Sales of Dark Rum by Price Platform: % Total Volume 2012-2017
Table 73 Sales of White Rum by Price Platform: % Total Volume 2012-2017
Table 74 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
Table 75 Sales of English Gin by Price Platform: % Total Volume 2012-2017
Table 76 Sales of Vodka by Price Platform: % Total Volume 2012-2017
Table 77 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
Table 78 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 79 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 80 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 81 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 82 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 83 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 84 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022

Wine in Thailand

HEADLINES

PROSPECTS

Strong growth to continue as reduced tax burden brings lower prices, higher demand

Tourist demand and local production set to remain crucial to sales growth in wine

COMPETITIVE LANDSCAPE

Siam Winery Co remains the leading player

Ambrose Wine maintains its position as the second leading name in wine

CATEGORY DATA

Table 85 Sales of Wine by Category: Total Volume 2012-2017
Table 86 Sales of Wine by Category: Total Value 2012-2017
Table 87 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 88 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 89 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 90 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 91 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 92 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 93 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
Table 94 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
Table 95 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
Table 96 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
Table 97 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 98 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 99 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
Table 100 GBO Company Shares of Champagne: % Total Volume 2013-2017
Table 101 NBO Company Shares of Champagne: % Total Volume 2013-2017
Table 102 LBN Brand Shares of Champagne: % Total Volume 2014-2017
Table 103 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 104 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 105 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
Table 106 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 107 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 108 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 109 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

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Megatrends

Country Report

Alcoholic Drinks in Thailand

New Report Guarantee

Executive Summary

New Report Guarantee

Slower sales growth due to official mourning, tax changes and slower arrivals growth

Official mourning period following the death of King Rama IX places limits on growth

Thai Beverage PCL and Boon Rawd Brewery Co remain the leading names

Few changes seen in retail distribution

Moderate volume and value growth expected to be seen over the forecast period

Samples

Overview

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Table of Contents

Alcoholic Drinks in Thailand

EXECUTIVE SUMMARY

Slower sales growth due to official mourning, tax changes and slower arrivals growth

Official mourning period following the death of King Rama IX places limits on growth

Thai Beverage PCL and Boon Rawd Brewery Co remain the leading names

Few changes seen in retail distribution

Moderate volume and value growth expected to be seen over the forecast period

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

DEFINITIONS

SOURCES

Beer in Thailand

HEADLINES

PROSPECTS

Sales growth compromised by sombre mood following death of King Rama IX

Craft beer scene begins to emerge, posing potential competition to leading players

COMPETITIVE LANDSCAPE

Leading player Boon Rawd Brewery Co focuses on premium brand Singha

Second-placed Thai Beverage PCL focuses on packaging to support sales

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Cider/Perry in Thailand

HEADLINES

PROSPECTS

The entry of new brands supports strong growth in sales of cider/perry

The on-trade continues to dominate sales as demand focuses on younger drinkers

COMPETITIVE LANDSCAPE

Strongbow relaunched as Thai Asia Pacific Brewery seeks to tap into rising demand

The withdrawal of cider-based RTD Syder Bay creates room for cider/perry brands

CATEGORY DATA

Rtds/High-Strength Premixes in Thailand

HEADLINES

PROSPECTS

Consistently positive growth expected to be seen due to new product launches

The on-trade is set to register higher growth, with the off-trade remaining dominant

COMPETITIVE LANDSCAPE

Spy by Siam Winery Co remains the dominant brand

Bacardi launches Eristoff Fire, while Diageo launches Smirnoff Black Ice

CATEGORY DATA

Spirits in Thailand

HEADLINES

PROSPECTS

Solid growth lies ahead for spirits

Japanese whisky and shochu/soju to register higher demand amidst rising interest

COMPETITIVE LANDSCAPE

Thai Beverage targets rising demand among increasingly affluent local consumers

International players enter mass price segment to compete with Thai Beverage PCL

CATEGORY BACKGROUND

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

CATEGORY DATA

Wine in Thailand

HEADLINES

PROSPECTS