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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