COVID-19 had a major impact on sales of alcoholic drinks in Thailand in 2020, with on-trade consumption plummeting as establishments in this channel were closed for extended periods. The closure of borders also hampered the on-trade performance, as this brought an end to tourist arrivals, a consumer group that tends to have high consumption levels in the on-trade channel in Thailand.
Wine was still declining in 2021, due to the closure of bars, pubs and other public places, hitting the packaging unit volumes of bag in box and glass bottles used in this category. As wine is mostly sold in bars and pubs, the closure of these establishments was hampering the on-trade sales of wine in 2021.
One of the global trends in alcoholic drinks that was evident in Thailand over the review period was the preference among younger consumers in particular to drink less per session, focusing on higher-quality drinks in smaller quantities. This was also evident in the shift towards smaller packaging sizes, as more health-conscious drinkers sought greater portion control through smaller bottles and cans.
As the Thai Alcoholic Beverage Control Act threatens major restrictions and fines on the display of alcoholic packaging and brands online, the alcohol culture in Thailand is expected to move towards drinks with a lower alcohol content, a lower sugar content and generally “healthier” options.
Although some consumers shifted away from imported premium spirits to more economy ranges such as sura khao, mixed spirits and Chinese herbal spirits during the pandemic, many are likely to revert with a greater degree of frequency to premium ranges or other alcoholic drinks such as beer when the economy rebounds and there is less economic uncertainty. The strong growth of premium products is also expected to be due to the return of tourists as the country opens up once again.
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Alcoholic Drinks Packaging
This is the aggregation of beer, cider/perry, RTDs/high-strength premixes, spirits and wine.See All of Our Definitions
This report originates from Passport, our Alcoholic Drinks Packaging research and analysis database.
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