Spirits in Thailand

PRE-COVID-19 PERFORMANCE

Government programme supports a return to off-trade growth

Spirits in Thailand experienced a total volume decline in 2018, but returned to growth in 2019, thanks to government support. The government spent over THB300 billion to boost Thai consumption and domestic tourism through the “Chim Shop Chai” (Eat, Shop, Spend) programme, with 10 million Thai citizens entitled to THB1,000 and a 15% rebate at participating restaurants, hotels, travel agencies and retail outlets.

The emergence of craft spirits

Thailand is not only witnessing the rise of craft beer, but also craft spirits, particularly in English gin and white rum, with craft products accounting for the majority of sales in these categories. The craft movement is being supported by various events in bars and nightclubs, organised by distributors such as Bootleggers Trading to highlight new domestically produced small-batch spirits such as Chalong Bay, Three Monkeys, Lamoon Lamai and Issan in rum, and Grandma Jinn’s and Iron Ball in gin.

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

Domestic players are expanding their distribution and innovating, ensuring they maintain dominance of the spirits category in Thailand in volume terms. The category has become increasingly competitive, as new brands have entered the market and new products are constantly being introduced.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of spirits are expected to fall by 31% in 2020 in light of the impact of COVID-19. This compares to an expected negligible rise forecast for 2020 during research conducted in May 2019, before the spread of COVID-19.

Affected products within spirits

The bulk of spirits volume consumption in Thailand is from other spirits, produced locally and consumed mostly by locals, such as sura khao and mixed spirits. Although these are less likely to be negatively impacted by the significant decline in tourist arrivals in 2020, they will be severely negatively impacted by the ban on sales of alcohol, on-trade closures and social distancing measures when outlets reopen.

Recovery and opportunities

Spirits is not expected to return to growth in 2021. In this year, as in other categories, an opposite trend to that seen in 2020 is forecast.

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