Domestic brands such as Hong Thong, Blend 285, Maekhong, and Sangsom from Thai Beverage PCL have dominated mixed spirits for several decades. This can be attributed to their strong knowledge of local consumers, which has allowed them to tailor new product launches to local tastes and to rely on established consumer trust and loyalty when looking for an audience for new products.
Due to the global COVID-19 crisis, alcoholic drinks, which are primarily perceived as a drink for entertaining and enjoying life with other people, have been consumed less through both on-trade and off-trade channels. Moreover, they are also increasingly perceived to be harmful to health in the context of an increasingly deeply entrenched trend towards health and wellness.
Despite the severe impact of the COVID-19 crisis on the entire spirits industry, shochu/soju has managed to sustain demand. Imported brands lead the market, with Chamisul and Choumchorum taking up the top two positions in 2022.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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