Locally produced spirits, especially sura khao and Chinese herbal spirits, have long been perceived as economy spirits and are readily available on retailers’ shelves. During the COVID-19 pandemic, these products remained available at affordable price points and continued to benefit from demand from domestic consumers.
The restrictions imposed on on-trade establishments including nightclubs continued to depress demand for spirits in 2021. Some categories such as vodka, gin, rum, cream-based and other imported spirits are widely used to mix cocktails at bars.
In Thailand, domestic manufacturers dominate the spirits category. Thai Beverage PCL holds the top position in spirits overall thanks to its strong position in the sura khao, mixed spirits and Chinese herbal spirits categories.
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.
Over the forecast period, competition in product areas such as brandy and sura khao, which are dominated by domestic brands, is set to intensify as more companies jump on the bandwagon. For example, Tawandang 1999 Co Ltd entered the sura khao category toward the end of the review period with Tawandang white spirit and Surakhaohom, to follow with Galaxy in brandy.
Soju continues to enjoy growing demand in Thailand, both in the off-trade and the on-trade channel, as more and more brands are present in the country. Soju, as a product area, is dominated by imported brands, with Jinro being one of the first brands to appear in the country, which was then followed by Chamisul.
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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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