Spirits in Thailand

July 2022
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Overview:

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.

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.

If you're in the Spirits 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 Spirits 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 Spirits in Thailand?
  • Where is consumer demand for Spirits 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?

Spirits in Thailand - Category analysis

KEY DATA FINDINGS

2021 DEVELOPMENTS

Local consumers sustain demand for domestically produced spirits via the off-trade
The closure of bars and clubs dampens demand for spirits, especially vodka, gin and rum
Domestic manufacturers dominate spirits

PROSPECTS AND OPPORTUNITIES

Recovery of premium options likely once the economy rebounds
Competition set to intensify as new players enter
Soju continues to gain in popularity, in line with the craze for all things Korean

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2021

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2016-2021 Table 2 Sales of Spirits by Category: Total Value 2016-2021 Table 3 Sales of Spirits by Category: % Total Volume Growth 2016-2021 Table 4 Sales of Spirits by Category: % Total Value Growth 2016-2021 Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021 Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021 Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021 Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2016-2021 Table 10 Sales of White Rum by Price Platform: % Total Volume 2016-2021 Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2016-2021 Table 12 Sales of English Gin by Price Platform: % Total Volume 2016-2021 Table 13 Sales of Vodka by Price Platform: % Total Volume 2016-2021 Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2016-2021 Table 15 GBO Company Shares of Spirits: % Total Volume 2017-2021 Table 16 NBO Company Shares of Spirits: % Total Volume 2017-2021 Table 17 LBN Brand Shares of Spirits: % Total Volume 2018-2021 Table 18 Forecast Sales of Spirits by Category: Total Volume 2021-2026 Table 19 Forecast Sales of Spirits by Category: Total Value 2021-2026 Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026 Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026

Alcoholic Drinks in Thailand - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments Table 22 Number of On-trade Establishments by Type 2016-2021

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021 Table 25 Sales of Alcoholic Drinks by Category: Total Value 2016-2021 Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021 Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021 Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021 Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021 Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021 Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021 Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021 Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021 Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021 Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026 Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026 Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026 Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 3 Research Sources
The following categories and subcategories are included:

Spirits

    • Brandy
    • Cognac
    • Bitters
    • Cream-based Liqueurs
    • Other Liqueurs
  • Non Alcoholic Spirits
      • Prestige Dark Rum
      • Ultra Premium Dark Rum
      • Super Premium Dark Rum
      • Premium Dark Rum
      • Standard Dark Rum
      • Economy Dark Rum
      • Prestige White Rum
      • Ultra Premium White Rum
      • Super Premium White Rum
      • Premium White Rum
      • Standard White Rum
      • Economy White Rum
  • Tequila (and Mezcal)
    • Bourbon/Other US Whiskey
    • Canadian Whisky
    • Irish Whiskey
    • Japanese Whisky
      • Blended Malt Scotch Whisky
        • Prestige Other Blended Scotch Whisky
        • Ultra Premium Other Blended Scotch Whisky
        • Super Premium Other Blended Scotch Whisky
        • Premium Other Blended Scotch Whisky
        • Standard Other Blended Scotch Whisky
        • Economy Other Blended Scotch Whisky
    • Single Grain Scotch Whisky
    • Single Malt Scotch Whisky
    • Other Whiskies
        • Prestige English Gin
        • Ultra Premium English Gin
        • Super Premium English Gin
        • Premium English Gin
        • Standard English Gin
        • Economy English Gin
      • Dutch Gin
      • Prestige Vodka
      • Ultra Premium Vodka
      • Super Premium Vodka
      • Premium Vodka
      • Standard Vodka
      • Economy Vodka
    • Absinthe
    • Ad-Mix Brandy
    • Ad-Mix Gin
    • Ad-Mix Rum
    • Ad-Mix Vodka
    • Ad-Mix Whisky
    • Aguardente/Aguardiente
    • Akvavit/Aquavit
    • Aniseed-Flavoured Spirits
    • Borovicka
    • Boukha
    • Brandy Type Distilled Spirits
    • Cachaça
    • Calvados
    • Cane
    • Chacha
    • Charanda
    • Chinese Herbal Spirits
    • Chinese Spirits
    • Cut Brandy
    • Distilled Fruit Spirits
    • Domestic Brandy
    • Domestic Rum
    • Doppelkorn
    • Economy Chinese Spirits
    • Flavoured Spirits
    • Flavoured Vodka-based Drinks
    • Fynbos gin/Local Gin
    • Gin-flavoured spirits
    • Goldbrand/Goldkrone
    • Grappa
    • Grappamiel
    • Guaro
    • Kirsch
    • Komovica
    • Korn
    • Lambanog
    • Limoncello
    • Local White Spirits
    • Lower Mid-Range Chinese Spirits
    • Lozovaca
    • Maesilju
    • Mahia Rabi Amrane
    • Mead
    • Mixed Spirits
    • Nalivka/Nalewka
    • Nastoyka
    • Nastoyka Gorkaya
    • National Specialities
    • Obstbrände
    • Ouzo
    • Pacharán
    • Palinca/Pálinka
    • Pear and Apple Distillates
    • Pisco
    • Premium Chinese Spirits
    • Prune
    • Punsch
    • Rachiu/Rakija
    • Rum-Flavoured Spirits
    • Samane
    • Sambuca
    • Samsu
    • Schnapps
    • Shochu/Soju
    • Singani
    • Sljivovica/Slivovice
    • Steinhäeger
    • Strong African Spirits
    • Super Premium Chinese Spirits
    • Sura Khao
    • Tequila Flavoured Spirits
    • Travarica
    • Tsipouro
    • Upper Mid-Range Chinese Spirits
    • Vieux
    • Viina
    • Vodka Type Distilled Spirits
    • Other Distilled Beverages

Spirits

This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.

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This report originates from Passport, our Spirits research and analysis database.

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