The majority of wine sales take place in Western and high-end restaurants in Thailand which were first mandated to close, then had to abide by capacity restrictions on indoor dining. Therefore, sales of wine continued to decline in 2021.
Prior to the pandemic, while economy products were also being introduced, making wine accessible to a wider demographic, most wine drinkers were paying more attention to the quality than the quantity. Awareness of quality ingredients was also growing amongst wine drinkers in both the on-trade and off-trade channels.
Siam Winery remained the clear leader in wine in total volume terms in 2021, primarily thanks to its Mont Clair brand. This brand benefited from affordability and widespread distribution.
From 2022 consumption of wine is expected to bounce back in both the on- and off-trade, as the pandemic gradually recedes and life resumes a greater degree of normality. Much will also depend on government measures concerning the lifting of travel restrictions.
The third wave of COVID-19 was the most severe that Thailand faced, with tens of thousands of new COVID-19 cases every day. During this period, companies focused more on sales through the off-trade, adapting their marketing strategy to boost sales through the retail channel.
Supermarkets and hypermarkets are expected to remain the leading retail distribution channels for wine over the forecast period due to the rapid expansion of retail brands such as Big C and Tesco Lotus in both urban and rural areas. Convenience, wide product offerings, promotions and informative staff will be key factors in attracting consumers to such modern grocery retailers and away from independent stores.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Wine 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 Wine 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
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!