No products
More info
COVID-19 had a significant negative impact on sales of alcoholic drinks in Thailand in 2020, particularly in the first half of the year. Sales in the on-trade channel plummeted as all non-essential outlets were closed from 21 March, leading to the closure of venues such as restaurants, bars and nightclubs. Although restaurants were allowed to reopen from 3 May, bars and nightclubs had to wait until 1 July. However, some outlets remained closed, as they were unable to make enough profits to survi...
Euromonitor International's Alcoholic Drinks in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2016-2020), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Alcoholic Drinks market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2020TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025DISCLAIMER
SOURCES
Summary 2 Research SourcesBEER IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Significant decline in volume sales in the on-trade while the off-trade also contracts as businesses close, consumers are in lockdown and tourism is decimated
The closure of the on-trade leads to a switch out of the category, often to other spirits
Alcohol ban and other restrictions provide strong boost for non/low alcohol beer
RECOVERY AND OPPORTUNITIES
Boost for local players and their lower prices due pandemic-induced financial constraints
On-trade brands and beer categories take longer to recover than their off-trade counterparts
Sales fade for low/non-alcohol beer while on-trade sales of wheat beer, stout and premium imported beer hindered by ongoing drop in tourism
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2020CATEGORY DATA
Table 18 Sales of Beer by Category: Total Volume 2015-2020 Table 19 Sales of Beer by Category: Total Value 2015-2020 Table 20 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 21 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 26 Sales of Beer by Craft vs Standard 2015-2020 Table 27 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 28 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 30 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 31 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025WINE IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Steep declines for all wine categories in both the off- and on-trade as government measures to halt the spread of the virus dampen sales
Rising popularity of economy products as consumers seek to make cost savings
Siam Winery maintains its leading position with Mont Clair regaining lost ground
RECOVERY AND OPPORTUNITIES
Rapid bounce back for wine in 2021 providing the crisis abates and borders reopen
Industry players respond to changes in consumer group by developing new products and new packages
Modern grocery retailers remains the largest channel thanks to its convenience, and price promotions
CATEGORY DATA
Table 34 Sales of Wine by Category: Total Volume 2015-2020 Table 35 Sales of Wine by Category: Total Value 2015-2020 Table 36 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 37 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 43 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 49 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 50 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020 Table 58 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 59 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 60 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 61 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025SPIRITS IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Local consumers sustain demand for domestically produced spirits via the off-trade, while demand continues to fall for blended Scotch whisky in favour of Japanese whisky
The closure of bars and clubs dampens demand for spirits, especially vodka, gin and rum
The shutdown of the on-trade leads to only minor gains for the off-trade due to the decimation in consumption occasions and socialising opportunities
RECOVERY AND OPPORTUNITIES
Recovery of premium options likely once the economy rebounds
Return of tourism boosts sales of spirits over the forecast period while industry players resume pre-pandemic marketing strategies
Resumption of pre-pandemic trends once restrictions are lifted and consumer confidence returns though some people may revise their way of life
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2020CATEGORY DATA
Table 62 Sales of Spirits by Category: Total Volume 2015-2020 Table 63 Sales of Spirits by Category: Total Value 2015-2020 Table 64 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 65 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 66 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 67 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 68 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 69 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 70 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020 Table 71 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 72 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 73 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 74 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 75 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 76 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 77 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 78 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 79 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 80 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 81 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 82 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025CIDER/PERRY IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Government measures to halt the spread of the virus dramatically impact sales of cider/perry
The decimation of tourism and cancellation of gatherings such as the Songkran festival significantly dampen sales of cider/perry
International brands maintain their lead while domestic brands are also gaining popularity with all companies focusing more on the off-trade during the health crisis
RECOVERY AND OPPORTUNITIES
Return to double-digit growth for cider/perry despite slow economic recovery in the aftermath of the pandemic
Rebound for the on-trade as consumers revert to type once restrictions are lifted
Freshness, trendy new drinks and the health trend boost demand for cider/perry over the forecast period
CATEGORY DATA
Table 83 Sales of Cider/Perry: Total Volume 2015-2020 Table 84 Sales of Cider/Perry: Total Value 2015-2020 Table 85 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 86 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 87 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 89 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 91 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 92 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 93 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 94 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 95 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 96 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 97 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025RTDS IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
COVID-19 and government measures to contain its spread decimate sales of RTDs in 2020
Decimation of tourism significantly dampens demand for RTDs
Siam Winery and its Spy brand maintains outright lead in 2020
RECOVERY AND OPPORTUNITIES
Return to positive growth for RTDs as the pandemic recedes, foodservice reopens and tourists return to the country
Government initiatives to stimulate national tourism help boost sales of RTDs via the on-trade
Consumers revert to pre-pandemic drinking patterns and thereby boost the on-trade
CATEGORY DATA
Table 98 Sales of RTDs by Category: Total Volume 2015-2020 Table 99 Sales of RTDs by Category: Total Value 2015-2020 Table 100 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 101 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 102 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 103 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 104 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 105 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 106 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 107 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 108 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 109 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 110 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 111 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 112 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025