Market Overview

The Thailand alcoholic drinks market is expected to experience continued and robust growth from 2025 to 2033, driven by several key factors, including Thailand’s strong economic expansion, rising disposable incomes, evolving consumer preferences, and an ever-expanding tourism industry. Valued at approximately USD 4.5 billion in 2024, the market is projected to grow at a CAGR of 7.2%, reaching USD 8.1 billion by 2033. Thailand, as one of the largest economies in Southeast Asia, offers a diverse market with varying consumption patterns influenced by cultural, regional, and economic factors. While beer continues to dominate the market, there is growing demand for premium spirits, craft beers, and non-alcoholic options as consumers' tastes evolve.

As Thailand continues to urbanize, with an increasing middle class and expanding consumer base, demand for alcoholic beverages is expected to rise significantly, particularly in urban hubs like Bangkok, Phuket, and Chiang Mai, which are key areas of focus for alcohol manufacturers. The growing inclination toward premium, craft, and health-conscious alcoholic beverages, particularly among younger, urban, and more affluent consumers, will further contribute to the market’s growth.

Key Market Drivers

Economic Growth and Rising Disposable Incomes

Thailand's economy has been on an upward trajectory, experiencing consistent growth in GDP, and is projected to continue expanding throughout the forecast period. As the country’s economic development continues, rising disposable incomes, particularly in the urban areas, are expected to fuel the demand for a wider variety of alcoholic beverages, including premium spirits, imported wines, and craft beers. With an expanding middle class, the consumption of alcoholic beverages is shifting toward premium and high-quality products. This trend is particularly prominent in cities like Bangkok, where there is a growing appetite for fine wines, exclusive cocktails, and premium whiskeys, vodkas, and gins.

As disposable income increases, consumers are not only willing to pay more for premium products but are also increasingly looking for more diverse and sophisticated drinking experiences. In 2025, it is projected that the alcohol market will see a significant increase in premium product consumption, particularly spirits and imported beers, with urban consumers driving much of this growth.

Thriving Tourism Sector

Tourism plays an essential role in the Thai alcoholic drinks market. With millions of tourists visiting Thailand annually, particularly from countries like China, Australia, and Europe, there is significant demand for alcoholic beverages, especially in on-trade consumption (alcohol consumed in bars, restaurants, and hotels). Tourist hubs like Bangkok, Phuket, and Chiang Mai are key contributors to alcohol sales, with international visitors fueling demand for both local and imported alcoholic drinks.

In 2023, the country welcomed more than 38 million international tourists, contributing to the growing demand for alcoholic beverages, especially in hospitality-driven regions. The recovery of global tourism post-pandemic is expected to lead to a surge in demand for alcoholic drinks in the on-trade sector, with bars, nightclubs, hotels, and other leisure-focused venues continuing to be major alcohol consumption areas. By 2025, Thailand is projected to maintain its position as a leading tourist destination in Southeast Asia, further driving alcohol sales in hospitality establishments.

Changing Consumer Preferences: Premiumization and Craft Beverages

One of the most notable trends driving the alcoholic drinks market in Thailand is the increasing preference for premium products. As the country’s consumer base becomes more sophisticated, there is a growing shift from mass-market brands to more premium and high-end offerings. The rising middle class and increasing exposure to global drinking trends are contributing to this premiumization trend. Premium whiskeys, vodkas, craft beers, and boutique wines are seeing rising demand, particularly among affluent, younger, and urban consumers.

The craft beer segment, in particular, has been gaining traction in Thailand. There is a growing demand for unique and locally brewed beers that cater to consumers’ desires for originality and flavor. Urban areas like Bangkok and Phuket, which are home to a large expatriate community and a young, trendy population, have seen a proliferation of craft beer bars and microbreweries. This segment, though still relatively small, is projected to grow rapidly in the coming years as consumers increasingly seek new and diverse alcoholic experiences.

Health-Conscious Drinking Trends

As global trends toward healthier lifestyles take hold, Thailand is seeing a shift in alcohol consumption patterns. More consumers are becoming health-conscious and are increasingly seeking low-alcohol and non-alcoholic alternatives. This trend is particularly noticeable among younger consumers and health-conscious professionals in urban areas. Many consumers are opting for low-calorie drinks, alcohol-free beer, and functional beverages that offer added health benefits, such as vitamins and antioxidants, without compromising the social aspects of drinking.

Thailand is also seeing the introduction of alcoholic drinks with health benefits, such as low-calorie beers and organic wines. These products cater to the growing demand for drinks that align with wellness-focused values. Additionally, the increasing awareness of the negative effects of excessive alcohol consumption is influencing many Thai consumers to moderate their alcohol intake, favoring lighter and more health-conscious options.

The non-alcoholic segment is expected to grow significantly by 2033, with more consumers turning to non-alcoholic beers, low-alcohol cocktails, and functional spirits that offer a healthier alternative to traditional alcoholic drinks.

Retail and E-Commerce Expansion

The retail landscape in Thailand has evolved significantly in recent years, with a marked shift towards modern trade outlets like supermarkets, hypermarkets, and specialized liquor stores. At the same time, the rise of e-commerce platforms such as Lazada, Shopee, and RedMart is transforming how alcoholic beverages are purchased. The convenience of shopping online, coupled with the ability to compare prices, read product reviews, and access a wider variety of alcoholic beverages, is attracting more consumers to digital platforms.

By 2025, e-commerce is projected to account for 15-18% of total alcohol sales, particularly for premium and craft products that may not be readily available in physical stores. Online alcohol sales are expected to continue growing, especially as home delivery services become more popular and convenient for consumers. The expanding e-commerce market will make alcohol more accessible to a broader consumer base, enhancing the growth of the alcoholic drinks market.

Market Segmentation

By Product Type:

• Beer: The dominant segment in the Thai alcoholic drinks market, with both local brands like Singha and Chang and international brands such as Heineken and Budweiser leading the market. The craft beer segment, while still emerging, is expected to see rapid growth as demand for artisanal and locally brewed beers increases.
• Spirits: Including products like whiskey, vodka, gin, and rum. Premium spirits are growing in popularity, particularly whiskey and gin, with younger consumers driving this demand.
• Wine: Although wine consumption is still relatively low compared to beer and spirits, there is a growing interest in both red and white wines. Sparkling wines like Prosecco and Champagne are becoming more popular, especially during celebrations and special occasions.
• Ready-to-Drink (RTD) Beverages: The RTD segment is gaining traction, particularly among younger and convenience-seeking consumers. Pre-mixed cocktails and other portable, easy-to-consume alcoholic drinks are becoming popular in Thailand’s urban markets.

By Distribution Channel:

• On-Trade (Bars, Restaurants, Hotels): The on-trade sector remains crucial, driven by Thailand’s bustling hospitality industry. Major cities and tourist destinations like Bangkok and Phuket are key locations where alcohol is consumed in large volumes in restaurants, bars, and hotels.
• Off-Trade (Retail and E-Commerce): The off-trade sector is growing rapidly, particularly through modern retail outlets like supermarkets, liquor stores, and online platforms. The expansion of e-commerce will continue to play an increasingly important role in alcohol sales, providing convenience and broader access to a wider variety of products.

By Consumer Demographics:

• Tourists: International visitors contribute significantly to alcohol consumption, particularly in tourist hotspots like Bangkok, Phuket, and Chiang Mai. Duty-free sales in airports also play a significant role in the alcohol market.
• Expatriates: The expatriate population in Thailand is a key demographic, particularly in urban areas and international tourist destinations, influencing the consumption of both local and international alcoholic products.
• Local Consumers: Local Thai consumers, especially in urban areas, are increasingly shifting towards premium spirits, craft beers, and international wines. This trend is indicative of a more sophisticated drinking culture in Thailand.

Competitive Landscape

The Thailand alcoholic drinks market is competitive, with a mix of local and international players:

• Thai Beverage Public Co., Ltd. 
• Heineken N.V. 
• Carlsberg Group 
• Diageo 
• Pernod Ricard 

Future Outlook

The Thailand alcoholic drinks market is set to continue its growth from 2025 to 2033, driven by factors such as:

• Economic development and rising disposable incomes, which will lead to greater demand for premium and diverse alcoholic products.
• Tourism growth and the continued expansion of the hospitality sector, which will drive on-trade consumption.
• Health-conscious trends and the growing demand for low-alcohol and non-alcoholic options.
• The premiumization of the alcohol market, with increasing demand for premium spirits, craft beers, and international wines.
• The continued expansion of e-commerce, making alcoholic beverages more accessible to a broader range of consumers.

By 2033, the market is projected to reach USD 8.1 billion, with a CAGR of 7.2% during the forecast period.

Conclusion

The Thailand alcoholic drinks market is well-positioned for continued growth, driven by economic factors, changing consumer preferences, and a growing tourism industry. As Thailand’s consumers increasingly seek premium, craft, and health-conscious alcohol options, the market will evolve to meet these demands. Brands that focus on innovation, premium offerings, and digital engagement will be well-placed to thrive in this expanding market.