Page 59 - FoodFocusThailand No.244 August 2026

THAI ALCOHOLIC BEVERAGES

IN A TRANSITION ERA: INNOVATION

AND GROWTH IN THE GLOBAL MARKET

Thailand’s alcoholic beverage market continues to
serve as a vital industry driving the national economy,
boasting a total market value of THB 320 billion during
2025–2027. This comprises a THB 200 billion beer
market and a THB 120 billion spirits market, alongside
wine and other alcoholic beverage segments such as
Ready-to-Drink (RTD) beverages, pre-mixed cocktails,
and craft beer. These segments are experiencing growth
trends driven by consumer demand for variety and novel
consumption experiences. Despite Thailand having
implemented continuous alcohol control measures
for over two decades, the market remains supported
by the recovery of the tourism sector, the return of
social activities, and evolving consumer behavior that
increasingly prioritizes quality, experience, and brand
image.

Consumption trends among Thai consumers have
undergone continuous shifts. Pure alcohol consumption per
capita among the population aged 15 and above (Alcohol Per
Capita Consumption; APC) declined from over 8 liters per
person per year prior to 2008 to approximately 6–6.5 liters
per person per year between 2023 and 2024, reflecting the
impact of control measures, health campaigns, and changing
drinking habits.
Nevertheless, the number of drinkers remains high. Data aims to enhance operational flexibility for restaurants, hotels,
from 2024 showed that among the Thai population aged 15 entertainment venues, and tourist areas while boosting spending
and above, the prevalence of current drinkers stood at 35.2%, among domestic and international tourists.
or approximately 20 million people. Notably, the proportion Additionally, plans are underway to extend operating
of drinkers in the 20–44 age group increased from 35.5% hours for venues in targeted zones to strengthen the regional
in 2021 to 45.1% in 2024, highlighting the influence of the competitiveness of Thailand’s service sector. However, policy
working-age demographic as a key driver of market growth, relaxation must proceed alongside preventative measures,
particularly through social drinking, business activities, and including youth access controls, drunk driving prevention, online
urban lifestyles. sales channel regulation, and the promotion of responsible
consumption.
Shifts in Government Policy and Market
Openness Under the Tourism Economy Global Market Directions, Product Innovation, and
The Thai alcoholic beverage market operates under state Industry Sustainability
regulation across production, marketing, advertising, and The global alcoholic beverage market reached a valuation of USD
sales hours to mitigate health and social impacts. However, 2,565 billion in 2025 and is projected to rise to USD 4,326 billion
recent government directions seek to balance regulatory by 2034, representing a compound annual growth rate (CAGR)
control with economic support, particularly for tourism, of 6.0%. The Asia-Pacific region dominates the landscape,
hospitality, and the night economy. accounting for 40.9% of the global market share, fueled by rising
A key development involves the revision of sales hour disposable incomes, middle-class expansion, and urbanization.
restrictions. The government has repealed the former sales The global industry is shifting from volume-based competition
ban between 14:00 and 17:00 and extended permitted toward value creation. Manufacturers are developing products
sales hours nationwide to 11:00–24:00. This initiative tailored to niche demands, such as premium spirits, craft

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