December 1, 2025 – Alcoholic and non-alcoholic beverage types are of significance in the country of Thailand. From spirits to beers, social occasions to event tie-ins, the proliferation of products in both subcategories is evident. To understand how the market functions in Thailand for alcoholic and non-alcoholic beverages, Innova Market Insights reports on the macroeconomic factors, lifestyle habits, and future trends of the category.
What Does the Alcoholic and Non-Alcoholic Beverages Market Look Like in Thailand?
Alcoholic drinks in Thailand have an allure that is driven by quality, where premium products are key and the demand for indulgent tastes are growing. Beverages in this subcategory are also considered experimental, with renewed claims portraying products as relaxing and enjoyable. Although there are strict laws around alcohol consumption and beverages in the country, there are significant opportunities for growth in relation to the sober-curious. Events tie-ins and collaborations with the music scene have been popular to circumvent this and reach new audiences. Development around new products in recent years has been firmly focused on flavored drinks, including flavored soju, wine coolers, and other alcoholic beverages.
In 2024, beer represented 48% of the Thai alcoholic beverages market, while spirits accounted for 42%. Wines made up 8%, which was much lower than the global average of 23%, while flavored alcoholic beverages (FABs) only reached 1%. Spirits represent a relatively mature market, with better growth coming from wine and flavored alcoholic beverages as consumers seek greater variety in their drinking experiences. As for the non-alcoholic contingent of drinks, a niche exists despite a relatively low prevalence of non-alcoholic wines and spirits compared to beers. Whiskey was the top choice in the country, just as it is globally, but brandy is almost as influential, with penetration nearly three times higher than the global figure. Social drinking is substantial in Thailand, with the most favored drinking occasions including parties, time with friends and family, on holiday, and when going out.
Are There Macroeconomic Factors Affecting the Category in Thailand?
Inflation has affected many countries, and Thailand is no exception. Rising fuel and food prices have squeezed the pockets of consumers and companies alike, and as a consequence, cost has become a key issue of differentiation. Even though things have levelled off a little since late 2024, cost still remains a factor even in this category. Spirits and wines have become high-value items where price is a significant consideration for customers. Those facing pressure on finances often opt for cheaper versions and choose take-home products over drinking outside the home. At the same time, though, premium drinks can benefit as they are an affordable form for many to treat themselves.
Much of the Thai population shares the concern of global consumers about their personal health and that of the planet. Both of which continue to be consistent drivers of purchasing decisions. With life expectancy dipping slightly since 2020, health issues like a stroke or heart disease are more common and often linked to abuse of alcohol consumption. Some consumers are consciously moderating their intake or cutting it out altogether in this case. As for the health of the planet, which is the number one issue that is top of mind for Thai consumers, this is not yet strongly linked to a particular consumption pattern. Yet it is likely to develop in areas around ingredients and packaging in the near future.
What Lifestyle Factors Are Shaping the Future of Alcoholic and Non-Alcoholic Drinks in Thailand?
Thai consumers are seeking authenticity, quality, and transparency from companies and brands in the alcoholic beverages market. Following years of high inflation and increases in the cost of living, the mindset of many Thai consumers has refocused on value for money. Products must have added value to justify the spend. There has been a recent resurgence in cultural pride in Thailand and support for local products and traditions. Premium, imported products have been a fast-growing part of the alcoholic beverages market. While traditional Thai spirits could yield more interest along with further investment in the local wine industry.
Non alcoholic beverages trends indicate that awareness of personal health has never been higher in Thailand, which was in part intensified by the pandemic. More and more consumers are prioritizing preventive care, and with this comes the rise of the non-alcoholic beverages market and functional beverages in the category. This is apparent in the findings of this report, as more than half of all non-alcoholic drinkers consume such beverages more than once a week. Interestingly, most non-alcoholic drinkers are likely to consider these alternatives as everyday beverages. Given that these drinks are versatile compared to traditional alcoholic drinks, Innova Market Insights found that more than a quarter consider these drinks as mid-afternoon snacks, while around one in seven consume them with breakfast.
Are Experiential and Emotive Factors Influencing the Category?
One thing that makes products more enticing despite the tightening of budgets is the premium appeal of food and beverages. In fact, it has become the second most important factor in purchasing decisions of alcoholic beverages in Thailand, just behind product safety. Brands have started to tap into this trend, with ThaiBev recently launching the country’s first local premium single malt whisky. Many consumers named emotional factors as a reason for their purchase of alcoholic beverages. While findings from this report by Innova Market Insights found that two in five Thai consumers drink alcoholic beverages to relax and wind down. Additionally, more than a third drink to indulge or reward themselves, to be sociable, or when they want a boost from something special or luxury.
There is a growing trend across categories, and for alcoholic beverages in Thailand, a similar development is taking hold. Drinks with added flavors represented 88% of all launches in 2024-2025, representing a rise of 31% from the previous period between 2020-2021.
Single serve flavored drinks deliver significant youth appeal, while new product developments have been observed to meet experimental demand and offer novel drinking experiences. International spirits are well-established in Thailand, and many local spirits and wines have been inspired by these. Global brands have a strong presence, but should be looking to deliver choice by developing more local products to compete.
What’s Next in Alcoholic and Non-Alcoholic Beverages in Thailand?
The category should transition towards a number of areas in the near future. Health concerns are prominent and meeting consumer demands around this will be vital, as drinking heavily remains a problem area. Flavored drinks can appeal to those seeking novelty and who are on a health kick. While alcohol-free drinks are even more appealing for this section of drinkers reflecting current non alcoholic beverages trends.
Pride and culture are immensely influential to Thai people and if that can be incorporated into alcoholic and non-alcoholic drinks then it will offer a cultural connection.
As mentioned, targeting event collaboration has already proven popular and expansion of this strategy should yield good results. Product safety and premium products have been successful attributes, therefore the emphasis on quality and not the quantity of products is key for beverage producers to note. The digital world also offers opportunities for suppliers to better connect with drinkers, who are keen to interact via their devices and accounts with the favored brands. This should not be overlooked and possibly included in strategies around events for future promotion.
This article is based on Innova’s Alcoholic & Non-Alcoholic Beverages in Thailand report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.