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MARKET OUTLOOK

Based on Triton Market Research’s estimation, the market for alcoholic ready-to-drinks (RTDs) in Thailand will witness robust growth at a CAGR of 4.75% in revenue and 1.53% in volume during the years of 2021-2026.

Based on estimates, given the decline in volume sales, the players are expected to focus primarily on product innovation over the forecast period. The gradual growth of music festivals and other events are anticipated to attract youngsters’ focus towards alcoholic ready-to-drink beverages. Additionally, product innovation in terms of packaging and flavors is expected to gain momentum among these young consumers. Mindful drinking and healthy living trends have amplified the demand for low-alcohol content beverages among consumers. Hence, all these factors are expected to create affluent opportunities for the alcoholic ready-to-drinks market within Thailand. 

Although several consumers turned to cost-effective brands due to financial concerns in 2020, the demand for premium brands is likely to gain momentum as restrictions ease down in the country. As per estimates, premium lager is anticipated to witness the best performance within the standard lager category. Wheat beer, for instance, is likely to observe a robust growth rate due to premiumization. With rising premiumization, several players are expected to advance their product portfolio, driving the alcoholic RTDs market on a growth path. 

COMPETITIVE OUTLOOK

The Thailand alcoholic RTDs market’s dominating players are Bacardi and Co Ltd, Thai Spirit Industry Co Ltd, Diageo Plc, and Sam Winery Co Ltd.