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Whiskey is losing ground: tequila and wine are conquering Thailand's drink scene!
Thailand is experiencing a shift in the alcohol market: popularity of tequila and wine is increasing while whiskey and beer are declining.
Whiskey is losing ground: tequila and wine are conquering Thailand's drink scene!
The world of alcoholic beverages in Thailand is changing. While blended whiskey is clearly in decline, tequila and rum are enjoying a steady rise. The Spirits Business reports that imported whiskey volumes fell by 10% in 2024 and there is no end to the trend in sight. In turn, local drinks and cocktails have experienced strong growth, led by the rising popularity of tequila.
A clear trend has emerged when it comes to spirits on the Thai market: While blended whiskey is perceived as outdated, single malts and agave spirits are on the rise. Tequila, in particular, is enjoying a notable increase of 57% in 2025 and is forecast to grow at an annual rate of 18% in the coming years. This isn't just a passing hype, but shows a deeper change in Thai people's drinking habits.
Change in the beverage market
The overall alcoholic beverage market increased by 2% in 2025 but remained relatively stable from 2019 to 2024. Although beer and whiskey still dominate, wine and cocktails are increasingly growing. IWSR indicates a profound change that is influenced not only by consumer habits but also by economic uncertainties and political instability. But despite these challenges, the boom in the tourism sector is providing new perspectives and opportunities.
The predominant local brands such as Chang and Singha have a significant share of the beer market, which accounted for over 70% of the total volumes in 2024. Still, imported brands are struggling to keep up. These trends are also clearly evident in spirits - while consumption of whiskey is falling, wine and white spirits are emerging as the new favorites of consumers. Wine enjoys particular advantages through tax breaks, which have fueled consumption in recent years.
The future of beverage culture
The future looks promising: the market share of still wines increased by 3% in 2024 and is expected to continue to grow until 2029. In particular, the preference for healthier alternatives and the perception of wine as “anti-aging” are shifting demand towards this category. Wine bars, wine festivals and bottle shops in large cities are increasingly in demand and are further promoting the trend. The Drinks Business highlights that Italian wines in particular grew by 9% last year - a trend that is difficult to ignore.
The change in Thai drinking culture also reflects social changes. Consumers, especially women and urban professionals, are looking for alternatives to heavy spirits and discovering the benefits of wine. Against this background, it remains to be seen how the industry will develop further. Is the trend towards more variety and health-conscious choices, or will traditional brands regain importance? One thing is certain: Drinks remain exciting in Thailand.