Thailand is one of Southeast Asia’s most promising emerging wine markets, with steady consumption growth and strong demand for imported wine. The country is the third largest economy and largest wine market in the region. Australian wine is highly regarded for quality, trust and sustainability, creating a strong position for further growth.
This Market Bulletin provides a snapshot of the key market trends from Wine Australia’s newly published Thailand Market Insight Report. For more detailed analysis, Australian wine levy-payers and exporters can access the full report.
Wine consumption is steadily growing
Thailand is the third largest economy in the ASEAN1 region and the country’s economic outlook remains cautiously optimistic, tempered by risks such as elevated household debt, slower export growth and the impact of geopolitical tensions.
While Thailand’s wine market is small, it is expanding and is the largest in the ASEAN region, just ahead of the Philippines and Vietnam. In 2025, IWSR ranked Thailand as the 16th most attractive wine market globally.
Wine consumption in the country has recovered steadily after the COVID-19 pandemic disruptions in 2020 (see chart below). In the five years since, wine has grown faster than most other alcoholic beverage categories. Only cider has outgrown wine, but the Thai wine market is more than four times the size of the cider market.
Elevated growth in wine consumption in 2025 was partially due to tax reforms introduced by the Thai Government in 2024 that significantly reduced the price of imported wine.
Source: IWSR
Alcohol is part of Thai social life
Alcohol consumption features prominently across a range of Thai cultural and social settings, such as sharing with meals both at home and in restaurants. In late 2025, regulatory changes have contributed to accessibility, with the removal of a ban on alcohol sales between 2pm-5pm. At the same time, there are laws and regulations aimed at curbing alcohol consumption, including tight controls on alcohol advertising.
The total alcohol beverage market has seen modest growth since 2020 and is forecast to soften out to 2030, influenced by economic uncertainty and the rising interest in mindful drinking and wellness experiences.
Wine is increasingly becoming part of Thailand’s urban lifestyle
Recent consumer research shows while wine is an occasion-led rather than everyday beverage, it is increasingly becoming part of Thailand’s urban lifestyle.
Despite tax changes, price remains the major barrier to wine consumption for both existing wine drinkers and those that do not currently drink wine. About half of Thai wine drinkers consider wine too expensive to drink regularly, while nearly three quarters indicated they would drink more wine if it was more affordable.
At the same time, there is a willingness among Thai wine drinkers to learn more about wine, including how to choose it and what to pair it with. There is room to build wine knowledge and confidence, providing an opportunity to expand consumption occasions and recommend food pairing to increase wine consumption.
Red and premium wine are driving growth
Red wine is the leading wine category, well ahead of white and sparkling wine. However, white wine has grown at a faster rate over the last five years, and cross consumption is high across a range of varieties.
Commercial wine is the major segment of the Thai market with an 80 per cent volume share, with premium wine accounting for the other 20 per cent. However, since 2020, premium wine has significantly outperformed commercial wine in growth and this is forecast this to continue out to 2030, albeit at lower rate of growth.
Australian wine is well regarded and positioned in the market
Australia is the leading supplier of imported wines by volume and second by value behind France. Export growth has been strong, with recent increases driven by premium wines taking Australian wine exports to record levels. Thailand is now the 7th biggest destination for Australian wine exports priced at above A$10 per litre. In line with the overall market, red wine is the dominant style exported from Australia.
Australian wine has a very strong reputation among Thai wine consumers for quality, trust in label claims and sustainability, reflecting its premium positioning in the market.
Thailand is part of the Australian Wine Roadshow Southeast Asia
The Australian Wine Roadshow Southeast Asia will be held in early October 2026, visiting key regional cities including Bangkok, Ho Chi Minh City, Hanoi, Manila, Kuala Lumpur and Jakarta.
Following strong success and trade engagement in 2024, the 2026 Roadshow presents an exciting opportunity to connect with importers, wholesalers, distributors, influential trade and media across the region.
Limited places are available for eligible wineries to participate in selected markets. Please email asia@wineaustralia.com if you would like to discuss getting involved. Please note, for eligible Victorian producers, a 50% subsidy may be available through Wine Victoria for Victorian brands being showcased.
Resources for Australian wine exporters researching the Thailand market
For companies interested in exporting to Thailand, Wine Australia provides a range of resources to assist in understanding this growing market.
Resources available exclusively to Australian wine levy payers and exporters
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Starburst Insights: Exploring New Markets for Wine Australia - Thailand
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Watch on demand: Turning consumer insights into export opportunity: Thailand and Vietnam webinar
Other tools and resources