Thailand To End “Sole Agent” Rule for Imported Wine

Thailand will abolish a long-standing rule that allowed only one importer to represent each wine brand in the country, a move aimed at increasing competition and lowering prices in the market.

Deputy Prime Minister and Finance Minister Ekniti Nitithanpraphat said on Feb. 3 that the Cabinet had approved a draft regulation titled Permission to Import Liquor into the Kingdom, ending the “sole agent” requirement for wine imports.

Under the previous system, a wine brand could be represented by only one authorised importer, effectively limiting competition and raising barriers to entry. The new regulation removes that restriction.

Pornchai Thirawet, director-general of the Thai Excise Department, said the reform currently applies only to wine. Other categories, including spirits and beer, are not covered.

“The drafting of this ministerial regulation aims to create a mechanism to reduce the monopoly system. Previously, only one importer could be a sole agent, which has now been abolished to reduce monopolies and promote greater openness,” said Pornchai.

He added that the reform would also reduce administrative burdens. Previously, wine imports required label approval from the director-general of the Excise Department. Under the new system, department officials can handle approvals directly.

Pornchai said the changes would not affect tax revenue, as tax rates remain unchanged. The regulation must next be reviewed by the Council of State and will take effect once published in the Royal Gazette.

The policy applies to both still and sparkling wines.

The government will also introduce a digital management system for imported alcohol, allowing tax declarations and payments to be processed online.

The move is part of a broader series of reforms aimed at strengthening Thailand’s appeal as a global tourism destination.

In early 2024, the government permanently eliminated wine import tariffs that had stood at 54% and 60%, and reduced excise tax on wine from 10% of the sales price to 5%.

In December 2025, Thailand lifted its 53-year-old ban on afternoon alcohol sales, ending restrictions on sales between 2 p.m. and 5 p.m. Officials said the change was designed to support tourism and hospitality businesses.

Thailand’s wine imports have continued to grow amid the policy easing. From January to December 2025, the country imported 40.4 million litres of wine worth 9.44 billion baht (about US$270 million), as we have reported. Import volumes rose 8.59% year-on-year, while import value increased 6.54%.

The latest reform is expected to shift Thailand’s wine market away from a quasi-monopolistic structure toward a more competitive model. As import barriers decline, increased competition could put downward pressure on prices and reshape relationships between brands and distributors.