Asia Defies the Global Wine Slump: 9 Markets Ranked by Import Growth - Page 5 of 10

No. 6: Thailand

Import volume: 9,922,905 liters, down 0.15%
Import value: THB 2.46 billion (about US$75.7 million), up 13.71%
Imports per capita: US$1.06

Thailand’s wine market has been expanding in recent years. In the first half of 2026, import volume was essentially flat, but value rose 13.71%, suggesting resilient demand for higher-priced wines.

Thailand has also progressively liberalized its alcohol market. In February 2024, the country cut wine import tariffs to zero and reduced wine excise taxes. In 2025, it further relaxed alcohol sales-hour restrictions at certain hotels, international airports and entertainment venues, with the government explicitly linking the changes to efforts to support tourism and the service sector. At the end of May 2026, Thailand further extended general alcohol sales hours to between 11 a.m. and midnight.

Although total wine import volume edged lower in the first half of 2026, detailed data show that the decline was driven mainly by sparkling wine. Still wine recorded increases in both volume and value, with value growing faster than volume.

That suggests the average unit value of imported still wine increased even as overall wine volumes stagnated, pointing to a shift toward higher-value products.

Thailand’s population is another important source of demand. The country has about 71 million residents, more than double Malaysia’s roughly 34 million. Thailand is also one of the world’s major tourism destinations, welcoming about 32.97 million international visitors in 2025. From Jan. 1 through June 7, 2026, arrivals had already reached about 14.52 million.

That large tourist population provides steady demand for wine through hotels, restaurants and other hospitality venues.

As a result, despite Thailand having a lower GDP per capita than Malaysia, its wine import performance remains strong. Tourism, population size and the liberalization of alcohol regulations together make Thailand one of Southeast Asia’s wine markets worth watching.

For full analysis of Thailand’s wine market, click here.