Volume Holds Steady, Value Rises 13.71%: Decoding Thailand’s Wine Import Statistics

In the first half of 2026, Thailand’s wine import volume remained essentially unchanged from the same period a year earlier. Nevertheless, the total value of wine imports increased by more than 10%.

In August 2026, Vino Joy News, an Asia-focused wine industry publication, released an overview of import trends across nine Asian markets. According to the report, Thailand imported approximately 9.92 million liters of wine between January and June 2026, a slight contraction of 0.15% year on year. Meanwhile, import value rose by 13.71% to reach 2.46 billion baht.

What does the gap between the rates of change in import volume and import value reveal? A closer look at the data separates what these statistics show from what needs to be verified with other sources.

A Divergence in Categories: Sparkling Declines, Still Wine Expands

The same report provides further insight into the factors behind this divergence. The main factor behind the slight decline in total import volume was a drop in sparkling wine imports. In contrast, still wine imports expanded in both volume and value, with value growth outpacing volume growth.

Focusing solely on aggregate volume conceals subtle movements within specific categories. Segmenting the figures reveals that shifts across wine types largely offset one another, leaving total volume nearly flat. The report reads this as a sign of resilient demand for higher-value wines.

Navigating the Post-Tax Reform Landscape

Thailand’s wine market is frequently discussed in connection with the tax reform introduced in February 2024, which eliminated import tariffs on wine and reduced excise taxes. This reform was examined in detail in our July 2026 article, “Two Years of Zero Wine Tariffs.”

Wine Australia, the Australian wine industry body, also noted in its Market Bulletin published in July that consumption growth in 2025 was partly fueled by the reform, which significantly eased the tax burden on imported wines.

However, as both comparison periods, the first half of 2025 and the first half of 2026, follow the implementation, it is difficult to explain the value gain in the first half of 2026 by the tax reform alone. Looking not only at the reform’s effects but also at shifts in the types and composition of imported wine makes the trend easier to read.

A Decade of Evolution: Lessons from IWSR Market Data

The same market report highlights data from IWSR, a research firm specializing in global beverage alcohol markets. In 2025, IWSR ranked Thailand as the world’s 16th most attractive wine market.

Wine consumption in the kingdom grew from just over 1 million cases in 2016 to approximately 1.8 million cases in 2025, based on the standard measure of 9 liters per case. Over the same period, market value expanded from approximately US$300 million to over US$500 million, with projections suggesting it will exceed US$600 million by 2029.

By volume, commercial wine accounts for 80% of the market, while premium offerings represent the remaining 20%. Since 2020, the growth of premium wine has reportedly substantially outpaced that of commercial wine. The import figures for the first half of 2026, with higher value despite flat volume, point in the same direction as this broader evolution.

Still, changes in import value reflect more than just price segment shifts; exchange rate fluctuations and adjustments in product pricing also play a role. Consequently, the value increase may reflect both stronger demand for wines in higher price segments and these other factors.

Assessing the extent of premiumization calls for a review not only by category and supplying country, but also of the price segment mix and changes in average import unit prices.

Supplier country rankings also vary depending on the metric used. According to the report, Australia leads the market by volume, yet ranks second to France when measured by value.

Essential Nuances for Reading the Numbers

Several factors deserve consideration when analyzing wine import statistics.

Import values are denominated in Thai baht and are naturally influenced by currency movements. Furthermore, a time lag exists between when wine is imported and when it is served in restaurants or sold in retail stores.

While six-month statistics offer a valuable pulse check, comparing them with full-year totals and the following half-year helps assess these trends more reliably.

It is equally important to distinguish between historical results, qualitative assessments, and forward projections. The market’s “16th-place” ranking is an assessment, whereas the US$600 million figure by 2029 is a forecast. Neither should be conflated with established historical performance. Clear distinctions help place each metric in its proper light.

For Bacchus Global, which imports Japanese sake and wine, looking not only at overall totals but also at breakdowns by category and the periods being compared remains fundamental to reading the market.

Even when total import volume appears flat, the composition of the wines entering the market can change. These statistics show that point in concrete figures.

This article presents publicly available market data on wine imports in Thailand. It is not intended to advertise alcoholic beverages or encourage their purchase or consumption. For readers aged 20 and above. Never drink and drive.

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