Alcoholic drinks saw volume sales rise in Thailand in 2023. Beer and imported spirits registered a dynamic year, while wine saw growth in the number of imports and cider/perry remained a niche segment. Tourism was a key influence on the development of the alcoholic drinks market in Thailand during the year. Thailand is a popular tourist destination known for its nightlife and entertainment venues and the recovery of the tourism industry following the pandemic had significant implications for the sale of alcoholic drinks, particularly in tourist-heavy areas such as Bangkok, Phuket, and Pattaya. The health and wellness trend was another influential factor in the development of alcoholic drinks in 2023, increasingly shaping players’ product innovation strategies and prompting the development of products with low or no alcohol content and fewer calories. The beer category continues to be dominated by a few players, but Carabao (CBG) has recently joined the competition.