Thailand Craft Beer, RTD Coffee, Functional Beverages Deep Dive
Thai premiumisation beverage segments. 2024 Liquor Act relaxation opens craft brewing. RTD coffee THB 20-25B, functional THB 45-55B. Carabao, Ichitan, Osotspa, Malee, Nestle.
Key takeaways
- 1
2024 Liquor Tax Act amendment removed -litre, paid-up-capital floor for brewing β opens craft brewery market to small producers for first time.
- 2
Sub-category mix: RTD coffee ~ of premium beverage segment, functional beverages ~, craft beer ~ (post-relaxation growing), plant-based, alt-milk ~, craft spirits, premium liquor ~.
- 3
RTD coffee ~: Carabao Dang (SET: CBG), Nestle Birdy, Nescafe, Boncafe HORECA specialty, CafΓ© Amazon (PTT OR). Growing with consumer premiumisation, convenience.
- 4
Functional beverages ~: C-vitt (Osotspa SET: OSP), Ichitan (SET: ICHI) RTD tea, functional, Malee (SET: MALEE) coconut water, juice, Sappe (SET: SAPPE), Calpis, branded functional.
- 5
Craft beer post-2024 relaxation: Chitbeer, Golden Coins, Stone Head, Sandport, Devanom, Mahanakorn, Outlaw, Udomsuk, other craft microbreweries emerging. Thai Craft Beer Trade Association coordinates industry. 2008 Alcohol Beverage Control Act, MoPH sugar tax, FDA functional-claims regulation.
Executive summary
Thai beverage market is undergoing premiumisation across three segments β craft beer, RTD coffee, functional beverages β with the 2024 Liquor Tax Act amendment as the structural regulatory inflection. 2024 Act removed the -litre minimum production, paid-up-capital floor for brewing license, opening craft brewery market to small producers for the first time (prior Act effectively blocked anything below ThaiBev/Boon Rawd/Singha scale). Sub-category mix: RTD coffee ~ of premium beverage segment, functional beverages ~, craft beer ~ (post-relaxation growing), plant-based, alt-milk ~, craft spirits, premium liquor ~.[, , , ]
RTD (Ready-to-Drink) coffee ~: Carabao Group (SET: CBG) Carabao Dang energy, RTD coffee; Nestle Thailand Birdy, Nescafe canned, tetrapak; Boncafe specialty HORECA, retail; CafΓ© Amazon (PTT Oil Retail) integrated with PTT forecourt network; Starbucks RTD, specialty. Growing with consumer premiumisation, convenience, gifting. Functional beverages ~: C-vitt (Osotspa SET: OSP) vitamin, immunity; Ichitan (SET: ICHI) RTD tea, functional; Malee (SET: MALEE) coconut water, juice, functional; Sappe (SET: SAPPE) Mogu-Mogu, Beauti Drink; Calpis (Asahi, Osotspa); branded functional growth across vitamin, immunity, collagen, probiotic, energy.[, , , , , ]
Craft beer post-2024 relaxation: Chitbeer, Golden Coins, Stone Head, Sandport, Devanom, Mahanakorn, Outlaw, Udomsuk, microbreweries emerging alongside Thai craft beer industry. Thai Craft Beer Trade Association (TCBTA) coordinates new industry. Regulation: 2008 Alcohol Beverage Control Act, Thai Excise Department, Liquor Tax Act 2024 amendment, Alcohol Control Committee set alcohol content, advertising, sale hours. MoPH tiered sugar-tax Phase 4 increases excise on high-sugar beverages β relevant for RTD coffee, functional. Thai FDA functional-claims guidance requires substantiation for health/immunity/beauty claims β restricts some functional-beverage marketing. Plant-based, alt-milk (oat, almond, soy, coconut) beverages growing with health, dairy-alternative, vegan trends. Craft spirits, premium liquor niche growing alongside tourism, F&B premiumisation.[, , , ]
Premium beverage sub-category mix (% of FY2024 Thai premium beverage segment)
RTD coffee
Share %
Leaders
Carabao, Birdy, Nescafe, CafΓ© Amazon, Boncafe
Functional beverages
Share %
Leaders
C-vitt, Ichitan, Malee, Sappe, Calpis
Craft beer
Share %
Leaders
Post-2024 relaxation emerging
Plant-based, alt-milk
Share %
8%
Leaders
Oat, almond, soy, coconut milk
Craft spirits, premium liquor
Share %
6%
Leaders
Premiumisation, niche
| Sub-category | Share % | Leaders |
|---|---|---|
| RTD coffee | 42% | Carabao, Birdy, Nescafe, CafΓ© Amazon, Boncafe |
| Functional beverages | 32% | C-vitt, Ichitan, Malee, Sappe, Calpis |
| Craft beer | 12% | Post-2024 relaxation emerging |
| Plant-based, alt-milk | 8% | Oat, almond, soy, coconut milk |
| Craft spirits, premium liquor | 6% | Premiumisation, niche |
Analyst framing
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