Recent Release|7 August 2023

International Wine and Spirits in ASEAN: The economic contribution of the international wine and spirits value chain in Thailand and Vietnam

Economic Consulting Team

Oxford Economics

This report presents an assessment of international wine and spirits’ contribution to the economies of Thailand and Vietnam.

Economies in Southeast Asia, which are heavily dependent on the tourism and hospitality sectors, were hit hard by the Covid-19 pandemic. As travel rebounds across the region, this report studies the contribution of international wine and spirits—a key component of the tourism and hospitality offering—to the recovery in Thailand and Vietnam.

A major new trend driving the recovery of sales and the recovery of the Southeast Asian hospitality sector is the ‘premiumisation’ of the consumer experience. ‘Premiumisation’ describes the broad trend of consumers ‘trading up’ in their consumption choices, and purchasing more premium products. This report examines the economic opportunity to Southeast Asian markets resulting from this trend.

Alongside our findings on the value of ‘premiumisation’ we provide details of our economic analysis of the contribution of international wine and spirits in Thailand and Vietnam. In total, our economic modelling estimates that the sales and distribution of international wine and spirits contributes $198 million and $282 million respectively, to the economies of Thailand and Vietnam.

Qi Yu Chan

Assistant Economist, Economic Impact

Liam Cordingley

Senior Economist, Economic Impact

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