Thailand’s alcohol market is gearing up for a boom. On March 4, 2025, the National Alcohol Policy Committee approved limited alcohol sales during five Buddhist holidays—Makha Bucha Day, Visakha Bucha Day, Asarnha Bucha Day, Buddhist Lent Day, and the End of Buddhist Lent—starting May 11 with Visakha Bucha Day. This ends a long-standing ban, and for the drinks industry, it’s a shot of adrenaline straight into a market poised for growth.
Sales will be allowed at international airports, hotels, entertainment zones, tourist attractions, and major events, targeting Thailand’s 2025 tourism push. Deputy Prime Minister Prasert Jantararuangtong called it a win for hotspots like Bangkok’s Thonglor and Patpong, where tourists often grumbled about dry bars on religious days. Now, they’ll find cold beers and cocktails instead, and the industry couldn’t be happier. ThaiBev, flush from its 2024 Fraser & Neave stake boost, is ready to flood these venues with Chang Beer and SangSom rum. Importers, buoyed by recent tax cuts, see a chance to push premium wines and spirits in upscale locales.
Sure, there are hurdles—screening rules to keep drinks legal and public order intact, plus potential pushback from Buddhist traditionalists. But with a 15-day public hearing underway and approvals pending, the trade is betting on a smooth rollout. For a market already energized by 2024’s tax reforms, this is fuel on the fire. Thailand’s alcohol sector—local giants and global players alike—sees tourist dollars flowing in, and 2025 could mark a turning point.
