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Importer and distributor search
We shortlist and introduce importers whose portfolio, channel strength and ambition match your brand, then help agree terms that work for both sides.
Markets / Thailand
Taking a Drinks Brand into Thailand.
Thailand is one of the most rewarding drinks markets in Southeast Asia, and one of the most demanding. Strong local brewers and distillers, a premium segment built on tourism and a growing urban middle class, and a tightly regulated trade mean that success comes from planning the route to market properly before the first container ships. We are based in Thailand and work the market every day.
The Market.
Beer and local spirits make up most of what Thais drink, and large domestic producers lead both. Imported wine and spirits sit at the premium end of the market, where they compete on quality, provenance and the strength of the brand.
Demand for imported product is concentrated in Bangkok and in the tourist centres, including Phuket, Pattaya, Koh Samui and Chiang Mai. Hotels, restaurants and bars carry a large share of premium volume, alongside modern trade, specialist wine retail and duty free.
We assess every opportunity through local knowledge and our own experience of developing new markets, backed by market statistics, so our advice on where a brand fits reflects what is really happening on the ground.
How to Enter.
Imported alcohol must come in through a licensed importer, and each product needs to be registered before it can be sold, with Thai language labelling and excise stamps. Getting this right early avoids months of delay.
Thailand charges both customs duty and excise on alcohol, with excise linked to value and alcohol content. Taxes make up a large part of the shelf price, so the price structure from ex cellar to shelf has to be modelled before an importer is appointed, not after.
Advertising, promotion and sale of alcohol are tightly controlled and the rules have been changing. We review the current position for every launch so that activation plans stay compliant.
How We Help in Thailand.
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Pricing and route to market
A full price build from ex cellar to shelf for each channel, with the margins every partner needs to commit.
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Registration and launch planning
A clear plan for registration, labelling and first orders, so the launch timetable is realistic from day one.
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Activation on the ground
A retained team that works your distributor, agrees targets and drives on trade and off trade activity month by month.
Common Questions.
Do I need a Thai importer to sell wine or spirits in Thailand?
Yes. Imported alcohol has to be brought in by a licensed importer, which is usually also the brand's distributor. Choosing the right one is the most important decision a brand makes in Thailand, and it is where Bukit Strategy Group spends most of its time with new brands.
How long does it take to launch a drinks brand in Thailand?
It depends on the importer, the product and registration, but brands should plan for several months between appointing an importer and the first stock reaching shelves. Pricing, labelling and registration work can start as soon as the importer is agreed.
Why are imported wine and spirits so expensive in Thailand?
Customs duty, excise and other taxes make up a large part of the retail price, on top of importer, distributor and retailer margins. That is why we build the full price structure first, so the brand lands at a price consumers will pay and every partner still earns enough to commit.
Where is Bukit Strategy Group based?
We are based in Thailand, with a team in Singapore and partners across Southeast Asia. Founder Paul Hopkins holds the WSET Diploma and has 35 years of experience across brands, distribution and retail.