Market Trends: Champagne Demand in Thailand – 2024 Review

Thailand is one of Southeast Asia’s most dynamic Champagne markets, supported by a strong hospitality sector, a vibrant culture of celebration, and growing demand for premium imported wines. While overall volumes remain moderate compared to mature markets, Thailand continues to show resilience and a clear appetite for high-quality Champagne.

Market Overview

• Volume (2024): 559,512 bottles
• Value (2024): €15,935,448
• Share of Global Exports: 0.4%
• Evolution vs. 2023: Volume up 3.5%, value up 2.8%
• Global Rank: 35 (by volume and value)
• Number of Exporters: 147
• Top 5 Exporters’ Share: 57.3% (320,715 bottles)

Thailand remains a stable and expanding Champagne market, with steady growth driven by premium consumption and a diversified importer base.

Champagne Quality and Style Preferences

• Most popular style: Brut (78.8%)
• Notable trends: Extra Brut (5.8%) and Cuvée Spéciale (6.0%) show meaningful demand, reflecting increasing interest in drier and premium Champagne styles. Rosé also maintains a solid presence.

Packaging Trends

• Dominant format: Standard bottle (95.1%)
• Special trends: Magnums are relatively popular, particularly for celebrations, events, and on-trade consumption.

Exporter Profile

• Market structure: International brands lead the market, while non-branded houses and growers together represent a significant share, highlighting diversity in sourcing and positioning.
• Fragmentation: A notable share of “other exporters” suggests a complex and competitive import landscape.

Market Trends and Consumer Behavior

• Premiumization: Thai consumers increasingly seek premium and distinctive Champagnes, including Extra Brut, Cuvée Spéciale, and Rosé.
• Brut dominance: Brut remains the foundation of the market, though interest in drier and more expressive styles continues to grow.
• On-trade focus: Champagne consumption is strongly linked to luxury hotels, high-end restaurants, night venues, and gifting.
• Urban concentration: Demand is centered in Bangkok and major tourist destinations, driven by international clientele and hospitality-driven consumption.
• Competitive environment: Champagne competes with other imported sparkling wines, yet retains strong prestige and symbolic value.

Challenges and Opportunities

• Market development: While growth remains positive, continued education and premium positioning are essential to sustain momentum.
• Opportunities for importers: Portfolios emphasizing premium, boutique, and sustainable Champagnes, supported by strong storytelling and event marketing, are well positioned for success.

Global Context

• Global Champagne exports (12 months to April 2025): 272 million bottles (-4.6% vs. previous year)
• Regional perspective: Thailand represents 0.4% of global Champagne exports and stands out as a stable and promising market in Southeast Asia.

Conclusion

Thailand is a vibrant and steadily growing Champagne market, shaped by premium consumption, a dynamic hospitality sector, and evolving consumer preferences. Importers who adapt to local trends while maintaining a strong premium focus will find attractive opportunities as the market continues to mature.

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Source: Market figures and trends referenced in this article are derived from official Champagne shipment statistics published by the Comité Champagne (CIVC) and industry-standard trade data.