Wine imports to Thailand: how to sell your wine on the Thai market
Wine imports to Thailand · for producers and exporters
Want to sell your wine in Thailand? I help foreign producers and exporters enter the Thai market: find importers and distributors, run meetings and tastings, agree on supplies and oversee the import.
Mike Boldyrev: 14 years in Thailand. Producers who wanted to sell their wine in Thailand have already come to me. I work with clients from Russia, the CIS and many other countries; terms are discussed individually.
- 2 routesyour own company or a distributor
- 3 channelshotels, retail chains, wine shops
- 1,690 ฿video consultation, up to 30 minutes
- RU · EN · THmeetings and tastings with interpreting
The wine market in Thailand
Thailand has its own winemaking, but most wine on the shelves is imported. The most common are reds and whites from France, Italy, Spain, Australia, Chile and other countries.
Hotels and restaurants
A major sales channel, especially in Bangkok and tourist cities: Phuket, Pattaya, Koh Samui.
Retail chains
Supermarkets and hypermarkets, including premium chains for foreigners and well-off Thais.
Wine shops and bars
Specialist shops, wine bars and clubs that appreciate new countries of origin.
In my experience, wines from Russia and the CIS are rare on the Thai market. That is both a challenge (the market doesn't know them) and a chance to stand out on the shelf.
What you need to know before you start
- Licences. Importing and selling alcohol requires special licences, and the product and label are registered with Thai authorities, including the Thai FDA.
- Thai label. Bottles carry a Thai-language sticker with mandatory information and warnings.
- Taxes. Since 2024 Thailand has abolished import duty on wine (it used to be up to 54%) and cut the excise tax. But the tax burden is still significant: excise, local tax, levies and VAT. The total depends on price and alcohol content, so we check the current rates with a broker by the product code for your wine.
- Alcohol advertising is strictly limited by law. You can't promote wine in the usual ways, so distributors, tastings and direct sales to hotels and restaurants play a big role.
- Restrictions on foreign companies. It is best to set up the business structure and licences with licensed lawyers from the start.
Laws and tax rates change, so we check the current requirements for your product before supplies start.
Two routes into the Thai market
Your own company and licences
How it works: You set up a company in Thailand, obtain licences and import yourself
Pros: Full control over brand, prices and channels; higher potential profit
Cons: More time, investment, paperwork and responsibility
Who it suits: Those confident in demand and ready for the long term
Through an importer or distributor
How it works: A licensed Thai partner buys the wine and sells it to chains, hotels and restaurants
Pros: Faster start, less investment and risk, ready-made buyer relationships
Cons: The distributor adds a margin; less control over sales
Who it suits: Those who want to test the market and get first sales
My advice: for many it makes sense to start with a distributor, test demand and the shelf price, and only then decide whether to open your own company.
How I help you enter the market
- Market analysis. Who already sells similar wines, at what shelf and restaurant prices, and which channels suit your product.
- Partner list. Importers, distributors, retail chains, hotels and restaurants that may be interested in your wine.
- Meetings and tastings. I arrange meetings, present the product and run presentations and sample tastings with interpreting.
- Negotiations. Prices, volumes, exclusivity, payment and delivery terms. Contracts are reviewed by licensed lawyers.
- Import control. Documents, labelling and customs clearance together with a broker. Broker in Thailand →
- Ongoing support. Liaison with partners in Thailand, repeat orders, solving issues on the ground.
From experience. Producers who wanted to sell their wine in Thailand have come to me. I helped them understand how the market works, looked for importers and distributors, and arranged meetings and negotiations in Thai.
Prices
up to 30 minutes: we go through your product and task
per day; I estimate the scope in days in advance
through UNBLOCK PRO ASIA and licensed lawyers
All prices include 7% VAT.
Samples and their delivery, transport, duties, taxes and fees are paid separately. Payment is by PromptPay, bank transfer in Thailand or SWIFT from abroad.
Please note: I am an interpreter and business representative, not a lawyer. Company registration, licences and legal review of contracts are handled by my company UNBLOCK PRO ASIA together with licensed Thai lawyers, and customs clearance by licensed brokers.
Frequently asked questions
Do I need my own company in Thailand to sell wine?
Not necessarily. You can work through a licensed Thai importer. Your own company gives more control but needs more time and investment.
What taxes apply when importing wine?
Since 2024 there is no import duty on wine, but excise, local tax, levies and VAT still apply. The total depends on price and alcohol content. We calculate it precisely with a broker for your product.
Can wine be advertised in Thailand?
Alcohol advertising is strictly limited by law. So wine is usually promoted through distributors, tastings and direct sales to hotels and restaurants.
How do I bring in samples for tastings?
Importing samples is also subject to customs rules. We confirm the right way for your situation in advance.
Do you only help with wine?
My main experience is wine, but other alcoholic drinks and products are discussed individually too.
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Want to sell your wine in Thailand? Message me
Tell me about your wine, volumes and export experience. I'll tell you where to start and what the work will cost.