Oxford Economics - International Wines in Asean, 2023

The report focuses on the contribution of international wine and spirits to the recovery of the tourism and hospitality industry in Thailand and Vietnam. The report highlights the trend of premiumization, where consumers are trading up and drinking better, not more, which delivers greater multiplier effects and positive downstream impacts to wholesale, retail, and other operators along the value chain. The report presents findings on employment and tax contribution on a gross basis. The report also highlights case studies in these two markets that spotlight how entrepreneurs have harnessed the value generation from international wine and spirits to enhance wages and promote upskilling of their staff. The report emphasizes the qualitative nature of this economic contribution, which is important for a sector that is mostly composed of micro, small, and medium-sized enterprises. The report also highlights the responsible drinking initiatives delivered by the industry in both markets. The report is produced by Oxford Economics, a key adviser to corporate, financial, and government decision-makers and thought leaders. Oxford Economics' worldwide client base comprises over 2,000 international organizations, including leading multinational companies and financial institutions, key government bodies and trade associations, and top universities, consultancies, and think tanks.