Thailand moves to lift decades-old afternoon alcohol sales ban in market liberalization push 

THAILAND – Thailand is set to lift a 53-year-old ban on afternoon alcohol sales as part of broader efforts to liberalize the market and enhance tourism.  

The Thai House of Representatives has voted in favor of the proposed changes, which now await Senate approval. 

The bill seeks to revoke a 1972 military government order that restricts alcohol sales before 11 a.m. and between 2 p.m. and 5 p.m. The original ban was introduced to prevent civil servants from consuming alcohol during working hours. 

Additionally, the proposed legislation aims to relax Thailand’s stringent alcohol advertising laws. Currently, regulations prohibit the display of alcoholic beverage names, trademarks, or product images for promotional purposes.  

If passed, the new law would allow more flexible marketing strategies, potentially benefiting smaller brewers seeking greater visibility in a market dominated by major brands such as Thai Beverage’s Chang and Boon Rawd Brewery Co.’s Singha. 

Earlier this year, Thai lawmakers passed another bill supporting liquor production by microbreweries and small distilleries.  

The government is also reviewing several other alcohol-related restrictions, including the prohibition of alcohol sales on Buddhist holy days and online platforms. 

This move reflects a gradual shift in Thailand’s approach to alcohol regulation. The country recently eased restrictions on alcohol sales during Buddhist holidays, a decision viewed by industry experts as an alignment with Thailand’s tourism-driven economy.  

If the current amendments secure Senate approval, they are expected to benefit the hospitality sector, particularly in areas popular with tourists. 

However, public health advocates may oppose the changes, warning of potential increases in alcohol consumption and related social issues, according to the Drinks Business.  

While the reforms are seen as a way to enhance consumer choice and boost tourism revenue, debates over public health concerns are likely to shape the final outcome of the legislation. 

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