Thailand is on the verge of a major liberalisation of its alcohol laws after the House of Representatives unanimously passed the third reading of amendments to the Alcoholic Drinks Control Act. The new bill aims to remove long-standing sales restrictions, most notably the ban on alcohol sales between 2 pm and 5 pm, which dates back to 1972 under military rule.
The proposed changes, which now await Senate approval, also include the easing of advertising regulations, allowing alcoholic beverage brands to increase visibility as long as ads do not actively encourage drinking. Sales will also be permitted under certain conditions in vending machines and on government property during special events like OTOP (One Tambon One Product) fairs.
Chanin Rungtanakiat, deputy chair of the House committee behind the bill, described the reform as a balanced response to years of public debate, calling it a step toward removing "unreasonable control" and fostering economic development. The amendments are expected to support the tourism sector and open up the beverage market for small producers, who have long struggled under rules favouring dominant players such as Thai Beverage Pcl and Boon Rawd Brewery Co.
Taopiphop Limjittrakorn, MP from the People’s Party, who had been long in favor of a liberalization of the Thai beer market (inside.beer, 24.5.2023) praised the reform for clarifying ambiguous legal boundaries, which he says will prevent unfair treatment by authorities and improve enforcement against underage or reckless alcohol sales.
The bill continues a trend toward liberalisation in Thailand's beverage sector. Earlier in 2025, legislation was passed to allow small-scale breweries and distilleries to legally operate, loosening the duopoly held by the country’s leading producers. Additionally, some restrictions on alcohol sales during Buddhist holidays have already been eased.
Prime Minister Paetongtarn Shinawatra has indicated a willingness to further revise alcohol laws, including potential reviews of bans on online alcohol sales and sales on Buddhist holy days. These changes align with broader efforts to enhance Thailand’s appeal to international visitors, alongside measures such as cannabis legalisation and proposals for regulated casinos.
If the Senate grants final approval, the beverage and hospitality industries are poised to benefit significantly—particularly in tourist-heavy regions. However, public health advocates are likely to raise concerns about increased consumption and its societal impacts.
