Thailand’s upper house has taken another step forward in boosting the local craft beer sector by approving a bill to end the afternoon sales ban and easing advertising restrictions.
Thailand’s Senate has given final approval to the long-anticipated Alcoholic Beverage Control Bill, marking another significant step in liberalising the country’s alcohol laws. The bill, comprising 44 sections, passed its second and third readings on Monday with 104 votes in favour out of 119, following overwhelming endorsement by the House of Representatives in March.
The legislation abolishes the decades-old afternoon alcohol sales ban between 2 pm and 5 pm, a remnant of 1970s military-era regulations, and relaxes some of the world’s toughest restrictions on alcohol advertising. The controversial Section 32, which had prohibited any display of alcohol brands or encouragement to drink, has been repealed. Under the new framework, advertising will be allowed provided it is informative, avoids appealing to minors, and does not glamourise or encourage consumption. Claims that exaggerate the benefits of drinking alcohol remain prohibited.
With Senate approval secured, the bill will move to the Cabinet and then to His Majesty the King for royal assent. Once signed and published in the Royal Gazette, the law is expected to come into force later this year, following the issuance of ministerial regulations for implementation.
The Act’s passage comes in the wake of the Community Alcoholic Beverage Act, which became law on 6 June 2025. That legislation opened up alcohol production to small entrepreneurs, cooperatives, farmer groups and craft brewers by removing prohibitive minimum production thresholds and easing licensing restrictions.
For Thailand’s burgeoning craft beer industry, the new Act could be transformative. Brewers will not only be able to operate with fewer barriers but also market their products legally to domestic and international consumers. Industry observers expect a surge in innovation, tourism appeal and regional economic benefits once the changes take effect.
