In a significant policy shift, the Thai government has officially lifted its decades-old ban on afternoon alcohol sales in restaurants, providing a major boost for the country’s beer, hospitality, and tourism industries.

The regulation, which had been in place for over 50 years, prohibited the sale of any alcohol product between 2pm and 5pm.

A Major Boost for On-Premise Sales

The decision has been widely praised by the food and beverage industry, including Thailand’s growing craft beer community. For breweries and distributors, this change unlocks a critical three-hour sales window, directly addressing a long-standing frustration for tourists and locals alike.

The Restaurant Business Association estimates that the move could increase sales by up to 25%. This is welcome news for the entire beer industry, as it translates directly into increased demand during a traditionally slow period of the day.

Aligning with a Modern Market

The previous ban was seen as an outdated rule that hindered the potential of Thailand’s vibrant hospitality scene. Removing it allows for a more consistent consumer experience and better reflects the social habits of international visitors, allowing for social afternoon consumption.

This policy change is a strong signal of a more favorable and modern business environment for the alcohol industry. It follows other recent progressive legislative updates that are reshaping the market.

As reported by the Asia Brewers Network, these changes include the lifting of major restrictions on brewing and the legalization of keg sales, which has been a pivotal development for Thailand’s burgeoning craft beer scene. This new legislation will become active in early November.

This latest move to end the afternoon alcohol ban is another positive step, promising to benefit the entire supply chain and support the continued growth of the beer market in Thailand.