Thailand has introduced new alcohol tax reforms, reducing import duties and excise tax on alcohol, with the aim of promoting tourism and discouraging under-declaration of imported wine. Despite initial challenges, such as a requirement for importers to re-register every label, the industry is optimistic about the potential decrease in wine prices. The changes are expected to particularly benefit premium and European wines. On-trade distribution expert, Imbert, anticipates that the high level of competition will lead importers to reduce costs, passing savings onto customers, including retailers and restaurants.