November 10, 2025, 10:38 am | Read time: 3 minutes
Summer, sun, sundowner. Whether at dinner, on the beach, or partying–for many vacationers, a cool drink is simply part of a successful trip. However, in Thailand, residents and tourists must now prepare for stricter rules regarding the sale and consumption of alcohol.
When it comes to alcohol sales, Thailand has always been strict. Until now, the rule was: No alcohol could be sold between 2 p.m. and 5 p.m.–neither in restaurants nor in stores. A rule that often surprises many tourists. Earlier this year, there was talk of relaxing the regulations as part of the “Amazing Thailand Grand Tourism & Sports Year 2025” campaign. Instead, they have now been further tightened.
Strict Rules for Alcohol Sales
The regulations regarding afternoon alcohol sales in Thailand were introduced in the 1970s by the then-military government. Originally, they aimed to curb excessive alcohol consumption by officials during lunch breaks. Since then, alcohol sales have been prohibited nationwide between 2 p.m. and 5 p.m., as well as on Buddhist holidays and election days. Violations are punishable by fines or even imprisonment.
An ordinance that has long caused discontent among restaurant and supermarket operators. According to “Channel News Asia,” numerous businesses have already filed complaints against the legal restrictions. The reason: The regulations negatively impact tourism. The focus is particularly on the lost revenue from alcohol sales to tourists, who are sometimes unaware of the restrictions.
Tightening of Alcohol Control Legislation
Despite criticism from restaurant and shop owners, a stricter alcohol law has been in effect in Thailand since November 8, which can now also be costly for tourists. According to the revised “Alcoholic Beverage Control Act,” the sale and consumption of alcohol are only permitted between 11 a.m. and 2 p.m. and 5 p.m. and midnight. Violators face severe penalties.
Not only operators but also buyers are affected: Even tourists can be penalized if they drink alcohol outside the permitted times. Fines of up to 10,000 Thai baht, approximately 270 euros, are possible. The new law also bans advertising for alcoholic beverages–even with celebrities, as reported by the “Bangkok Post.” According to “Nation Thailand,” international airports, licensed entertainment venues such as bars, and hotels are exempt from the regulation. However, this does not apply to simple cafes and eateries without entertainment.
Alcohol consumption under the age of 20 is prohibited in public in Thailand and is punishable. Drinking alcohol inside a vehicle is also not allowed, according to the “Auswärtiges Amt”.