Thailand gets a taste for Cornish cider

Thai regions like Bangkok, Phuket and Chiang Mai are "seeing growing interest in real, authentic cider," according to the MD of a global distributor that has just signed a three-year deal to export UK cider to the south-east Asian country. The sizable tourist population, along with its balmy climate, makes Thailand an untapped market brimming with potential for real cider, according to Craig Johnstone, MD of distributor Cheers Global. The exporter has just signed an exclusive-rights deal to ship products from Cornwall's biggest cider producer Healeys to Thailand, saying that "while the Thai market is still largely dominated by beer and spirits, popular tourist destinations such as Bangkok, Phuket and Chiang Mai are seeing growing interest in authentic cider." Noting the tropical climate as one reason why he sees cider taking off in the south-east Asian country, Johnstone adds that “real ciders offer an alternative to the mass-produced options that many [Thai] consumers are used to." Speaking to db earlier this year, Martin Thatcher of Thatcher's Cider expressed the same sentiment, saying: " While high volume, budget brands are struggling, quality, authentic brands are in growth. The brands that stand out above the rest are those that are specialists in their field, where making great cider is their one and only priority."

Rattler range

Healeys Cornish Cyder Farm, based in Truro, will send a wide selection of ciders from its Rattler range to Thailand as part of the new three-year global export agreement. “It’s incredibly exciting to see Rattler heading overseas,” says MD Joe Healey. “This marks a new chapter for us as we introduce our Cornish cider to a global audience. Rattler is already a firm favourite here in the UK, and we’re thrilled to share a taste of Cornwall with new fans around the world. As a family business, it’s a proud moment - and one we’re looking forward to building on in the months and years ahead.” Thailand will take kegs of the cider-maker's Rattler Gold (4.2%), as well as bottled ciders in various flavours including Rattler Strawberry & Lime, Rattler Berry, Rattler Tropical, Rattler Pineapple, Rattler Peach, Rattler Mango (all 3.4%), and Rattler Pear (4%). Furthermore, the brand's alcohol-free cider Rattler Zero will also get a three-year chance to make its mark in Thai tourist regions. Founded in 1986, when the Healey family planted its first orchards, Healey's Cornish Cyder Farm now sorts, mills and presses around 2,000 tonnes of apples per year, and fills up to 500 kegs per day in its on-site plant. "I love the variety, the flexibility, the speed of change and ability to create something that can then be enjoyed by thousands of people," says Joe Healey. "Being a small business, we all muck in where needed... from hand-picking apples to maturing cider in carefully selected barrels."

On-trade appeal

The cider industry is currently valued at about £2 billion in UK pubs, bars and restaurants, according to the Heineken Cider Report 2025, with premium flavoured ciders making up a massive 72% of sales. It will take time for Thailand to rack up anywhere near this sum, and education about England's cider-making regions must be high-up on the agenda for brands looking to enter the market. The fact that Thailand is about to relax regulations on alcohol sales and advertising will be also be a big help in advancing the popularity of cider there. A 53-year-old ban on selling alcohol between the hours of 2pm and 5pm in Thailand is on the cusp of being scrapped in order to make the country more appealing to international visitors, and if the amendments are passed by the Thai Senate it will also free up alcohol brands to market their products more visibly. Meanwhile, Suntory Global Spirits has created a new 'Commercial Excellence' department to enhance consumer engagement and drive business growth in key APAC markets, including Thailand. Masato Hayashi, president, APAC and global commercial excellence for Suntory Global Spirits, said the establishment of the team was a “critical step to strengthening our regional capabilities and accelerating growth”, indicating that the Thai market is becoming of increasing importance to brands.