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1、INTERNATIONAL WINE AND SPIRITS INASEAN:THE ECONOMIC CONTRIBUTION OF THE INTERNATIONAL WINE AND SPIRITS VALUE CHAIN IN THAILAND AND VIETNAMJULY 20231The Economic Contribution of International Wine and Spirits in ASEANTABLE OF CONTENTSExecutive summary1.Introduction2.The alcohol market in Southeast As

2、ia2.1 The alcohol market in Thailand2.2 The alcohol Market in Vietnam3.The benefits of premiumisation3.1 Premiumisation in Thailand and Vietnam3.2 Economic benefits of premiumisation3.3 Business and employment opportunities3.4 Supporting government objectives4.International wine and spirits economic

3、 impact4.1 The economic impact of IWS in Thailand4.2 The economic impact of IWS in Vietnam5.ConclusionAbout Oxford Economics411131417 212123313537384451523The Economic Contribution of International Wine and Spirits in ASEANEconomies in ASEAN were heavily impacted by the COVID-19 pandemic.This impact

4、 was particularly severe in the tourism and hospitality sectors,which generated approximately 12%of GDP in Southeast Asian economies before the pandemic and provided around 11%of employment.*As travel and tourism across the region continues to rebound,this report studies the contribution of internat

5、ional wine and spiritsa key component of the tourism and hospitality offeringto the recovery in Thailand and Vietnam.Findings show how,premiumization,the broad trend of consumers trading up and drinking better,not more,delivers greater multiplier effects and positive downstream impacts to wholesale,

6、retail and other operators along the value chain.For a sector that is mostly composed of micro,small and medium sized enterprises,the qualitative nature of this economic contribution is also important.Case studies in these two markets spotlight how entrepreneurs have harnessed the value generation f