APISWA: Making the Economic Case for Wine and Spirits

Across Southeast Asia, international wine and spirits producers operate under some of the region's most restrictive rules: Thailand's afternoon sales ban, high import taxes and tight advertising limits. APISWA, the industry alliance, needed policymakers to see the sector differently, as a contributor to tourism recovery, hospitality jobs and tax revenue rather than a problem to be contained.

It needed credible evidence, clear public policy talking points and a media strategy that could reach and influence government audiences in Thailand, Cambodia, Laos and Myanmar during the months when key policy decisions were being shaped.

The insight was that policy conversations shift when the argument is framed in the government's own terms: growth, tourism and premiumisation aligned with Thailand 4.0. Ruder Finn Era worked with APISWA on an Oxford Economics report quantifying the international wine and spirits value chain, then built key messaging and advocacy strategies for each market.

The report was launched with a panel of industry leaders in Bangkok in February 2024, followed by a group interview for tier-one business and policy media, phased pitching to broader outlets and stakeholder commentary from hospitality and trade associations to keep the story alive through the key policy months.