Alcoholic Drinks in Malaysia
Euromonitor International's Alcoholic Drinks in Malaysia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 149 | Publication date: Jan 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks market returns to positive performance in 2007
After declining volume sales in 2006, the alcoholic drinks market in Malaysia posted moderate volume growth in 2007. This was largely due to less increase in excise and import duties on alcoholic drinks under the Malaysian Government’s 2007 budget plan, compared to the previous years in the review period. The changes to excise tax affected only spirits due to their higher alcohol content compared with other products. For other alcoholic drinks such as beer, wine and RTDs, there was no increase in excise tax in 2007.
In addition, the introduction of security ink has helped the industry by hindering smuggling activities for alcoholic drinks. The security ink helps the Customs Department in detecting whether the duty on alcoholic drinks has been paid. This new technology, which was introduced in 2006, has been implemented for beer and stout in Malaysia. In 2006 alone it actually helped the Customs Department gain an additional RM125 million in revenue. While the figures for 2007 have yet to be released, the security ink is expected to continue having a positive impact on the industry.
Rising health trend leads to wine’s strong showing
Alcoholic drinks on the whole in Malaysia do not have a positive image for religious reasons, and also the unhealthy aspects of alcoholic drinks’ consumption. In particular, as health consciousness among Malaysian consumers increases along with consumers’ affluence and education, the industry faced more negative press over the review period. Alcoholic drinks with a more positive health image have benefited from rising health awareness among consumers, with wine the most obvious beneficiary. As a result, wine’s performance was very strong over the review period, with faster volume growth in 2007 due to its image of being the least unhealthy of alcoholic drinks. In addition, active marketing and promotional activities regarding healthy lifestyles by industry players, such as regular wine articles in local media, and regular wine tasting sessions, have also fuelled demand.
Beer players still dominate alcoholic drinks market
The Malaysian alcoholic drinks industry is rather consolidated with several key players. Over the review period the industry continued to be dominated by beer, which is a duopoly led by foreign players Carlsberg Brewery Malaysia Bhd and Guinness Anchor Bhd. While local players such as Luen Heng Agency Sdn Bhd also have a notable presence, it is typically for non-beer products, and thus they held only rather small value shares up to 2006. As Malaysia does not have a strong drinking culture, most of the brands present and dominant are international brands such as Carlsberg and Heineken, or regional brands such as Tiger.
More positive outlook for the industry
The alcoholic drinks market in Malaysia is expected to continue performing positively over the forecast period, and at a better pace than seen over the review period. All products within the alcoholic drinks market, except negligible cider/perry, are expected to see positive growth. The improved performance will continue to be generated by more significant demand for well known brands, which are expected to become increasingly significant in coming years.
Table of contents
ALCOHOLIC DRINKS IN MALAYSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks market returns to positive performance in 2007
Rising health trend leads to wine’s strong showing
Beer players still dominate alcoholic drinks market
More positive outlook for the industry
KEY TRENDS AND DEVELOPMENTS
Less harmful excise tax hike and security ink introduction boost sales
Flavour innovations become more popular thanks to younger drinkers
Increased consumer sophistication leads to trading up
Female drinkers with higher disposable income become more prominent
Fortified products grow in visibility to address growing health awareness
Specialist retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Beer Brand 2007 – Carlsberg
Table 4 Selling Margin of a Typical Imported Wine Brand 2007 – Lindemans Cawarra
Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Joker 10
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007 – Chivas Regal 12 YO
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 2 Research Sources
LOCAL COMPANY PROFILES - MALAYSIA
DUNCAN GILBEY (M) SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Duncan Gilbey (M) Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 4 Duncan Gilbey (M) Sdn Bhd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Duncan Gilbey (M) Sdn Bhd: Competitive Position 2006
LUEN HENG AGENCY SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Luen Heng Agency Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Luen Heng Agency Sdn Bhd: Competitive Position 2006
MUIHUA SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Muihua Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Muihua Sdn Bhd: Competitive Position 2006
SUB ZERO SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Sub Zero Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Sub Zero Sdn Bhd: Competitive Position 2006
WINEPAK CORP SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Winepak Corp (M) Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 Winepak Corp (M) Sdn Bhd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Winepak Corp Sdn Bhd: Competitive Position 2006
BEER IN MALAYSIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 15 Lager by Price Band 2007
Published data comparisons
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2002-2007
Table 24 Sales of Beer by Subsector: Total Value 2002-2007
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 26 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 31 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 32 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Value 2001-2006
Table 34 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 35 Beer Imports by Country of Origin: Total Value 2001-2006
Table 36 Company Shares of Beer by National Brand Owner 2002-2006
Table 37 Company Shares of Beer by Global Brand Owner 2002-2006
Table 38 Brand Shares of Beer 2003-2006
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 40 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN MALAYSIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 43 Sales of Cider/Perry: Total Volume 2002-2007
Table 44 Sales of Cider/Perry: Total Value 2002-2007
Table 45 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 46 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 51 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 52 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 53 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 54 Brand Shares of Cider/Perry 2003-2006
RTDS/HIGH-STRENGTH PREMIXES IN MALAYSIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 55 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 56 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 57 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 58 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 59 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 60 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 61 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 63 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 64 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 65 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 66 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 67 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 68 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 69 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN MALAYSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 70 Sales of Wine by Subsector: Total Volume 2002-2007
Table 71 Sales of Wine by Subsector: Total Value 2002-2007
Table 72 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 73 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 74 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 75 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 76 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 77 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 78 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 79 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 80 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 81 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 82 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 83 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 84 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 85 Sales of Still Red Wine by Quality Classification 2002-2007
Table 86 Sales of Still White Wine by Quality Classification 2002-2007
Table 87 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 88 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 89 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 90 Wine Exports by Country of Destination: Total Value 2001-2006
Table 91 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 92 Wine Imports by Country of Origin: Total Value 2001-2006
Table 93 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 94 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 95 Brand Shares of Still Light Grape Wine 2003-2006
Table 96 Company Shares of Champagne by National Brand Owner 2003-2006
Table 97 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 98 Brand Shares of Champagne 2003-2006
Table 99 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 100 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 101 Brand Shares of Other Sparkling Wine 2003-2006
Table 102 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 103 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 104 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 105 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 106 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 107 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 108 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN MALAYSIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Published data comparisons
SECTOR DATA
Table 109 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 110 Sales of Spirits by Subsector: Total Value 2002-2007
Table 111 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 112 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 113 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 114 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 115 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 116 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 117 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 118 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 119 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 120 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 121 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 122 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 123 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 124 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 125 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 126 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 127 Liqueurs Production: Total Volume 2001-2006
Table 128 Company Shares of Spirits by National Brand Owner 2002-2006
Table 129 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 130 Brand Shares of Spirits 2003-2006
Table 131 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 132 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 133 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 134 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012