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: 139 | Publication date: Mar 2009
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
No increase in excise duty leads to a better performance for alcoholic drinks
Alcoholic drinks in Malaysia posted stronger volume growth in 2008 as a result of the government’s decision not to increase any excise duties on alcoholic drinks for the year. Coupled with the rising affluence of consumers, alcoholic drinks thus saw stronger volume growth in 2008, when consumers who in the past turned to contraband as a cheaper alternative started to switch back to duty-paid products. Moreover, the increased number of female drinkers in Malaysia as a result of the rising number of women in the workforce also contributed to the stronger volume growth for alcoholic drinks in Malaysia.
Cocktail concoctions enjoy rising popularity among consumers
White spirits, namely vodka and gin, enjoyed strong volume growth in 2008. This was largely boosted by the rising consumption of cocktail concoctions in Malaysia towards the end of the review period, with consumers viewing them as a sophisticated drink and consuming them largely in on-trade channels during social gatherings. Cocktails are also largely favoured by female drinkers, who view them as being easier to drink rather than consuming the neat shots directly. New drinkers, mainly youths, also see cocktails as an interesting drink and a cheaper alternative than shots at on-trade channels.
Multinational players dominate
Unsurprisingly, Guinness Anchor Bhd and Carlsberg Brewery Malaysia Sdn Bhd were the top two players in Malaysia, with their dominance in beer, the best-selling alcoholic drink in Malaysia, as the key contributory reason. Domestic players remain largely present as distributors for key multinational brands in Malaysia, with those companies involved in manufacturing just present in “other spirits” such as ad-mix rum. Marketing and promotional campaigns run in both on-trade and off-trade channels were still constantly engaged in by players during 2008 as a means to expand their consumer base and reinforce awareness among consumers.
Supermarkets/hypermarkets command the largest distribution share
In 2008, supermarkets/hypermarkets were still the main off-trade channel for alcoholic drinks in Malaysia. This is mainly because of the convenience of one-stop shopping, particularly in relation to hypermarkets. In addition, several key supermarket and hypermarket chains engaged in a price war during 2008 that allowed consumers to enjoy bargains on their favourite alcoholic drinks easily. Independent food stores were the second most important off-trade channel for the sale of local spirits such as ad-mix gin, largely due to these outlets’ proliferation in rural areas and the consumer profile for these drinks remaining largely those on low incomes.
Positive outlook for alcoholic drinks
Over the forecast period, growth in alcoholic drinks is expected to be positive as it is still largely viewed as a drink for consumers during social gatherings and as a stress reliever after a hard day at work. However, government movements in terms of excise duties remain key to the fate of alcoholic drinks in the forecast period, as any increases are likely to dampen consumer demand for duty-paid alcoholic drinks, as they are unwilling to fork out extra for their usual drinks. With still red wine continuing to earn a reputation as a drink that is beneficial to the health in Malaysia; it will thus be the fastest-growing alcoholic drink in the forecast period, with still white wine following closely behind.
Table of contents
ALCOHOLIC DRINKS IN MALAYSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
No increase in excise duty leads to a better performance for alcoholic drinks
Cocktail concoctions enjoy rising popularity among consumers
Multinational players dominate
Supermarkets/hypermarkets command the largest distribution share
Positive outlook for alcoholic drinks
KEY TRENDS AND DEVELOPMENTS
Limited edition products attract consumer interest
Developments in secondary towns benefit alcoholic drinks
Themed activities by manufacturers to build brand image
Exposure to more premium brands in on-trade channels
Cocktail drink trend among younger drinkers
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 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008 – Carlsberg
Table 4 Selling Margin of a Typical Imported Wine Brand 2008 – Lindemans Cawarra
Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2008 – Joker 10
Table 6 Selling Margin of a Typical Imported Spirits Brand 2008 – Chivas Regal 12 YO
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Sources
Summary 2 Research Sources
LOCAL COMPANY PROFILES - MALAYSIA
ALBERT WINES & SPIRITS (M) SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Albert Wines & Spirits (M) Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Albert Wines & Spirits (M) Sdn Bhd: Competitive Position 2007
CHUA SONG SENG SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Chua Song Seng Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
MILAWA (M) SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Milawa (M) Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
P H PRODUCTS SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 P H Products Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 P H Products Sdn Bhd: Competitive Position 2007
TONG WOH ENTERPRISE SDN BHD - ALCOHOLIC DRINKS - MALAYSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Tong Woh Enterprise Sdn Bhd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
BEER IN MALAYSIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 10 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2003-2008
Table 24 Sales of Beer by Subsector: Total Value 2003-2008
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 26 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 31 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Value 2002-2007
Table 34 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 35 Beer Imports by Country of Origin: Total Value 2002-2007
Table 36 Company Shares of Beer by National Brand Owner 2003-2007
Table 37 Company Shares of Beer by Global Brand Owner 2003-2007
Table 38 Brand Shares of Beer 2004-2007
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 40 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN MALAYSIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
RTDS/HIGH-STRENGTH PREMIXES IN MALAYSIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 51 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 52 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 53 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN MALAYSIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 58 Sales of Wine by Subsector: Total Volume 2003-2008
Table 59 Sales of Wine by Subsector: Total Value 2003-2008
Table 60 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 61 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 62 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 66 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 67 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 68 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 69 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 70 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 71 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 73 Sales of Still Red Wine by Quality Classification 2003-2008
Table 74 Sales of Still White Wine by Quality Classification 2003-2008
Table 75 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 76 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 77 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 78 Wine Exports by Country of Destination: Total Value 2002-2007
Table 79 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 80 Wine Imports by Country of Origin: Total Value 2002-2007
Table 81 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 82 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 83 Brand Shares of Still Light Grape Wine 2004-2007
Table 84 Company Shares of Champagne by National Brand Owner 2004-2007
Table 85 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 86 Brand Shares of Champagne 2004-2007
Table 87 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 88 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 89 Brand Shares of Other Sparkling Wine 2004-2007
Table 90 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 91 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 92 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 93 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 94 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 95 Brand Shares of Non-grape Wine 2004-2007
Table 96 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 97 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 98 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 99 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
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 100 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 101 Sales of Spirits by Subsector: Total Value 2003-2008
Table 102 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 103 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 104 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 105 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 106 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 107 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 108 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 109 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 110 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 111 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 112 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 113 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 114 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 115 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 116 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 117 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 118 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 119 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 120 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 121 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 122 Liqueurs Production: Total Volume 2002-2007
Table 123 Company Shares of Spirits by National Brand Owner 2003-2007
Table 124 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 125 Brand Shares of Spirits 2004-2007
Table 126 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 127 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 128 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 129 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013