Alcoholic Drinks in Singapore

Euromonitor International's Alcoholic Drinks in Singapore 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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• Get insight into trends in market performance
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Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Increased consumer interest leads to growth

Coupled with increasing sophistication and education among consumers, local people were also becoming more exploratory in the alcoholic drinks they consume, even more willing to try out the different varieties available. Manufacturers were also not just reacting to consumer demands, but were proactive in bringing in more exotic brands across alcoholic drinks in a bid to stimulate new interest and demand. On-trade channels were especially vibrant, with entrepreneurs cashing in on the popularity of microbreweries and seeing a fifth player, Red Dot Brewhouse, join the fray in 2008, alongside dedicated whisk(e)y bars opened to cater to the high-end consumers.

Wine continues to create a storm

Still riding on the positive publicity about still light red wine having health benefits, wine remained the fastest-growing alcoholic drinks sector in 2008. Retailers were also no longer satisfied with just offering consumers a series of wine, but engaged in wine appreciation and wine tasting, or even featured the top 10 best-tasting wines as listed in newspapers, all as a means of creating new interest among consumers. Wine was also made easier to drink with the first blended brand, called Everyday Red and Everyday White, entering Singapore, eliminating the consumer need to have to choose between different varietals. Aside from this, on-trade channels were also involved in educating consumers on pairing the correct wine with different types of food or cuisine, further stimulating new interest among consumers.

Alcoholic drinks remains consolidated

Domestic player Asia Pacific Breweries (S) Pte Ltd continued to clearly lead the alcoholic drinks market in 2007, with its dominance in beer the key contributory reason. Other key players include Pernod Ricard (S) Pte Ltd and Riche Monde Pte Ltd, as they continue to lead in spirits. With the rise in drink-driving cases in Singapore, players such as Pernod Ricard (S) Pte Ltd also cooperated with the Singapore government to hold various campaigns to infuse responsibility into consumers when drinking, further improving its image as a socially responsible company.

Food/drink/tobacco specialists gain a stronger foothold

Following the influx of wine specialist retailers towards the end of the review period, 2008 saw them gaining a stronger foothold in alcoholic drinks, with all boasting that they carry their own exclusive wine labels. Moreover, these specialist retailers were fast expanding their coverage across the nation, with some even moving into residential areas as a means of creating new interest among consumers. Whisk(e)y specialist retailers are also seeing a more positive consumer response due to consumers being more knowledgeable. Aside from the vast product choice, food/drink/tobacco specialists were largely favoured for their knowledgeable staff, who can provide useful advice for novices as well as product recommendations that best fit a consumer’s needs.

Positive performance expected for alcoholic drinks

Alcoholic drinks can expect to see a continued positive performance in the forecast period with the upcoming events such as the Youth Olympic Games 2010 alongside openings of the two Integrated Resorts in Singapore, which are likely to boost on-trade consumption. Improved knowledge among consumers about the various brands available as they have travelled more widely will also assist the growth of alcoholic drinks in the forecast period as they become more willing to try out the different varieties available.

Table of contents

ALCOHOLIC DRINKS IN SINGAPORE : MARKET INSIGHT

EXECUTIVE SUMMARY

Increased consumer interest leads to growth

Wine continues to create a storm

Alcoholic drinks remains consolidated

Food/drink/tobacco specialists gain a stronger foothold

Positive performance expected for alcoholic drinks

KEY TRENDS AND DEVELOPMENTS

Alcoholic drinks being marketed to the heartlands

Increased efforts that focus on drink driving

Improved consumer knowledge about alcoholic drinks

Rise in tourism boosts alcoholic drinks growth

Consumer wellbeing increasingly being taken into consideration

Specialist Retailers

Summary 1 Leading Specialist Retailers 2007

Market Merger and Acquisition Activity

Summary 2 Speculated Merger and Acquisition Activity 2007-2008

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 – Tiger

Table 4 Selling Margin of a Typical Imported Wine Brand 2008 – Penfolds Koonunga Hill

Table 5 Selling Margin of a Typical Imported Spirits Brand 2008 – Chivas Regal 12 YO

OPERATING ENVIRONMENT

Contraband/Parallel Trade

Duty Free

Cross-border/Private imports

MARKET INDICATORS

Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008

MARKET DATA

Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008

Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008

Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008

Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008

Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008

Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007

Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008

Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008

Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013

Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013

Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013

Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013

DEFINITIONS

Summary 3 Research Sources

LOCAL COMPANY PROFILES - SINGAPORE

6 DRUNK MEN PTE LTD - ALCOHOLIC DRINKS - SINGAPORE

STRATEGIC DIRECTION

KEY FACTS

Table 22 Summary1 Drunk Men Pte Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Table 23 Summary2 Drunk Men Pte Ltd: Competitive Position 2007

ASIA PACIFIC BREWERIES (S) PTE LTD - ALCOHOLIC DRINKS - SINGAPORE

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Asia Pacific Breweries (S) Pte Ltd: Key Facts

Summary 5 Asia Pacific Breweries (S) Pte Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Asia Pacific Breweries (S) Pte Ltd: Competitive Position 2007

CRYSTAL WINES & SPIRITS PTE LTD - ALCOHOLIC DRINKS - SINGAPORE

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Crystal Wines Pte Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

CULINA PTE LTD - ALCOHOLIC DRINKS - SINGAPORE

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Culina Pte Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

SINGAPORE STRAITS WINE CO PTE LTD - ALCOHOLIC DRINKS - SINGAPORE

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Singapore Straits Wine Co Pte Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

BEER IN SINGAPORE

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 24 Sales of Beer by Subsector: Total Volume 2003-2008

Table 25 Sales of Beer by Subsector: Total Value 2003-2008

Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008

Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008

Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008

Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008

Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007

Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007

Table 34 Beer Exports by Country of Destination: Total Value 2002-2007

Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007

Table 36 Beer Imports by Country of Origin: Total Value 2002-2007

Table 37 Company Shares of Beer by National Brand Owner 2003-2007

Table 38 Company Shares of Beer by Global Brand Owner 2003-2007

Table 39 Brand Shares of Beer 2004-2007

Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013

Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013

Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013

Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013

CIDER/PERRY IN SINGAPORE

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published data comparisons

SECTOR DATA

Table 44 Sales of Cider/Perry: Total Volume 2003-2008

Table 45 Sales of Cider/Perry: Total Value 2003-2008

Table 46 Sales of Cider/Perry: % Total Volume Growth 2003-2008

Table 47 Sales of Cider/Perry: % Total Value Growth 2003-2008

Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008

Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008

Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008

Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008

Table 52 Company Shares of Cider/Perry by National Brand Owner 2003-2007

Table 53 Company Shares of Cider/Perry by Global Brand Owner 2003-2007

Table 54 Brand Shares of Cider/Perry 2004-2007

Table 55 Forecast Sales of Cider/Perry: Total Volume 2008-2013

Table 56 Forecast Sales of Cider/Perry: Total Value 2008-2013

Table 57 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013

Table 58 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013

RTDS/HIGH-STRENGTH PREMIXES IN SINGAPORE

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published data comparisons

SECTOR DATA

Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008

Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 67 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 68 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 69 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN SINGAPORE

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

Published data comparisons

SECTOR DATA

Table 74 Sales of Wine by Subsector: Total Volume 2003-2008

Table 75 Sales of Wine by Subsector: Total Value 2003-2008

Table 76 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 77 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 78 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 79 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 80 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 81 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 82 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 83 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 84 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 85 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 86 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 87 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 88 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 89 Sales of Still Red Wine by Quality Classification 2003-2008

Table 90 Sales of Still White Wine by Quality Classification 2003-2008

Table 91 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 92 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 93 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 94 Wine Exports by Country of Destination: Total Value 2002-2007

Table 95 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 96 Wine Imports by Country of Origin: Total Value 2002-2007

Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 99 Brand Shares of Still Light Grape Wine 2004-2007

Table 100 Company Shares of Champagne by National Brand Owner 2004-2007

Table 101 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 102 Brand Shares of Champagne 2004-2007

Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 105 Brand Shares of Other Sparkling Wine 2004-2007

Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 108 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 109 Company Shares of Non-grape Wine by National Brand Owner 2004-2007

Table 110 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007

Table 111 Brand Shares of Non-grape Wine 2004-2007

Table 112 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 113 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 114 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 115 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN SINGAPORE

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 116 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 117 Sales of Spirits by Subsector: Total Value 2003-2008

Table 118 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 119 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 120 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 121 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 122 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 124 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 125 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 126 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 127 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 128 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 129 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 130 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 131 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 132 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 133 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 134 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 135 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 136 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 137 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 138 Liqueurs Production: Total Volume 2002-2007

Table 139 Company Shares of Spirits by National Brand Owner 2003-2007

Table 140 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 141 Brand Shares of Spirits 2004-2007

Table 142 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 143 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 144 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 145 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013