Select Country Report
2025 Developments
Alcoholic drinks in Indonesia demonstrate stronger growth than most other Asia Pacific countries, with total volume up 4% to 327.9 million litres and value climbing 9% to IDR49,916.9 billion in 2025, fuelled by robust economic conditions and rising disposable incomes. While the environment is attractive due to premiumisation, local flavour innovation, and the scale of beer and emerging wine and spirits, growth is tempered by evolving consumer preferences, especially among younger drinkers who are increasingly mindful of their consumption and drawn to authentic, occasion-specific, and healthier alternatives. Brands that succeed in this landscape are those that innovate with local and tropical flavours, segment their portfolios with clear value and premium propositions, and adapt distribution strategies to thrive under strict retail regulations and an urbanising, experience-seeking population.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Indonesia?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Indonesia?
- How are products distributed in Indonesia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Indonesia
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Economic Stability Supports Growth in 2025
Bir Bintang Arak Jeruk Wins Young Adult Drinkers with Local Flavours
Chart 2 Flavour Experiments Shape Demand
Premiumisation and Mindful Drinking Reshape Product Portfolios
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Younger Consumers of Legal Drinking Age Drive Demand for Authentic and Mindful Experiences
Local Flavours and Premium Stories Reshape Brand Engagement
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Multi Bintang Indonesia Extends Lead as Local Rivals Innovate
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Specialty Liquor Stores and Minimarkets Gain Ground
Specialist Liquor Platforms Drive Modest E-Commerce Growth through Curated Access
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Bir Bintang Arak Jeruk Leverages Local Flavours to Capture Young Adults
Hatten and Sababay Expand Access through Value-Driven Wine Innovation
Chart 10 Indonesia's Wine Market Becoming Polarised
Flavour Innovation and Polarisation Inform the Market
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Economic Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Chart 16 Consumer Context for Alcoholic Drinks
Beer in Indonesia
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Multi Bintang Attracts Gen Z with Nolo Innovation and Local Flavours
Chart 18 Bir Bintang Taps into Nolo Revolution
Bir Bintang and Beaches Brewing Co Broaden Appeal through Innovation
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Chart 21 Gen Z Turn to Non Alcoholic Beer
Gen Z and Female Drinkers to Fuel Growth in Nolo and Flavoured Beer
Brewers Invest in Health, Flavour and Pricing to Capture Shifting Demand
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Multi Bintang Leverages Brand Strength and Distribution to Widen Its Lead
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Licensed Outlets Drive Beer Sales as Regulatory Barriers Shape Retail Strategies
E-Commerce Builds Presence but Remains Limited by Regulation
Bir Bintang and Beaches Brewing Drive Relevance with Flavour and Nolo Launches
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Economic Context for Beer
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Chart 31 Consumer Context for Beer
Cider/Perry in Indonesia
Key Data Insights
Cider/Perry Summary
Chart 32 Key Industry Trends for Cider/Perry
Chart 33 Strongbow’S Packaging Speaks to Everyone
Strongbow Advances Accessibility While Consumer Budgets Tighten
Chart 34 Kopparberg’S Flavour Innovation
Kopparberg and Somersby Maintain Relevance with Flavour Innovation
Chart 35 Volume Sales 2020-2030
Chart 36 Volume Sales by Category 2025
Albens Adapts Tropical Flavours to Attract Urban Drinkers
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Albens Leverages Retail Presence to Secure Ongoing Dominance
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Supermarkets and Hypermarkets Expand Access to Cider/Perry
Licensed Specialty Shops and Delivery Services Target Tech-Savvy Urban Drinkers
Chart 41 Real Gdp Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Economic Context for Cider/Perry
Chart 44 Population 2020-2030
Chart 45 Population by Generation 2025
Chart 46 Consumer Context for Cider/Perry
Rtds in Indonesia
Key Data Insights
Rtds Summary
Chart 47 Key Industry Trends for Rtds
Chart 48 Batavia Highball Targets Wellness-Conscious Consumers
Orang Tua Focuses on Wellness and Everyday Occasions
Coco Bali Leverages Local Ingredients to Elevate Value and Differentiation
Focus on Wellness Drives Innovation and New Consumption Occasions
Chart 49 Volume Sales 2020-2030
Chart 50 Volume Sales by Category 2025
Smirnoff Ice and Mix Max Refresh Visuals to Engage Gen Z
Premiumisation and Portability Reshape Demand for Rtds
Chart 51 Forecast Volume Sales 2020-2030
Chart 52 Forecast Volume Sales by Category 2025-2030
Chart 53 Coco Bali Uses Local Ingredients
Diageo Expands Share as Local Rivals Make Gains with Flavour Innovation
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Bars and Travel Retail Expand Reach as Modern Trade Weakens
Tokopedia and Shopee Connect Brands to Tech-Savvy Urban Shoppers
Batavia Highball Introduces Wellness Positioning
Mix Max Refreshes Packaging and Flavours to Engage Urban Consumers
Orang Tua’S Sangria Fizz Modernises Wine-Based Rtds for Social Occasions
Chart 56 Real Gdp Growth 2020-2030
Chart 57 Inflation 2020-2030
Chart 58 Economic Context for Rtds
Chart 59 Population 2020-2030
Chart 60 Population by Generation 2025
Chart 61 Consumer Context for Rtds
Spirits in Indonesia
Key Data Insights
Spirits Summary
Chart 62 Key Industry Trends for Spirits
Affluent Urban Drinkers Choose Premium Spirits for Experience and Quality
Other Spirits Brands Innovate to Maintain Leadership in a Changing Landscape
Chart 63 Crafting Perfection: Keris Single Malt Whisky
Keris Single Malt Whisky Leverages Heritage to Elevate Indonesian Spirits
Chart 64 Volume Sales 2020-2030
Chart 65 Volume Sales by Category 2025
Jobubu Jarum Minahasa Drives Local Heritage Spirits to Global Prominence
National Specialities Sustain Dominance as Local Innovation Broadens Appeal
Diageo and Pernod Ricard to Fuel Premiumisation
Chart 66 Forecast Volume Sales 2020-2030
Chart 67 Forecast Volume Sales by Category 2025-2030
Diageo Leverages Premium Portfolio and Distribution Reach to Sustain Lead
Chart 68 Company Shares 2025
Chart 69 Brand Shares 2025
Bars and Lounges Boost Sales by Elevating Spirits Experiences
Digital Platforms Shape Engagement but Face Sales Restrictions
Chart 70 Balinese Ingredients Enter Premium Spirits
Flavour and Heritage the Focus of Innovation
Johnnie Walker and Smirnoff Leverage Premiumisation and Sustainability
Chart 71 Real Gdp Growth 2020-2030
Chart 72 Inflation 2020-2030
Chart 73 Economic Context for Spirits
Chart 74 Population 2020-2030
Chart 75 Population by Generation 2025
Chart 76 Consumer Context for Spirits
Wine in Indonesia
Key Data Insights
Wine Summary
Chart 77 Key Industry Trends for Wine
Chart 78 Rise of Local Wine
Hatten Wines Leverages Local Heritage to Drive Authenticity and Growth
Sababay and Isola Wine Expand Access with Smaller Formats and Local Value
Chart 79 Heritage-Driven Winemaking at Hatten Wines
Premium Imports and Domestic Brands Balance Aspiration and Price Sensitivity
Chart 80 Volume Sales 2020-2030
Chart 81 Volume Sales by Category 2025
Premium Imports and Local Brands Shape Distinct Consumption Paths
Non-Grape Wine to Maintain Lead as Sparkling Options Accelerate
Chart 82 Forecast Volume Sales 2020-2030
Chart 83 Forecast Volume Sales by Category 2025-2030
Perindustrian Bapak Djenggot Pt Consolidates Lead as Local Brands Remain Niche
Chart 84 Company Shares 2025
Chart 85 Brand Shares 2025
Hotels and Restaurants Drive Premium Wine Occasions with Tourism-Led Demand
Specialty Wine Stores and Supermarkets Expand Access but Growth Remains Selective
E-Commerce Supports Discovery and Premium Selection for Urban Consumers
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Economic Context for Wine
Chart 89 Population 2020-2030
Chart 90 Population by Generation 2025
Chart 91 Consumer Context for Wine
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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