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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Malaysia

67 pages, Jun 2018

US$2,100

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Executive Summary

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Alcoholic drinks posts moderate growth, undeterred by soft sentiment

Recovering from the impact of the GST and excise tax adjustments in 2015 and 2016 respectively, alcoholic drinks registered moderate total volume growth in 2017. Despite the weak performance of the ringgit and soft consumer sentiment in 2017, demand for alcoholic drinks recovered, and consumers gradually adjusted to the new prices.

The health trend and premiumisation drive development

As consumers placed stronger emphasis on healthy lifestyles, 2017 saw an abundance of new product developments and brand extensions tapping into the health trend. Heineken Malaysia spearheaded the health trend by launching new low/non-alcoholic radlers under its Tiger brand, namely Tiger Radler Lime Mint at 0.

International players continue to lead alcoholic drinks

In 2017, alcoholic drinks in Malaysia continued to be dominated by international players, with Heineken Malaysia leading, followed by Carlsberg Brewery Malaysia and Pernod Ricard Malaysia. Although Heineken Malaysia saw a marginal setback in its total volume share, the company managed to maintain its dominance in alcoholic drinks in Malaysia, which was due to its wide brand offering and long-standing brand image within Malaysian society.

Higher volume growth observed in the on-trade channel

The on-trade channel saw higher volume growth than the off-trade channel in 2017, mainly driven by the rising number of mid-priced and economy lager brands in on-trade channels, and the booming cocktail culture featuring the use of gin. More on-trade outlets are adding alcoholic drinks options to their menus; for example, with the increasing presence of Chang beer in Thai restaurants and Tsingtao in Chinese restaurants.

Premiumisation and health trends are set to continue

Over the forecast period, the premiumisation trend is expected to continue in beer and gin, resulting in higher forecast total volume growth. This will mainly be driven by the heightened knowledge and appreciation of wheat beer and gin.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Malaysia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Malaysia for free:

The Alcoholic Drinks in Malaysia market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Malaysia?
What are the major brands in Malaysia?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in Malaysia

EXECUTIVE SUMMARY

Alcoholic drinks posts moderate growth, undeterred by soft sentiment

The health trend and premiumisation drive development

International players continue to lead alcoholic drinks

Higher volume growth observed in the on-trade channel

Premiumisation and health trends are set to continue

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2012-2017

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

Summary 2 Key New Product Developments 2016/2017

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 13 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

SOURCES

Summary 3 Research Sources

Beer in Malaysia

HEADLINES

PROSPECTS

Premiumisation persists despite weak sentiment

The increasing availability of beer on-trade

Forecast period trends

COMPETITIVE LANDSCAPE

New launches with a health spin

International players maintain their dominance in beer, led by Heineken Malaysia

Carlsberg Brewery Malaysia follows

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2017

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2012-2017
Table 19 Sales of Beer by Category: Total Value 2012-2017
Table 20 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 21 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 26 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 27 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 28 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 29 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 30 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Cider/Perry in Malaysia

HEADLINES

PROSPECTS

Strong growth spearheaded by the off-trade channel

Varying cider brands to appeal to a wider consumer base

Forecast period trends

COMPETITIVE LANDSCAPE

Intensified competition amongst international players

Innovative marketing strategies to target millennials

Strong competition in the forecast period

CATEGORY DATA

Table 33 Sales of Cider/Perry: Total Volume 2012-2017
Table 34 Sales of Cider/Perry: Total Value 2012-2017
Table 35 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 36 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 41 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 42 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 43 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 44 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 45 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 46 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 47 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Rtds/High-Strength Premixes in Malaysia

HEADLINES

PROSPECTS

New alternatives for women

The on-trade channel maintains its dominance, despite off-trade growth

Forecast period trends

COMPETITIVE LANDSCAPE

Heineken continues its active marketing efforts despite declining sales

New international players are emerging in on-trade channels

The challenge is how to remain relevant

CATEGORY DATA

Table 48 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 49 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 50 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 51 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 52 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 53 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 54 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 55 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 56 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 57 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 58 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 59 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 60 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 61 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 62 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022

Spirits in Malaysia

HEADLINES

PROSPECTS

Whiskies players launch exclusive activation campaigns

Gin flourishes in the on-trade channel

Forecast period trends

COMPETITIVE LANDSCAPE

Brandy and cognac players increase their marketing

Pernod Ricard leads thanks to strong brands

Increasing marketing initiatives

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2017

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2012-2017
Table 64 Sales of Spirits by Category: Total Value 2012-2017
Table 65 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 66 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2012-2017
Table 72 Sales of White Rum by Price Platform: % Total Volume 2012-2017
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
Table 74 Sales of English Gin by Price Platform: % Total Volume 2012-2017
Table 75 Sales of Vodka by Price Platform: % Total Volume 2012-2017
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
Table 77 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 78 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 79 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 80 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 81 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022

Wine in Malaysia

HEADLINES

PROSPECTS

Emerging wine culture and rising number of wine bars and clubs

Off-trade remains the main sales channel

Forecast period trends

COMPETITIVE LANDSCAPE

Players increase promotions and marketing activities to attract consumers

Caldbeck Macgregor remains the leading player

The strong competition will lead to enhanced marketing strategies

CATEGORY DATA

Table 84 Sales of Wine by Category: Total Volume 2012-2017
Table 85 Sales of Wine by Category: Total Value 2012-2017
Table 86 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 87 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 88 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 89 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 90 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 91 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 92 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
Table 93 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
Table 94 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
Table 95 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
Table 96 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 97 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 98 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
Table 99 GBO Company Shares of Champagne: % Total Volume 2013-2017
Table 100 NBO Company Shares of Champagne: % Total Volume 2013-2017
Table 101 LBN Brand Shares of Champagne: % Total Volume 2014-2017
Table 102 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 103 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 104 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
Table 105 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 106 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 107 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
Table 108 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 109 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 110 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 111 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

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Megatrends

Country Report

Alcoholic Drinks in Malaysia

New Report Guarantee

Executive Summary

New Report Guarantee

Alcoholic drinks posts moderate growth, undeterred by soft sentiment

The health trend and premiumisation drive development

International players continue to lead alcoholic drinks

Higher volume growth observed in the on-trade channel

Premiumisation and health trends are set to continue

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Malaysia

EXECUTIVE SUMMARY

Alcoholic drinks posts moderate growth, undeterred by soft sentiment

The health trend and premiumisation drive development

International players continue to lead alcoholic drinks

Higher volume growth observed in the on-trade channel

Premiumisation and health trends are set to continue

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

SOURCES

Beer in Malaysia

HEADLINES

PROSPECTS

Premiumisation persists despite weak sentiment

The increasing availability of beer on-trade

Forecast period trends

COMPETITIVE LANDSCAPE

New launches with a health spin

International players maintain their dominance in beer, led by Heineken Malaysia

Carlsberg Brewery Malaysia follows

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Cider/Perry in Malaysia

HEADLINES

PROSPECTS

Strong growth spearheaded by the off-trade channel

Varying cider brands to appeal to a wider consumer base

Forecast period trends

COMPETITIVE LANDSCAPE

Intensified competition amongst international players

Innovative marketing strategies to target millennials

Strong competition in the forecast period

CATEGORY DATA

Rtds/High-Strength Premixes in Malaysia

HEADLINES

PROSPECTS

New alternatives for women

The on-trade channel maintains its dominance, despite off-trade growth

Forecast period trends

COMPETITIVE LANDSCAPE

Heineken continues its active marketing efforts despite declining sales

New international players are emerging in on-trade channels

The challenge is how to remain relevant

CATEGORY DATA

Spirits in Malaysia

HEADLINES

PROSPECTS

Whiskies players launch exclusive activation campaigns

Gin flourishes in the on-trade channel

Forecast period trends

COMPETITIVE LANDSCAPE

Brandy and cognac players increase their marketing

Pernod Ricard leads thanks to strong brands