Alcoholic Drinks in Malaysia

Alcoholic Drinks in Malaysia

EXECUTIVE SUMMARY

Alcoholic drinks registers solid growth due to better consumer sentiment in 2018

Tax holiday does little to boost beer and cider sales in 2018

International players dominate alcoholic drinks market in 2018

Strong performance in on-trade channel drives category volume growth

Alcoholic drinks set to see faster growth mainly driven by premiumisation trend

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 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Malaysia

HEADLINES

PROSPECTS

Tax holiday sees consumers stocking up on beer in fear of higher new tax rate

Premium beer to see increased demand despite the cost

Growing product and brand availability on internet retailing channel

COMPETITIVE LANDSCAPE

Beer players revamp packaging amidst stiff competition from craft beer players

Heineken maintains leading position in beer

Carlsberg, craft beer players set to post stiffer competition

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2018
Table 18 Number of Breweries 2013-2018

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2013-2018
Table 20 Sales of Beer by Category: Total Value 2013-2018
Table 21 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 30 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Malaysia

HEADLINES

PROSPECTS

Cider/perry taps into millennial consumers for casual drinking occasions

Premiumisation and craft cider trends will benefit the category

Blurring lines between cider/perry and sparkling wine categories

COMPETITIVE LANDSCAPE

Carlsberg Brewery Malaysia leads category with growing volume share

Competition intensifies between leading international players

Local players, threatened by the leading ones, will need to focus on digital and below-the-line marketing strategies

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2013-2018
Table 35 Sales of Cider/Perry: Total Value 2013-2018
Table 36 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 37 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 45 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 46 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Spirits in Malaysia

HEADLINES

PROSPECTS

Other spirits volume sales dipped following new ruling on compounded hard liquor

Rum and gin in on-trade taps into rising cocktail trend

Cocktail movement expected to spread to second-tier cities

COMPETITIVE LANDSCAPE

Pernod Ricard grows its volume share with aggressive product launches

International players gain ground with robust performance

Following artisanal and premiumisation trends is imperative in this landscape

CATEGORY BACKGROUND

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

Summary 4 Benchmark Brands 2018

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2013-2018
Table 50 Sales of Spirits by Category: Total Value 2013-2018
Table 51 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 52 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 57 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 58 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 60 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 61 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 63 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 64 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 65 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 66 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 67 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Malaysia

HEADLINES

PROSPECTS

Wine-drinking culture heightened through strong promotional push and education

Booming retail outlets and wine-focused bars signify growing demand

Wine expected to become more popular as it becomes part of a lifestyle trend, and is set to attract more amateur drinks for being affordable

COMPETITIVE LANDSCAPE

Volume shares remain fragmented with international players taking lead

Caldbeck Macgregor (M) maintains its leading position

Expansion of product offering and enhanced promotion best way to defend against stiff competition

CATEGORY DATA

Table 70 Sales of Wine by Category: Total Volume 2013-2018
Table 71 Sales of Wine by Category: Total Value 2013-2018
Table 72 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 73 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 74 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 75 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 76 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 77 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 78 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 79 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 80 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 81 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 82 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 83 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 84 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 85 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 86 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 87 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 88 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 89 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 90 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 91 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 92 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 93 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 94 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 95 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 96 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 97 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Rtds in Malaysia

HEADLINES

PROSPECTS

On-trade growth deterred by growing demand for cocktails

Limited product innovation and awareness hinder consumer interest for RTDs

Without the introduction of new products and innovative marketing strategies, premiumisation will also contribute to category’s decline

COMPETITIVE LANDSCAPE

Heineken Malaysia assumes the lead as largest player in RTDs in 2018

Shares further fragmented as top player exits the marketplace

Smaller players benefit from Kampai’s withdrawal

CATEGORY DATA

Table 98 Sales of RTDS by Category: Total Volume 2013-2018
Table 99 Sales of RTDS by Category: Total Value 2013-2018
Table 100 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 101 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 102 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 103 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 104 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 105 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 106 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 107 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 108 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 109 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 110 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 111 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 112 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

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