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2025 Developments
Alcoholic drinks in Malaysia in 2025 experienced muted total volume growth of 2% to 257 million litres, while total value sales climbed by 6% in current terms to MYR20.6 billion, propelled by tax-driven price increases rather than stronger demand. The environment remained challenging due to stagnant incomes, ongoing inflation, and tighter regulations, notably the implementation of higher excise duties and sales taxes, which dampened consumer sentiment and led to a pronounced shift towards more affordable products, especially beer. Beer continued to dominate, accounting for over 92% of total volume, as rising prices and increased sensitivity to cost encouraged consumers to trade down and prioritise purchases during promotions, often opting to drink at home instead of in on-trade venues. The competitive landscape was highly concentrated, with Heineken Malaysia and Carlsberg Brewery Malaysia maintaining strong positions through diversified portfolios and targeted pricing. Meanwhile, retail channels such as hypermarkets gained relevance among value-seeking shoppers. Prospects for expansion remain limited, with demographic contraction, regulatory headwinds, and a forecast flat retail volume CAGR to 2030, signalling a need for brands to focus on portfolio breadth, pricing flexibility, and distribution strength to secure growth in an increasingly polarised environment.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- 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 Malaysia?
- How are products distributed in Malaysia?
- 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 Malaysia
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Carlsberg and Heineken Raise Prices as Consumers Trade Down
Tariff and Tax Changes Shift Demand to Affordable Imports
Chart 2 Imports Impacted by New Tax Regimes
Population Decline and Cautious Spending Limit Future Demand
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Foodservice Operators Widen Drink Offerings as Cost Pressures Ease
Chart 5 Beer Dominates Alcoholic Drinks Volumes in Malaysia
Beer to Sustain Dominance as Retailers and On-Trade Adapt to Price Sensitivity
On-Trade Channel Pivots to Small Servings and Premium Experiences as Excise Duties Reshape Consumer Choices
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Chart 8 Analyst Insight for Alcoholic Drinks
Heineken and Carlsberg Dominate as Consumers Trade Down
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Hypermarkets Leverages Festive Promotions to Boost Sales and Drive Footfall
Retailers Capture Price-Sensitive Shoppers as Cost Pressures Intensify
E-Commerce Growth Stunted by Delivery Costs and Shopper Preferences for In-Store Advice
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in Malaysia
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Economic Pressures Shape Development of Beer
Domestic Lager Sustains Lead
Chart 18 Players Increasing Unit Selling Prices Discourages Consumption in 2025
Heineken’S Flavour Launches Spark Short-Term Excitement but Fail to Lift Volumes
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Heineken and Carlsberg Introduce New Flavours to Attract Younger Consumers of Legal Drinking Age
Chart 21 Heineken Malaysia Bhd Offers Limited Edition Novel Flavour of Beer to Serve Niche Consumers
Lager to Retain Dominance, Supported by Price Sensitivity
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Chart 24 Analyst Insight for Beer
Heineken and Carlsberg Defend Lead as Premium Launches Meet Cautious Demand
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Hypermarkets Channel Leverages Shelf Space and Promotions to Drive Beer Sales
High Delivery Costs and Convenience Barriers Limit E-Commerce Appeal
Heineken and Carlsberg Drive Flavour Launches Amid Price Pressure
Chart 27 Economic Context for Beer
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Beer
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Cider/Perry in Malaysia
Key Data Insights
Cider/Perry Summary
Chart 33 Key Industry Trends for Cider/Perry
Somersby Achieves Shelf Dominance as Rivals Exit Amid Slow Volume Growth
Chart 34 Somersby's Dominance of Shelf Space Is a Barrier to Other Brands' Expansion
Limited-Edition Launches and Nolo Trends Broaden Appeal among Young Adults
Health-Driven Shifts and Flavour Innovation Reshape Drinking Occasions
Chart 35 Volume Sales 2020-2030
Chart 36 Volume Sales by Category 2025
Anticipated Decline in Total Volume Amid Ongoing Competition From Beer
Chart 37 Cider/Perry Gains Traction in Off-Trade Channels with Ongoing New Product Development.
Bundle Offers and Expanded Distribution Channels Drive Brand Visibility
Chart 38 Forecast Volume Sales 2020-2030
Chart 39 Forecast Volume Sales by Category 2025-2030
Chart 40 Analyst Insight for Cider/Perry
Carlsberg Leverages Flavour Innovation and Social Engagement to Widen Lead
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Carlsberg and Heineken Prioritise Hypermarkets to Boost Cider Sales
High Delivery Fees and Offline Promotions Limit Online Cider Sales
Chart 43 Economic Context for Cider/Perry
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Cider/Perry
Chart 47 Population 2020-2030
Chart 48 Population by Generation 2025
Rtds in Malaysia
Key Data Insights
Rtds Summary
Chart 49 Key Industry Trends for Rtds
Suntory Product Shortages and Excise Hikes Drive Consumer Retreat
Spirit-Based Brands Maintain Dominance
Chart 50 Rtds Volumes Dampened by Economy Uncertainty in 2025
Excise Policy Shifts and Price Rises Prompt Consumer Downtrading
Chart 51 Players Increase Unit Selling Prices and Maintain Pack Sizes in 2025
Chart 52 Volume Sales 2020-2030
Chart 53 Volume Sales by Category 2025
Foodservice and Grocery Retailers Expand Offerings as Costs Ease
Suntory Holdings Exits as Consumers Trade Down to Alternatives
Chart 54 Forecast Volume Sales 2020-2030
Chart 55 Forecast Volume Sales by Category 2025-2030
Chart 56 Analyst Insight for Rtds
Pelican Winery Maintains Share through Breadth of Flavours but Limits Expansion
Chart 57 Company Shares 2025
Chart 58 Brand Shares 2025
Hypermarkets Channel Secures Shopper Loyalty by Maximising Shelf Presence and In-Store Support
Sales Promoters and In-Person Comparison Limit Online Retail Expansion
Chart 59 Economic Context for Rtds
Chart 60 Real Gdp Growth 2020-2030
Chart 61 Inflation 2020-2030
Chart 62 Consumer Context for Rtds
Chart 63 Population 2020-2030
Chart 64 Population by Generation 2025
Spirits in Malaysia
Key Data Insights
Spirits Summary
Chart 65 Key Industry Trends for Spirits
Affluent Consumers Shift to Affordable Brands Amid Rising Costs
Other Spirits Dominates as Consumers Seek Value over Premium Options
Chart 66 Increasing Demand for Multi-Sensory Drinking Experiences at Home
Don Don Donki Drives Diy Cocktail Trend among Young Adult Drinkers
Chart 67 Volume Sales 2020-2030
Chart 68 Volume Sales by Category 2025
Grocery Retailers to Expand Portfolios as Operational Costs Ease
Ongoing Development of Cocktail Culture
Chart 69 Forecast Volume Sales 2020-2030
Chart 70 Forecast Volume Sales by Category 2025-2030
Chart 71 Analyst Insight for Spirits
Moët Hennessy Diageo Malaysia Sdn Bhd Rises to the Top
Chart 72 Company Shares 2025
Chart 73 Brand Shares 2025
Small Local Grocers Shapes Brand Choices through Personalised Advice
Physical Stores Retain Advantage as Shoppers Seek In-Person Guidance
Chart 74 Jinro Lemon Launched in 2025
Muihua Captures Young Consumers with Jinro Flavour Launches
Don Don Donki Drives At-Home Cocktail Trend among Young Adults
Heineken Malaysia Crosses Categories with Tiger Soju Lager for New Occasions
Chart 75 Economic Context for Spirits
Chart 76 Real Gdp Growth 2020-2030
Chart 77 Inflation 2020-2030
Chart 78 Consumer Context for Spirits
Chart 79 Population 2020-2030
Chart 80 Population by Generation 2025
Wine in Malaysia
Key Data Insights
Wine Summary
Chart 81 Key Industry Trends for Wine
Caldbeck Macgregor Adapts to Value-Driven Consumer Shifts Amid Economic Turbulence
Chart 82 A Market Reliant on Wine Imports Is Impacted by New Government Policies
Williams and Humbert Sustains Demand for Glass Bottle Formats as Consumers Seek Authenticity
Affluent Consumers Switch to Table Wine as Tariffs and Taxes Reshape Purchase Decisions
Chart 83 Volume Sales 2020-2030
Chart 84 Volume Sales by Category 2025
Grocery Retailers Expand Wine Offerings as Promotions Drive Home Consumption
Chart 85 Economic Environment Key to Wine Demand
Table 1 Outpaces Premium Alternatives as Shoppers Prioritise Price
Fortified Wine and Vermouth to Gain Momentum as Cocktail Venues Flourish
Chart 86 Forecast Volume Sales 2020-2030
Chart 87 Forecast Volume Sales by Category 2025-2030
Chart 88 Analyst Insight for Wine
Luen Heng Agency Sees Share Gains as Caldbeck Macgregor Retains Key Brands
Chart 89 Company Shares 2025
Chart 90 Brand Shares 2025
Hypermarkets Leverages Festive Promotions to Capture Wine Shoppers
Physical Stores Outperform Online Platforms as Consumers Seek Advice and Value
Chart 91 Economic Context for Wine
Chart 92 Real Gdp Growth 2020-2030
Chart 93 Inflation 2020-2030
Chart 94 Consumer Context for Wine
Chart 95 Population 2020-2030
Chart 96 Population by Generation 2025
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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- 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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