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2025 Developments
Alcoholic drinks in Myanmar experienced a marked rebound in 2025, with total volume expanding by 11% to 465 million litres and value rising by 31%, substantially outpacing the country's 1% GDP growth and outperforming regional peers. Despite persistent economic volatility, the environment remains highly attractive due to robust domestic demand, polarisation between value and premium preferences, and dynamic shifts in both product innovation and channel strategy. The market is increasingly shaped by domestic producers who capitalise on local supply chains and deliver both price efficiency and accessible premiumisation, while international brands face mounting obstacles from import restrictions and currency fluctuations. To succeed, businesses must leverage local production, tailor portfolios for distinct consumer segments, embrace digital engagement, and adapt swiftly to shifting consumption patterns and regulatory pressures.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Myanmar 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 Myanmar, 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 Myanmar 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 Myanmar?
- 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 Myanmar?
- How are products distributed in Myanmar?
- 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?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Myanmar
2025 Developments
Key Data Insights
Affluent Professionals and Value Seekers Reshape Consumption Patterns
Beer's Value-Led Innovation Cements Its Market Dominance
Chart 1 Tapper captures Myanmar's budget tier with high-ABV efficiency
Players Invest in Flavour Innovation to Attract Younger Urban Drinkers of Legal Age
Chart 2 Johnnie Walker Black Ruby
Chart 3 Analyst Insight for Alcoholic Drinks
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Domestic Producers Are Set to Win Value-Seekers as Imports Face Rising Barriers
Beer Is Set to Maintain Its Dominance as Urban Consumers Fuel Cocktail Culture
Digital Engagement and Local Value Creation Are Set to Reshape Business Priorities
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Heineken Myanmar Ltd and Emerald Brewery Myanmar Ltd Retain Their Leads
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Small Local Grocers Expand Reach to Serve All Consumer Groups
Online Platforms Drive Premium Discovery and Digital Engagement
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
Chart 10 Economic Context for Alcoholic Drinks
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Myanmar
Key Data Insights
Beer Summary
Polarisation and Price Sensitivity Reshape Beer Consumption in Myanmar
Chart 16 Tapper captures Myanmar's budget tier with high-ABV efficiency
Lager Dominates Myanmar’S Beer Market Amid Value-Driven Demand
Chart 17 Volume Sales 2020-2030
Chart 18 Volume Sales by Category 2025
Value-Driven Growth and Lager Dominance Will Define Myanmar’S Beer Market
Digital Engagement and Price Sensitivity Drive Future Beer Growth
Chart 19 Forecast Volume Sales 2020-2030
Chart 20 Forecast Volume Sales by Category 2025-2030
Heineken and Emerald Brewery Gain Ground as Boycotts Reshape Loyalty
Chart 21 Company Shares 2025
Chart 22 Brand Shares 2025
Small Local Grocers Retain Its Lead by Reaching a Diverse Consumer Base
On-Demand Delivery Apps Boost Chilled Beer Sales with Bundle Offers
Chart 23 Economic Context for Beer
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Beer
Chart 27 Population 2020-2030
Chart 28 Population by Generation 2025
Spirits in Myanmar
Key Data Insights
Spirits Summary
Polarisation and Premiumisation Drive Strong Spirits Growth in Myanmar
Whiskies Dominate Volume as Local Value Brands Attract Budget-Conscious Drinkers
Flavour Innovation Attracts Younger Urban Consumers of Legal Drinking Age
Chart 29 Flavour innovation supports sales in whiskies
Chart 30 Volume Sales 2020-2030
Chart 31 Volume Sales by Category 2025
Polarisation and Subdued Growth Will Shape Myanmar’S Spirits across the Forecast Period
On-Trade Venues Are Set to Boost Premium Spirits as Domestic Supply Chains Shape Success
Chart 32 Forecast Volume Sales 2020-2030
Chart 33 Forecast Volume Sales by Category 2025-2030
Grand Royal Group Reinforces Leadership in a Highly Concentrated Spirits Market
Chart 34 Company Shares 2025
Chart 35 Brand Shares 2025
Food/Drink/Tobacco Specialists Expand Reach with Digital Integration
Retail E-Commerce Supports Home Delivery and Brand Engagement
Chart 36 Economic Context for Spirits
Chart 37 Real Gdp Growth 2020-2030
Chart 38 Inflation 2020-2030
Chart 39 Consumer Context for Spirits
Chart 40 Population 2020-2030
Chart 41 Population by Generation 2025
Wine in Myanmar
Key Data Insights
Wine Summary
Premiumisation and Local Wines Drive Resilient Growth
Chart 42 Red Tawny 45: Myanmar's first locally-produced fortified wine
Flavour Innovation Broadens Wine’S Appeal among Younger Consumers of Legal Drinking Age
Chart 43 Volume Sales 2020-2030
Chart 44 Volume Sales by Category 2025
Domestic Wineries and Flavour Innovation Will Shape the Future of Wine in Myanmar
Urban Bistros Are Set to Drive Wine Engagement through Digital Storytelling and Food Pairing
Chart 45 Forecast Volume Sales 2020-2030
Chart 46 Forecast Volume Sales by Category 2025-2030
Red Mountain Estate and Aythaya Strengthen Their Position as Imports Falter
Chart 47 Company Shares 2025
Chart 48 Brand Shares 2025
Supermarkets Lead Distrubution as Food/Drink/Tobacco Specialists Record Growth
Online Channels Target the Premium Segment with Curated Experiences
Chart 49 Economic Context for Wine
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Wine
Chart 53 Population 2020-2030
Chart 54 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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-
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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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