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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Singapore

May 2021

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Executive Summary

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COVID-19 impact on alcoholic drinks

The emergence of the pandemic in Singapore in 2020 resulted in the government implementing a number of measures in an attempt to control the spread of the virus, including a 2-month Circuit Breaker period during April and May. This resulted in residents remaining at home to work and study remotely as much as possible, while on-trade establishments could serve only deliveries and takeaways, with pubs and bars closed from the end of March.

COVID-19 country impact

The first COVID-19 case was recorded on 23 January 2020, prompting the government to raise the country’s risk assessment level of the Disease Outbreak Response System Condition (DORSCON) from yellow to orange alert levels in early February 2020. Shortly after this, the government announced a two-month long nationwide “Circuit Breaker” (lockdown) lasting from the beginning of April to the start of June.

Company response

Larger companies with expansive off-trade distribution networks and diverse portfolios fared better during the pandemic, as illustrated by the strong leadership of players such as Asia Pacific Breweries Ltd and Carlsberg (S) Pte Ltd. These companies have extensive portfolios within cider and beer – the latter is Singapore’s largest alcoholic drinks category in terms of volume, ranging from lager of different price bands to stout, dark beer, as well as being the two leading companies of the new and dynamic non alcoholic beer, with their respective brands Heineken 0.

Retailing shift

2020 saw consumers visit off-trade channels that offered a different variety of products with limited stock issues. Modern grocery retailers benefited from the fact that many consumers visited larger one-stop stores where they could purchase their grocery needs, including alcoholic drinks, on a single visit, therefore limiting their grocery trips to prevent the risk of becoming exposed to the virus.

On-trade vs off-trade split

During the Circuit Breaker, on-trade establishments were ordered to temporarily close their dine-in options, with only takeaway and deliveries allowed. As such, this resulted in a huge drop in on-trade volume sales.

What next for alcoholic drinks?

On-trade volume sales of alcoholic drinks are not expected to fully recover to pre-pandemic levels by the end of the forecast period due to the significance of the declines this channel suffered in 2020 and given ongoing safe distancing measures and the reinforcement of restrictions as noted during a state of Heightened Alert in operation from mid-May to mid-June 2021. Some permanent closures of on-trade establishments as a result of the pandemic and subsequent disruption to trading will further hinder its recovery.

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Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Singapore 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 Singapore, 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 Singapore for free:

The Alcoholic Drinks in Singapore 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 Singapore?
What are the major brands in Singapore?
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 Singapore

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

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 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

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 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Singapore

KEY DATA FINDINGS

2020 IMPACT

Mid-priced lager is undercut by premium segment as consumers indulge in small luxuries at home

E-commerce sees stronger growth for beer during pandemic

Initiatives by leading players to revive on-trade sales

RECOVERY AND OPPORTUNITIES

Despite more positive outlook heading into forecast period, reintroduction of restrictions in May 2021 could hinder stronger early recovery

Craft beer remains resilient and offers potential for further growth

Non alcoholic beer is expected to capitalise on growing health trend over forecast period

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2020

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2015-2020
Table 19 Sales of Beer by Category: Total Value 2015-2020
Table 20 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 21 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 26 Sales of Beer by Craft vs Standard 2015-2020
Table 27 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 28 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 30 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 31 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Singapore

KEY DATA FINDINGS

2020 IMPACT

Other sparkling wine records most impressive total volume growth during pandemic

Still light grape wine remains dominant within off-trade

Limited innovation from mature wine categories during pandemic

RECOVERY AND OPPORTUNITIES

Expected recovery period varies across wine

E-commerce likely to further penetrate wine by targeting different consumer profile

Potential for low and non alcoholic wine

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2015-2020
Table 35 Sales of Wine by Category: Total Value 2015-2020
Table 36 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 37 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 49 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 50 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 51 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 61 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 62 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Singapore

KEY DATA FINDINGS

2020 IMPACT

Drop in dominant on-trade volume sales negatively impacts spirits’ overall performance in 2020

Craft spirits continue to expand in terms of variety

Whiskies players continue to lead competitive landscape in 2020

RECOVERY AND OPPORTUNITIES

Challenges to the on-trade recovery of spirits

Focusing on off-trade growth could aid quicker recovery of spirits

Non alcoholic spirits are set to grow despite remaining a niche

CATEGORY BACKGROUND

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

Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2015-2020
Table 66 Sales of Spirits by Category: Total Value 2015-2020
Table 67 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 68 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 74 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 76 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 77 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 79 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 80 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 81 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 82 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 83 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Singapore

KEY DATA FINDINGS

2020 IMPACT

Closure of on-trade establishments leads to overall drop in total volume sales

Leading brands gain share during the pandemic

Shift within store-based retailing

RECOVERY AND OPPORTUNITIES

Lack of innovation within cider/perry regarding rising health awareness

Craft cider is expected to remain a niche

Growth potential for e-commerce

CATEGORY DATA

Table 86 Sales of Cider/Perry: Total Volume 2015-2020
Table 87 Sales of Cider/Perry: Total Value 2015-2020
Table 88 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 89 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 95 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 96 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 97 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 98 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Singapore

KEY DATA FINDINGS

2020 IMPACT

Flat performance for RTDs through off-trade results in overall drop in total volume sales due to significant declines via on-trade

Category leaders retain dominance despite losing share

Growth potential for wine-based and other RTDs

RECOVERY AND OPPORTUNITIES

Lack of on-trade presence hinders category’s recovery

Bars’ bottled options offer possible solution to reviving spirit-based RTDs

CATEGORY DATA

Table 101 Sales of RTDs by Category: Total Volume 2015-2020
Table 102 Sales of RTDs by Category: Total Value 2015-2020
Table 103 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 104 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 109 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 110 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 111 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 112 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 113 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 114 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 115 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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Megatrends

Country Report

Alcoholic Drinks in Singapore

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Singapore

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

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

DISCLAIMER

SOURCES

Beer in Singapore

KEY DATA FINDINGS

2020 IMPACT

Mid-priced lager is undercut by premium segment as consumers indulge in small luxuries at home

E-commerce sees stronger growth for beer during pandemic

Initiatives by leading players to revive on-trade sales

RECOVERY AND OPPORTUNITIES

Despite more positive outlook heading into forecast period, reintroduction of restrictions in May 2021 could hinder stronger early recovery

Craft beer remains resilient and offers potential for further growth

Non alcoholic beer is expected to capitalise on growing health trend over forecast period

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Singapore

KEY DATA FINDINGS

2020 IMPACT

Other sparkling wine records most impressive total volume growth during pandemic

Still light grape wine remains dominant within off-trade

Limited innovation from mature wine categories during pandemic

RECOVERY AND OPPORTUNITIES

Expected recovery period varies across wine

E-commerce likely to further penetrate wine by targeting different consumer profile

Potential for low and non alcoholic wine

CATEGORY DATA

Spirits in Singapore

KEY DATA FINDINGS

2020 IMPACT

Drop in dominant on-trade volume sales negatively impacts spirits’ overall performance in 2020

Craft spirits continue to expand in terms of variety

Whiskies players continue to lead competitive landscape in 2020

RECOVERY AND OPPORTUNITIES

Challenges to the on-trade recovery of spirits

Focusing on off-trade growth could aid quicker recovery of spirits

Non alcoholic spirits are set to grow despite remaining a niche

CATEGORY BACKGROUND

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

CATEGORY DATA

Cider/Perry in Singapore

KEY DATA FINDINGS

2020 IMPACT

Closure of on-trade establishments leads to overall drop in total volume sales