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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Singapore

Sep 2020

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Executive Summary

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COVID-19 impact on alcoholic drinks

Sales in on-trade establishments have been severely affected by social distancing measures and lockdown restrictions arising from COVID-19. In April 2020, with the implementation of “Circuit Breaker” (CB) measures, all on-trade establishments could serve only deliveries and takeaways, with pubs and bars closed from the end of March.

COVID-19 country impact

On 7 April, Singapore implemented its CB measures, under which people were only allowed to go out for essential shopping, such as groceries, and exercise. Only essential businesses, such as grocery stores, markets, selective restaurants for takeaway only, government bodies and infrastructure-related businesses, remained open.

Economy products see growing demand, while more affluent consumers increase consumption of upmarket spirits and craft beers

Downtrading due to a slowing economy contributed to a shift towards imported economy lager in 2019, while improved awareness of other sparkling wines, such as prosecco, contributed to trading down from the more premium Champagne. As consumption of alcoholic drinks in Singapore continued to develop in 2019, on-trade establishments were becoming increasingly innovative in the drinks they offered, including exotic ingredients and spirits, for example.

Players invest in launches, relaunches and advertising and promotional support

In 2019, players in the alcoholic drinks market were launching new products or relaunching existing offerings, and investing in advertising and promotional support. For example in beer, Asia Pacific Breweries Ltd relaunched Tiger Crystal, underpinned by promoting the benefits of the production process.

No quick recovery expected, health factors may boost consumer interest in non-/low-alcohol drinks

Even in the long term it is likely that operators of on-trade establishments in Singapore will continue to find the situation challenging. Many foodservice players have expressed concerns regarding cashflow, for example their ability to pay rents or salaries, although Singapore’s Government has allowed tax reductions for property owners, which have to be passed on fully as a rent waiver to renters.

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Overview

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.

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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

Economy products see growing demand, while more affluent consumers increase consumption of upmarket spirits and craft beers

Players invest in launches, relaunches and advertising and promotional support

No quick recovery expected, health factors may boost consumer interest in non-/low-alcohol drinks

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Economic factors boost demand for economy lagers, craft beers gain popularity among more affluent Singaporeans

Tiger Crystal relaunch targets younger consumers, Heineken 0.0 aims to benefit from health trend and reach non-drinkers

Carlsberg suffers, Skol benefits as consumers trade down

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2019

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2014-2019
Table 18 Sales of Beer by Category: Total Value 2014-2019
Table 19 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 20 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 25 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 26 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 27 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 28 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 29 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Sparkling wine remains most dynamic, still wine products see performances weaken

Sake growth largely stable in 2019, players invest in attracting consumers

New brands increase fragmentation, e-commerce gains distribution share

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Wine by Category: Total Volume 2014-2019
Table 33 Sales of Wine by Category: Total Value 2014-2019
Table 34 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 35 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 41 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 47 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 48 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 49 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019
Table 59 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 60 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Gin continues to be one of the fastest-growing categories in Spirits

E-commerce off-trade remains limited, but has potential for growth

Pernod Ricard maintains lead, followed by Moët Hennessy Diageo

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

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

Summary 5 Benchmark Brands 2019

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2014-2019
Table 64 Sales of Spirits by Category: Total Value 2014-2019
Table 65 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 66 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 72 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 74 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 75 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 77 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 78 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 79 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 80 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 81 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Cider/perry performance weakens, health trend influences product developments

Leading Somersby and Strongbow brands see share gains in 2019

Craft cider products remain limited imports

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 84 Sales of Cider/Perry: Total Volume 2014-2019
Table 85 Sales of Cider/Perry: Total Value 2014-2019
Table 86 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 87 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 95 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 96 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

RTD performance suffers on-trade, off-trade fares better but also faces challenges

Vodka Cruiser benefits from good off-trade availability

New outlet openings and product launches boost off-trade in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 99 Sales of RTDs by Category: Total Volume 2014-2019
Table 100 Sales of RTDs by Category: Total Value 2014-2019
Table 101 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 102 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 107 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 108 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 109 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 110 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 111 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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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

Economy products see growing demand, while more affluent consumers increase consumption of upmarket spirits and craft beers

Players invest in launches, relaunches and advertising and promotional support

No quick recovery expected, health factors may boost consumer interest in non-/low-alcohol drinks

Samples

Overview

Why buy this report?

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Table of Contents

Alcoholic Drinks in Singapore

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Economy products see growing demand, while more affluent consumers increase consumption of upmarket spirits and craft beers

Players invest in launches, relaunches and advertising and promotional support

No quick recovery expected, health factors may boost consumer interest in non-/low-alcohol 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

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Beer in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Economic factors boost demand for economy lagers, craft beers gain popularity among more affluent Singaporeans

Tiger Crystal relaunch targets younger consumers, Heineken 0.0 aims to benefit from health trend and reach non-drinkers

Carlsberg suffers, Skol benefits as consumers trade down

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Sparkling wine remains most dynamic, still wine products see performances weaken

Sake growth largely stable in 2019, players invest in attracting consumers

New brands increase fragmentation, e-commerce gains distribution share

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Spirits in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Gin continues to be one of the fastest-growing categories in Spirits

E-commerce off-trade remains limited, but has potential for growth

Pernod Ricard maintains lead, followed by Moët Hennessy Diageo

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

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

CATEGORY DATA

Cider/Perry in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Cider/perry performance weakens, health trend influences product developments