In 2018, alcoholic drinks in Singapore saw total volume sales return to positive growth, following a decline in the previous year when consumers were more cautious with their spending amid a slower economy. Beer, spirits and wine benefited most in 2018, with premium lager and craft beer, single malt Scotch whisky and Prosecco drawing the greatest attention as consumers traded up to more premium products and sought new flavour experiences.
As Singaporeans with increased disposable incomes seek new and more premium flavour experiences in alcoholic drinks, craft products feature more heavily in their choices. Craft beer, especially, is appreciated for its greater variety of flavours and often its artisan-made quality.
Larger players in alcoholic drinks in Singapore, such as Asia Pacific Breweries, Carlsberg and Pernod Ricard, continue to benefit from significant marketing budgets. They are able to undertake novel advertising campaigns, often inviting participation by consumers, in order to keep their products at the front of consumers’ minds.
Among off-trade channels, the majority of alcoholic drinks sales are made through supermarkets. However, internet retailing is increasing in popularity, especially for wine as the online channel provides convenience for busy consumers and the opportunity to discover niche wine brands, such as Calmel & Joseph Villa Blanche Chardonnay, which do not have the financial resources to meet the listing prices charged by other off-trade channels such as supermarkets.
Over the forecast period, total volume sales of alcoholic drinks are expected to continue to see positive growth, at a faster pace than in the review period. This will be due to consumers shifting towards more premium and specialist alcoholic drinks, such as aged single malt Scotch whisky, craft beers and craft gin.
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This industry report originates from Passport, our Alcoholic Drinks market research database.