Sales of beer declined sharply in 2020 due to the impact of the COVID-19 pandemic. A significant decline was registered in both the off-trade and on-trade channels during the year as consumers avoided purchasing beer wherever possible due to the adverse economic situation, with the COVID-19 pandemic interrupting commercial activity in key sectors of the Indonesian economy.
Multi Bintang Indonesia Tbk PT retained its dominant position in beer in Indonesia in 2021 with its wide range of products and deep penetration of the market on a national level. New product launches also supported the company’s return to growth with these helping to attract new consumers in the market.
Kura Kura Brewery launched two locally-produced beer lines under its Kura Kura brand in 2021. One of these products is an ale while the other is a lager.
Top tourist destinations such as Bali are among the core distributors of alcoholic drinks in Indonesia. With the closure of the country’s international borders and different levels of mobility restrictions imposed on domestic travellers this had a hugely detrimental effect on sales of beer in 2020 and 2021, with the on-trade performance highly dependent on tourism.
E-commerce boomed during the pandemic with movement restrictions pushing consumers online. Having become familiar with the convenience of shopping online it is expected that e-commerce will see further gains in beer over the forecast period.
Localisation has been an ongoing theme across alcoholic drinks in Indonesia, but the pandemic has accelerated its importance with the country’s borders being closed to international visitors. Several new launches emphasised their local credentials at the end of the review period in an effort to attract interest.
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Understand the latest market trends and future growth opportunities for the Beer industry in Indonesia 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.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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