Competitive Landscape
Taiwan Tobacco and Liquor Corp's Lead Narrows as Rivals Gain Ground
Beer in Taiwan remains concentrated but has become less so over the past five years, as indicated by the declining off-trade volume share of the leading company, Taiwan Tobacco and Liquor Corp. In 2020, this company held a commanding 53% share, but by 2025 its share fell to 35%.
Heineken’S Local Production and New Launches Drive Competition
Innovation and localisation are central to the current dynamics, with Heineken’s decision to start brewing locally in 2024 standing out as a transformative move. This shift from imported to made-in-Taiwan beer not only reduces logistical costs but also allows Heineken to tailor its offerings more closely to local tastes and consumption patterns.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Taiwan 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.
If you're in the Beer industry in Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Taiwan 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 Beer in Taiwan?
- Where is consumer demand for Beer 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 Taiwan?
- How are products distributed in Taiwan?
- 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?
Beer in Taiwan, China - Category analysis
Key Data Insights
Beer Summary
Kirin and Sunmai Respond to Shifting Drinking Habits with Innovation and Localisation
Sunmai and Kirin Drive Value with Nolo Innovation and Local Culture
Strong Economic Rebound Offers Limited Relief as Health and Price Concerns Persist
Heineken Shifts to Local Production as New Brands Narrow the Gap
Taiwan Beer and Kirin Deepen Cultural Bonds to Retain Drinkers
Sustainability and Innovation Shape Product Launches and Marketing
Taiwan Tobacco and Liquor Corp's Lead Narrows as Rivals Gain Ground
Heineken’S Local Production and New Launches Drive Competition
7-11 Leverages Nationwide Reach and Fresh Draft to Cement Lead
Poya Expands Shelf Space and Launches Craft Collaborations to Attract New Drinkers
Strict Regulations Limit Online Sales to Non-Alcoholic Beer Despite Digital Readiness
Kirin and Sunmai Attract Health-Focused and Adventurous Drinkers
Kirin and Beer Belly Launch Nolo and Functional Beers to Widen Appeal
Beer Brands Expand Product Lines to Offset Declining Demand
Alcoholic Drinks in Taiwan, China - Industry Overview
2025 Developments
Key Data Insights
Buckskin Introduces Zero-Carb Beer, Expanding No and Low Alcohol Choices
Rtds Attract Younger Consumers as Wine Loses Ground to New Formats
Taihu and Sc Lab Collaborate, Driving Premiumisation and Cultural Innovation
Brands Target Younger Adults with Cocktails and Modern Design
Local Flavours and Health Trends Drive Innovation and Responsible Drinking
Heineken’S Local Production and Secondary Brands Intensify Competition as the Established Leader Loses Ground
Convenience Stores Drive Sustained Sales with Proximity and Promotions
Legal Restrictions Limit Online Alcohol Sales to Niche Non-Alcoholic Drinks
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
Cross-Border/Private Imports
King Car and Taihu Spark Growth with Nolo and Local Flavour Launches
Product Launches Reshape Consumer Expectations and Drive Channel Adaptation
Incumbents Lose Share as Secondary Brands and Innovation Intensify Rivalry
Country Reports Disclaimer
The following categories and subcategories are included:
Beer
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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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- 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
Beer
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 definitionsWhy 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 report originates from Passport, our Beer research and analysis database.
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