Fine Wines/Champagne and Spirits in Malaysia

PROSPECTS

Growing popularity of luxury hotels helps to boost sales

The rising number of luxury hotels in Malaysia is in turn boosting the number of fine dining outlets, which are largely associated with pairing different foods with fine wines/champagne and spirits. In addition, sales of fine wines/champagne and spirits are also benefiting from the opening of bars in such hotels, such as Bar Trigona at the Four Seasons Kuala Lumpur.

Luxury whiskies remain highly popular among Malaysian consumers

Luxury whiskies like Macallan, Johnnie Walker, Glenlivet and Glenfiddich are becoming increasingly well-known among Malaysians, partly thanks to the frequent launch of new products. For example, Moët Hennessy Diageo recently introduced a new Johnnie Walker Black Label Sherry Edition.

Luxury alcohol and food pairings help leading brands attract consumers

Another popular strategy among leading luxury brands is to combine fine alcoholic drinks with high quality chocolate confectionery. For example, The House of Martell has teamed up with Chocolate Concierge to offer three types of cognac: Martell VSOP Aged in Red Barrels, Martell Cordon Bleu and Martell XO.

COMPETITIVE LANDSCAPE

Strong promotional investment ensures international players lead sales

International companies such as Pernod Ricard and Moët Hennessy Diageo continue to lead fine wines/champagne and spirits. These players continue to invest strongly in marketing and new product launches, particularly of limited edition products, which are often seen as a status symbol.

Drinks specialist retailers continue to benefit from extensive distribution networks

Drinks specialists retailers remain the leading distribution channel for fine wines/champagne and spirits in Malaysia. Outlets like TMC, Denise Wine and alcohol specialists located within major supermarkets such as Cold Storage and Jaya Grocer have become the first choice for many consumers purchasing fine wines/champagne and spirits like Black Label and Hennessy VSOP.

Growing competition from convenient online distributors

Nevertheless, over the review period, an increasing number of online alcoholic drinks specialists also became more popular, especially wine specialists like Boozeat, Hermiu, Straits Wine, Wine Connection and Wine Warehouse. More consumers are using online stores to purchase fine wines/champagne and spirits due to their convenience, as well as their offer of discounts.

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