Competitive Landscape
Diageo Expands Share as Local Rivals Make Gains with Flavour Innovation
From 2020 to 2025, RTDs in Indonesia become more concentrated, with Diageo increasing its total volume share from 18% in 2020 to 52% in 2025. Over this period, former leader Perindustrian Bapak Djenggot PT saw its own share decline from 39% to 19%, while other local manufacturers also experienced declining shares.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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.
If you're in the RTDs industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Indonesia 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 RTDs in Indonesia?
- Where is consumer demand for RTDs 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 Indonesia?
- How are products distributed in Indonesia?
- 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?
- Where is future growth expected to be most dynamic?
Rtds in Indonesia - Category analysis
Key Data Insights
Rtds Summary
Orang Tua Focuses on Wellness and Everyday Occasions
Coco Bali Leverages Local Ingredients to Elevate Value and Differentiation
Focus on Wellness Drives Innovation and New Consumption Occasions
Smirnoff Ice and Mix Max Refresh Visuals to Engage Gen Z
Premiumisation and Portability Reshape Demand for Rtds
Diageo Expands Share as Local Rivals Make Gains with Flavour Innovation
Bars and Travel Retail Expand Reach as Modern Trade Weakens
Tokopedia and Shopee Connect Brands to Tech-Savvy Urban Shoppers
Batavia Highball Introduces Wellness Positioning
Mix Max Refreshes Packaging and Flavours to Engage Urban Consumers
Orang Tua’S Sangria Fizz Modernises Wine-Based Rtds for Social Occasions
Alcoholic Drinks in Indonesia - Industry Overview
2025 Developments
Key Data Insights
Economic Stability Supports Growth in 2025
Bir Bintang Arak Jeruk Wins Young Adult Drinkers with Local Flavours
Premiumisation and Mindful Drinking Reshape Product Portfolios
Younger Consumers of Legal Drinking Age Drive Demand for Authentic and Mindful Experiences
Local Flavours and Premium Stories Reshape Brand Engagement
Multi Bintang Indonesia Extends Lead as Local Rivals Innovate
Specialty Liquor Stores and Minimarkets Gain Ground
Specialist Liquor Platforms Drive Modest E-Commerce Growth through Curated Access
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
Bir Bintang Arak Jeruk Leverages Local Flavours to Capture Young Adults
Hatten and Sababay Expand Access through Value-Driven Wine Innovation
Flavour Innovation and Polarisation Inform the Market
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
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 RTDs research and analysis database.
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