Competitive Landscape
Pelican Winery Maintains Share through Breadth of Flavours but Limits Expansion
RTDs in Malaysia remained highly fragmented in 2025, with no single company approaching dominance. The largest player, Pelican Winery (M) Sdn Bhd, held a 5% share of total volume, while Suntory Holdings Ltd followed at 2%.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- 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 Malaysia?
- How are products distributed in Malaysia?
- 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 Malaysia - Category analysis
Key Data Insights
Rtds Summary
Suntory Product Shortages and Excise Hikes Drive Consumer Retreat
Spirit-Based Brands Maintain Dominance
Excise Policy Shifts and Price Rises Prompt Consumer Downtrading
Foodservice and Grocery Retailers Expand Offerings as Costs Ease
Suntory Holdings Exits as Consumers Trade Down to Alternatives
Pelican Winery Maintains Share through Breadth of Flavours but Limits Expansion
Hypermarkets Channel Secures Shopper Loyalty by Maximising Shelf Presence and In-Store Support
Sales Promoters and In-Person Comparison Limit Online Retail Expansion
Alcoholic Drinks in Malaysia - Industry Overview
2025 Developments
Key Data Insights
Carlsberg and Heineken Raise Prices as Consumers Trade Down
Tariff and Tax Changes Shift Demand to Affordable Imports
Population Decline and Cautious Spending Limit Future Demand
Foodservice Operators Widen Drink Offerings as Cost Pressures Ease
Beer to Sustain Dominance as Retailers and On-Trade Adapt to Price Sensitivity
On-Trade Channel Pivots to Small Servings and Premium Experiences as Excise Duties Reshape Consumer Choices
Heineken and Carlsberg Dominate as Consumers Trade Down
Hypermarkets Leverages Festive Promotions to Boost Sales and Drive Footfall
Retailers Capture Price-Sensitive Shoppers as Cost Pressures Intensify
E-Commerce Growth Stunted by Delivery Costs and Shopper Preferences for In-Store Advice
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
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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