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Competitive Landscape
Diageo Leverages Premium Portfolio and Distribution Reach to Sustain Lead
Analysis of company shares in spirits from 2020 to 2025 reveals a moderately fragmented landscape, with the largest player, Diageo, holding a total volume share of 22% in 2025. There is increasing competition, with several local and international companies gaining share, with the overall gap between the largest and second-tier players narrowing.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits 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 Spirits 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 Spirits 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 Spirits in Indonesia?
- Where is consumer demand for Spirits 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?
Spirits in Indonesia - Category analysis
Key Data Insights
Spirits Summary
Chart 1 Key Industry Trends for Spirits
Affluent Urban Drinkers Choose Premium Spirits for Experience and Quality
Other Spirits Brands Innovate to Maintain Leadership in a Changing Landscape
Chart 2 Crafting Perfection: Keris Single Malt Whisky
Keris Single Malt Whisky Leverages Heritage to Elevate Indonesian Spirits
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Jobubu Jarum Minahasa Drives Local Heritage Spirits to Global Prominence
National Specialities Sustain Dominance as Local Innovation Broadens Appeal
Diageo and Pernod Ricard to Fuel Premiumisation
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Diageo Leverages Premium Portfolio and Distribution Reach to Sustain Lead
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Bars and Lounges Boost Sales by Elevating Spirits Experiences
Digital Platforms Shape Engagement but Face Sales Restrictions
Chart 9 Balinese Ingredients Enter Premium Spirits
Flavour and Heritage the Focus of Innovation
Johnnie Walker and Smirnoff Leverage Premiumisation and Sustainability
Chart 10 Real Gdp Growth 2020-2030
Chart 11 Inflation 2020-2030
Chart 12 Economic Context for Spirits
Chart 13 Population 2020-2030
Chart 14 Population by Generation 2025
Chart 15 Consumer Context for Spirits
Alcoholic Drinks in Indonesia - Industry Overview
2025 Developments
Key Data Insights
Chart 16 Key Industry Trends for Alcoholic Drinks
Economic Stability Supports Growth in 2025
Bir Bintang Arak Jeruk Wins Young Adult Drinkers with Local Flavours
Chart 17 Flavour Experiments Shape Demand
Premiumisation and Mindful Drinking Reshape Product Portfolios
Chart 18 Volume Sales 2020-2030
Chart 19 Volume Sales by Category 2025
Younger Consumers of Legal Drinking Age Drive Demand for Authentic and Mindful Experiences
Local Flavours and Premium Stories Reshape Brand Engagement
Chart 20 Forecast Volume Sales 2020-2030
Chart 21 Forecast Volume Sales by Category 2025-2030
Chart 22 Analyst Insight for Alcoholic Drinks
Multi Bintang Indonesia Extends Lead as Local Rivals Innovate
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
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
Chart 25 Indonesia's Wine Market Becoming Polarised
Flavour Innovation and Polarisation Inform the Market
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Economic Context for Alcoholic Drinks
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Chart 31 Consumer Context for Alcoholic Drinks
Country Reports Disclaimer
The following categories and subcategories are included:
Spirits
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- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitions
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This report originates from Passport, our Spirits research and analysis database.
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