With the government continuing to use movement restrictions in 2021 to control the spread of COVID-19, home consumption of spirits continued to grow in popularity as consumers looked for ways to entertain themselves while stuck at home. Aside from the restrictions, consumers also found it more affordable to drink spirits at home as off-trade prices of spirits are generally more affordable as compared to the on-trade with bars and restaurants usually applying a high mark up.
While off-trade sales of spirits saw dynamic growth in 2021, having seen sustained growth through the pandemic, the on-trade channel saw only a partial recovery to pre-pandemic sales levels. This was mainly because tough restrictions continued to be implemented in most on-trade channels in 2021, while the lack of foreign tourists due to border restrictions was a further obstacle to growth.
Gordon’s is one of the leading brands of gin in Indonesia, being second only to the dominant Gilbey’s brand. Before the pandemic, Gordon’s gin was more commonly available through the on-trade with limited availability through the off-trade.
Shochu/soju is now the largest category of spirits in total volume terms with its popularity increasing during the pandemic while many other categories saw losses. This was due to its affordability and sweet taste and this trend is expected to continue over the forecast period with sales being further supported by the K-pop wave happening around Southeast Asia.
The COVID-19 pandemic and its impact on the local economy has made consumers more price sensitive and with rising food and energy prices this could potentially intensify over the forecast period. As a result, promotional events are likely to rank among one of the most effective marketing strategies for driving sales of spirits.
Sales of spirits through e-commerce took off during the forecast period as consumers were attracted to the option of shopping from the safety and comfort of their home. E-commerce is not only seen as a convenient way to shop for spirits but for some consumers it also seen as a more discreet way of shopping for spirits, with consumption still being somewhat of a taboo in some areas and communities.
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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
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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