Total spirits volumes returned to growth in 2021, though they remained below the level seen immediately prior to the outbreak of COVID-19. However, even before the pandemic, spirits was seeing total volume sales decline due to legal rulings that prevented small pack sizes.
Within spirits, soju has been seeing continued double-digit volume growth in the past few years. While other spirits categories struggled in 2021, soju continued to perform very strongly, maintaining a double-digit rise in total volume sales.
While the measures introduced to curb the spread of COVID-19 had a marked economic impact and hit consumers’ purchasing power, there was persistent demand for higher-end products amongst a segment of higher income consumers, who continued to purchase such premium spirits for home consumption in 2021. As strict COVID-19 related restrictions were in place for much of 2021 and people were unable to dine out for significant periods, higher-income consumers proved willing to devote more resources to home consumption.
The reopening of the economy, albeit gradual, in 2021 saw that Malaysian consumers are eager for a return to normal social and economic activity. Fully vaccinated individuals eagerly flocked to foodservice outlets, where they were now able to dine, depending on the implementation of guidelines.
A growing focus on the problem of drink driving and the change in legislation regarding the allowable hours for selling of alcohol are set to raise consumer awareness of the strength of alcoholic drinks they are consuming. This will go hand-in-hand with the ongoing rise in consumer health-consciousness, which was bolstered by the experiences of the COVID-19 crisis and is leading consumers to pay greater attention to their alcohol intake.
Pernod Ricard Malaysia remained the leading player in spirits by value in 2021, though it lost top spot in volume terms to local player, Muihua Sdn Bhd, which dominates the rapidly growing but low value shochu/soju category. Pernod Ricard is expected to remain the largest player over the forecast period as it leverages an extensive product portfolio, including leading brands such as Chivas Regal 12 YO, Martell VSOP and Martell Cordon Bleu.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Spirits 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 Spirits 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
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!