Demand for gin in Singapore continued to rise in 2021, following a dynamic off-trade performance the previous year. This is contrast to a more flat performance for vodka, which recorded single-digit total volume growth in 2021.
Sales of soju are growing aggressively in Singapore with 2021 recording another dynamic year of growth. One of the major growth drivers of this trend is linked to the popularity of Korean culture, including food and beverages, and the boom of K-pop.
Many types of spirits, including whiskies, recorded double-digit off-trade volume growth in 2021, excluding brandy and cognac, and tequila (and mezcal). In particular, brandy and cognac is generally associated with older generations, making it difficult for producers to capture older Generation Z consumers and millennials.
Sustainability is now trending across every industry, including spirits. Sustainably-minded consumers have greatly impacted the transformation of business practices and production in recent years.
Since Singapore is a country that is considered to have a mature drinking culture, it is a challenge to keep abreast of consumers’ changing interests and demand for more innovative options. This is likely to positively impact sales of craft spirits, a niche area of the category, which nonetheless offers further growth potential over the forecast period.
Meanwhile, it is noticeable that local consumers are gaining greater awareness of rum, with this trend set to grow over the forecast period. Subsequently, there is a greater selection of quality rum available in Singapore.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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