Single malt Scotch whisky is seeing higher volume growth than that of overall whiskies in Singapore, as younger adult consumers and, notably, female consumers continue to shift away from other spirits such as blended Scotch whisky towards single malt whiskies. Young adult consumers lack brand loyalty and are more open to trying out different and innovative single malt brands, having the disposable income to do so.
A strong cocktail culture has developed in Singapore, with a growing number of concept bars appearing and cocktail innovation taking place, leading to the crowning of Singapore as the cocktail capital in Asia. This is influencing a lifestyle change whereby consumers increasingly prefer to go to pubs and bars compared to clubs.
With its extensive product offering across different spirits categories, Pernod Ricard (S) Pte Ltd maintains its leading position in spirits in Singapore. Despite losing total volume share due to the slowing growth of several categories, its brands remain the biggest in their respective categories: Martell in cognac, Chivas Regal in other blended Scotch whisky, and Absolut in vodka.
Craft spirits, produced by small independent distilleries, are gaining popularity in Singapore. Craft gin is particularly popular, due to consumers’ rising fondness for gin cocktails and the wider availability of gin brands in on-trade establishments such as pubs and bars.
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This industry report originates from Passport, our Alcoholic Drinks market research database.