Perindustrian Bapak Djenggot PT remains the dominant player in wine in Indonesia Pandemic with its Orang Tua range which includes Anggur Kolesom, Anggur Merah, Arak Obat and Anggur Buah, among others, returning to growth in total volume terms in 2021. The company has taken full advantage of digital marketing and social media to rebrand its product range and drive sales in Indonesia.
Due to the COVID-19 pandemic Indonesia’s international borders remained closed for most of 2021, with wine sales therefore relying on domestic consumption. As a result, the general preference for wine also changed.
Wine is considered more of a lifestyle or occasional choice of alcoholic drink for many Indonesian consumers, often being consumed at special occasions. As such, there was a degree of polarisation within the category in 2021 as Indonesia began to adjust to the new normal.
E-commerce saw strong gains from a low base during pandemic with mobility restrictions and the fear of catching COVID-19 pushing consumers online for a range of products, including wine. For wine, e-commerce also benefited from the fact there are more options available online as compared to in local stores.
Fruit and herbal wine is expected to remain the dominant category in wine during the forecast period, with the category also expected to continue outperforming still light grape wine in terms of sales growth, in total volume terms. One of the main reasons for the stronger growth anticipated in the category is the strong promotional efforts of the category’s leading brands, with the rebranding and repositioning of the category’s dominant umbrella brand Orang Tua set to prove hugely influential on category sales by supporting rising demand among younger consumers.
There is still seen to be a lack of education in Indonesia around the different varieties of wine and how to appreciate them, but efforts are being made to address this in an effort to expand the consumer base for wine. For example, there are now more wine tasting classes and wine pairing classes in the country, with some of these being initiated in partnership with local wine players such as Hatten or Sababay.
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Understand the latest market trends and future growth opportunities for the Wine industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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