PUBLISHER: Euromonitor International | PRODUCT CODE: 2138269
PUBLISHER: Euromonitor International | PRODUCT CODE: 2138269
Alcoholic Drinks in Malaysia
Alcoholic drinks in Malaysia in 2025 experienced muted total volume growth of 2% to 257 million litres, while total value sales climbed by 6% in current terms to MYR20.6 billion, propelled by tax-driven price increases rather than stronger demand. The environment remained challenging due to stagnant incomes, ongoing inflation, and tighter regulations, notably the implementation of higher excise duties and sales taxes, which dampened consumer sentiment and led to a pronounced shift towards more affordable products, especially beer. Beer continued to dominate, accounting for over 92% of total volume, as rising prices and increased sensitivity to cost encouraged consumers to trade down and prioritise purchases during promotions, often opting to drink at home instead of in on-trade venues. The competitive landscape was highly concentrated, with Heineken Malaysia and Carlsberg Brewery Malaysia maintaining strong positions through diversified portfolios and targeted pricing. Meanwhile, retail channels such as hypermarkets gained relevance among value-seeking shoppers. Prospects for expansion remain limited, with demographic contraction, regulatory headwinds, and a forecast flat retail volume CAGR to 2030, signalling a need for brands to focus on portfolio breadth, pricing flexibility, and distribution strength to secure growth in an increasingly polarised environment.
Euromonitor International's Alcoholic Drinks in Malaysia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Alcoholic Drinks market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market's major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.
TABLE OF CONTENTS
List Of Contents And Tables
Executive Summary
- 2025 Developments
Key Data Insights
Key Industry Trends
- CHART 1 Key Industry Trends for Alcoholic Drinks
Industry Performance
- Carlsberg and Heineken Raise Prices as Consumers Trade Down
- Tariff and Tax Changes Shift Demand to Affordable Imports
- CHART 2 Imports Impacted by New Tax Regimes
- Population Decline and Cautious Spending Limit Future Demand
- CHART 3 Volume Sales 2020-2030
- CHART 4 Volume Sales by Category 2025
What's Next?
- Foodservice Operators Widen Drink Offerings as Cost Pressures Ease
- CHART 5 Beer Dominates Alcoholic Drinks Volumes in Malaysia
- Beer to Sustain Dominance as Retailers and On-Trade Adapt to Price Sensitivity
- On-Trade Channel Pivots to Small Servings and Premium Experiences as Excise Duties Reshape Consumer Choices
- CHART 6 Forecast Volume Sales 2020-2030
- CHART 7 Forecast Volume Sales by Category 2025-2030
Competitive Landscape
- CHART 8 Analyst Insight for Alcoholic Drinks
- Heineken and Carlsberg Dominate as Consumers Trade Down
- CHART 9 Company Shares 2025
- CHART 10 Brand Shares 2025
Channels
- Hypermarkets Leverages Festive Promotions to Boost Sales and Drive Footfall
- Retailers Capture Price-Sensitive Shoppers as Cost Pressures Intensify
- E-Commerce Growth Stunted by Delivery Costs and Shopper Preferences for In-Store Advice
Market Background
- Legislation
- Legal Purchasing Age and Legal Drinking Age
- Drink Driving
- Advertising
- Smoking Ban
- Opening Hours
Taxation and Duty Levies
Operating Environment
- Contraband/Parallel Trade
- Duty Free
- Cross-Border/Private Imports
Economic Context
- CHART 11 Economic Context for Alcoholic Drinks
- CHART 12 Real Gdp Growth 2020-2030
- CHART 13 Inflation 2020-2030
Consumer Context
- CHART 14 Consumer Context for Alcoholic Drinks
- CHART 15 Population 2020-2030
- CHART 16 Population by Generation 2025
- Country Reports Disclaimer
BEER IN MALAYSIA
Key Data Insights
- 2025 Developments
- Beer Summary
Key Industry Trends
- CHART 17 Key Industry Trends for Beer
Industry Performance
- Economic Pressures Shape Development of Beer
- Domestic Lager Sustains Lead
- CHART 18 Players Increasing Unit Selling Prices Discourages Consumption in 2025
- Heineken'S Flavour Launches Spark Short-Term Excitement but Fail to Lift Volumes
- CHART 19 Volume Sales 2020-2030
- CHART 20 Volume Sales by Category 2025
What's Next?
- Heineken and Carlsberg Introduce New Flavours to Attract Younger Consumers of Legal Drinking Age
- CHART 21 Heineken Malaysia Bhd Offers Limited Edition Novel Flavour of Beer to Serve Niche Consumers
- Lager to Retain Dominance, Supported by Price Sensitivity
- CHART 22 Forecast Volume Sales 2020-2030
- CHART 23 Forecast Volume Sales by Category 2025-2030
Competitive Landscape
- CHART 24 Analyst Insight for Beer
- Heineken and Carlsberg Defend Lead as Premium Launches Meet Cautious Demand
- CHART 25 Company Shares 2025
- CHART 26 Brand Shares 2025
Channels
- Hypermarkets Channel Leverages Shelf Space and Promotions to Drive Beer Sales
- High Delivery Costs and Convenience Barriers Limit E-Commerce Appeal
Products
- Heineken and Carlsberg Drive Flavour Launches Amid Price Pressure
Economic Context
- CHART 27 Economic Context for Beer
- CHART 28 Real Gdp Growth 2020-2030
- CHART 29 Inflation 2020-2030
Consumer Context
- CHART 30 Consumer Context for Beer
- CHART 31 Population 2020-2030
- CHART 32 Population by Generation 2025
- Country Reports Disclaimer
CIDER/PERRY IN MALAYSIA
Key Data Insights
- 2025 Developments
- Cider/Perry Summary
Key Industry Trends
- CHART 33 Key Industry Trends for Cider/Perry
Industry Performance
- Somersby Achieves Shelf Dominance as Rivals Exit Amid Slow Volume Growth
- CHART 34 Somersby's Dominance of Shelf Space Is a Barrier to Other Brands' Expansion
- Limited-Edition Launches and Nolo Trends Broaden Appeal among Young Adults
- Health-Driven Shifts and Flavour Innovation Reshape Drinking Occasions
- CHART 35 Volume Sales 2020-2030
- CHART 36 Volume Sales by Category 2025
What's Next?
- Anticipated Decline in Total Volume Amid Ongoing Competition From Beer
- CHART 37 Cider/Perry Gains Traction in Off-Trade Channels with Ongoing New Product Development.
- Bundle Offers and Expanded Distribution Channels Drive Brand Visibility
- CHART 38 Forecast Volume Sales 2020-2030
- CHART 39 Forecast Volume Sales by Category 2025-2030
Competitive Landscape
- CHART 40 Analyst Insight for Cider/Perry
- Carlsberg Leverages Flavour Innovation and Social Engagement to Widen Lead
- CHART 41 Company Shares 2025
- CHART 42 Brand Shares 2025
Channels
- Carlsberg and Heineken Prioritise Hypermarkets to Boost Cider Sales
- High Delivery Fees and Offline Promotions Limit Online Cider Sales
Economic Context
- CHART 43 Economic Context for Cider/Perry
- CHART 44 Real Gdp Growth 2020-2030
- CHART 45 Inflation 2020-2030
Consumer Context
- CHART 46 Consumer Context for Cider/Perry
- CHART 47 Population 2020-2030
- CHART 48 Population by Generation 2025
- Country Reports Disclaimer
RTDS IN MALAYSIA
Key Data Insights
- 2025 Developments
- Rtds Summary
Key Industry Trends
- CHART 49 Key Industry Trends for Rtds
Industry Performance
- Suntory Product Shortages and Excise Hikes Drive Consumer Retreat
- Spirit-Based Brands Maintain Dominance
- CHART 50 Rtds Volumes Dampened by Economy Uncertainty in 2025
- Excise Policy Shifts and Price Rises Prompt Consumer Downtrading
- CHART 51 Players Increase Unit Selling Prices and Maintain Pack Sizes in 2025
- CHART 52 Volume Sales 2020-2030
- CHART 53 Volume Sales by Category 2025
What's Next?
- Foodservice and Grocery Retailers Expand Offerings as Costs Ease
- Suntory Holdings Exits as Consumers Trade Down to Alternatives
- CHART 54 Forecast Volume Sales 2020-2030
- CHART 55 Forecast Volume Sales by Category 2025-2030
Competitive Landscape
- CHART 56 Analyst Insight for Rtds
- Pelican Winery Maintains Share through Breadth of Flavours but Limits Expansion
- CHART 57 Company Shares 2025
- CHART 58 Brand Shares 2025
Channels
- Hypermarkets Channel Secures Shopper Loyalty by Maximising Shelf Presence and In-Store Support
- Sales Promoters and In-Person Comparison Limit Online Retail Expansion
Economic Context
- CHART 59 Economic Context for Rtds
- CHART 60 Real Gdp Growth 2020-2030
- CHART 61 Inflation 2020-2030
Consumer Context
- CHART 62 Consumer Context for Rtds
- CHART 63 Population 2020-2030
- CHART 64 Population by Generation 2025
- Country Reports Disclaimer
SPIRITS IN MALAYSIA
Key Data Insights
- 2025 Developments
- Spirits Summary
Key Industry Trends
- CHART 65 Key Industry Trends for Spirits
Industry Performance
- Affluent Consumers Shift to Affordable Brands Amid Rising Costs
- Other Spirits Dominates as Consumers Seek Value over Premium Options
- CHART 66 Increasing Demand for Multi-Sensory Drinking Experiences at Home
- Don Don Donki Drives Diy Cocktail Trend among Young Adult Drinkers
- CHART 67 Volume Sales 2020-2030
- CHART 68 Volume Sales by Category 2025
What's Next?
- Grocery Retailers to Expand Portfolios as Operational Costs Ease
- Ongoing Development of Cocktail Culture
- CHART 69 Forecast Volume Sales 2020-2030
- CHART 70 Forecast Volume Sales by Category 2025-2030
Competitive Landscape
- CHART 71 Analyst Insight for Spirits
- Moet Hennessy Diageo Malaysia Sdn Bhd Rises to the Top
- CHART 72 Company Shares 2025
- CHART 73 Brand Shares 2025
Channels
- Small Local Grocers Shapes Brand Choices through Personalised Advice
- Physical Stores Retain Advantage as Shoppers Seek In-Person Guidance
Products
- CHART 74 Jinro Lemon Launched in 2025
- Muihua Captures Young Consumers with Jinro Flavour Launches
- Don Don Donki Drives At-Home Cocktail Trend among Young Adults
- Heineken Malaysia Crosses Categories with Tiger Soju Lager for New Occasions
Economic Context
- CHART 75 Economic Context for Spirits
- CHART 76 Real Gdp Growth 2020-2030
- CHART 77 Inflation 2020-2030
Consumer Context
- CHART 78 Consumer Context for Spirits
- CHART 79 Population 2020-2030
- CHART 80 Population by Generation 2025
- Country Reports Disclaimer
WINE IN MALAYSIA
Key Data Insights
- 2025 Developments
- Wine Summary
Key Industry Trends
- CHART 81 Key Industry Trends for Wine
Industry Performance
- Caldbeck Macgregor Adapts to Value-Driven Consumer Shifts Amid Economic Turbulence
- CHART 82 A Market Reliant on Wine Imports Is Impacted by New Government Policies
- Williams and Humbert Sustains Demand for Glass Bottle Formats as Consumers Seek Authenticity
- Affluent Consumers Switch to Table Wine as Tariffs and Taxes Reshape Purchase Decisions
- CHART 83 Volume Sales 2020-2030
- CHART 84 Volume Sales by Category 2025
What's Next?
- Grocery Retailers Expand Wine Offerings as Promotions Drive Home Consumption
- CHART 85 Economic Environment Key to Wine Demand
- Table Wine Outpaces Premium Alternatives as Shoppers Prioritise Price
- Fortified Wine and Vermouth to Gain Momentum as Cocktail Venues Flourish
- CHART 86 Forecast Volume Sales 2020-2030
- CHART 87 Forecast Volume Sales by Category 2025-2030
Competitive Landscape
- CHART 88 Analyst Insight for Wine
- Luen Heng Agency Sees Share Gains as Caldbeck Macgregor Retains Key Brands
- CHART 89 Company Shares 2025
- CHART 90 Brand Shares 2025
Channels
- Hypermarkets Leverages Festive Promotions to Capture Wine Shoppers
- Physical Stores Outperform Online Platforms as Consumers Seek Advice and Value
Economic Context
- CHART 91 Economic Context for Wine
- CHART 92 Real Gdp Growth 2020-2030
- CHART 93 Inflation 2020-2030
Consumer Context
- CHART 94 Consumer Context for Wine
- CHART 95 Population 2020-2030
- CHART 96 Population by Generation 2025
- Country Reports Disclaimer
