Alcoholic drinks in 2024: The big picture
In 2024, total volume sales of alcoholic drinks in Indonesia experienced a robust increase, with a more significant rise in current value sales. Growth was mainly attributed to a strong rebound in tourism, and the expansion of hospitality, particularly in urban centres such as Jakarta, and popular tourist destinations like Bali. The influx of visitors and increased footfall in bars, restaurants, and hotels significantly boosted volume sales, while off-trade channels, including small local grocers and supermarkets, continued to facilitate impulse purchases and everyday consumption. However, the industry faced challenges from global economic pressures, inflation, and supply chain disruptions, which notably affected beer. Consumers responded to rising costs by shifting their preference towards mid-priced options, especially in the off-trade, while younger demographics of legal drinking age showed a growing inclination for smaller packaging formats and single-serve options.
2024 key trends
Beer was the largest category within alcoholic drinks in Indonesia in 2024, and total volume sales continued to rise. Growth was driven by the rise of tourism, urban nightlife, and brand-led event marketing, particularly in Jakarta and Bali. Bir Bintang, a mid-priced lager, maintained its leading position, offering a balance of affordability and brand recognition. Lower-mid-priced lagers such as Anker and Prost continued to attract price-sensitive consumers during a period of inflation. Mid-priced beers were increasingly seen as offering the best value, with premium options reserved for special occasions or on-trade consumption. However, premium brands like Paulaner and Budweiser found a niche in upscale urban venues, appealing to affluent, experience-driven consumers. Flavoured and mixed lagers also gained popularity among younger adults through lifestyle marketing that linked these products to beach life, music, and social gatherings.
Competitive landscape
Multi Bintang Indonesia Tbk PT was the leading company in alcoholic drinks in Indonesia in 2024, accounting for nearly half of total volume sales. The company’s portfolio includes Bintang, Heineken, and Guinness, which are present across traditional lager, flavoured/mixed lager, premium lager, and non/low alcohol beer, catering to diverse consumer preferences.. Multi Bintang experienced continued share growth in 2024, driven by the enduring popularity of Bintang, a household name among both local consumers and international tourists. This growth was significantly influenced by the increase in tourism, particularly in Bali and Jakarta. Rising hotel occupancy and event-led consumption bolstered on-trade demand, while the brand also maintained strong visibility across off-trade channels, enhancing its accessibility.
Retail developments
Small local grocers dominated the distribution of alcoholic drinks in Indonesia in 2024, and experienced only a marginal decline in its ff-trade volume share. This continued dominance was attributed to convenience, affordability, and proximity, particularly beneficial in residential and tourist-heavy areas. Small local grocers was an especially strong distribution channel in beer and wine, where impulse purchases and smaller packaging formats appeal to younger, price-sensitive consumers of legal drinking age. In beer, such outlets support sales of single-serve formats and mid-priced brands such as Bintang and Prost. In wine, they facilitate access to locally produced fruit and herbal wines. Despite seeing a slight share decline in 2024 due to diversification of retail formats, this channel remained highly relevant.
On-trade vs off-trade split
In 2024, the on-trade channel accounted for 41% of total volume sales of alcoholic drinks in Indonesia, representing a marginal decline from the previous year. Nevertheless, this channel remained dynamic, particularly for beer, wine, and spirits. The vibrancy of bars, bistros, and music festivals drove experiential consumption, with brands such as Bintang and Kura-Kura utilising curated menus and partnerships with events like We The Fest and Pestapora to engage with younger consumers of legal drinking age. Wine gained popularity in premium restaurants and bistros in Jakarta and Bali, supported by curated pairings and seasonal offerings. Spirits maintained a strong presence in cocktail-led venues and slow bars, reinforcing their role in social and lifestyle-driven settings. In contrast, off-trade channels continued to facilitate impulse purchases and everyday consumption, particularly for beer and RTDs. Supermarkets and hypermarkets sustained their volume through bundled promotions, while specialist stores remained crucial for premium spirits and imported wines. The distribution landscape is becoming increasingly diversified, with brands balancing convenience, premium appeal, and cultural relevance across both channels.
What next for alcoholic drinks?
The Indonesian alcoholic drinks industry is expected to experience steady growth over the forecast period, driven by increases in both off-trade and on-trade sales across all categories. This growth will be supported by the continued growth of tourism, the expansion of hospitality infrastructure, and evolving consumer preferences.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Indonesia 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Indonesia?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Indonesia?
- How are products distributed in Indonesia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Indonesia
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Indonesia
KEY DATA FINDINGS
Beer sees slower volume growth amidst uncertain economic conditions
Multi Bintang Indonesia continues to dominate beer
Small local grocers supports impulse purchases of beer
Tourism expected to drive growth in sales of beer over the forecast period
Premiumisation and flavour innovation set to drive experience-led growth
Increase in sustainable practices anticipated amongst beer companies
Lager price band methodology
Cider/Perry in Indonesia
KEY DATA FINDINGS
Cider/perry struggles with waning consumer interest from a low base
Indosarnia PT maintains its dominance in a challenged category
Food/drink/tobacco specialists is the key distribution channel for cider/perry
Cider/perry will continue face challenges in the forecast period, with increased competition from RTDs and flavoured beers
Lifestyle positioning and targeted engagement
Flavour innovation and expansion of consumption occasions will be important
Rtds in Indonesia
KEY DATA FINDINGS
Moderate growth amidst limited innovation, with spirit-based RTDs dominant
Diageo Plc maintains its leading position, although the competition from smaller brands rises
Modern grocery retailers continue to dominate the distribution of RTDs
Steady growth expected in RTDs, with digital engagement and flavour variety key to sustaining consumer interest
Smirnoff Ice refreshes its packaging to boost Gen Z appeal and shelf impact
RTDs could benefit from a presence at festivals and low alcohol appeal to drive relevance
Spirits in Indonesia
KEY DATA FINDINGS
Urban drinking culture and tourism fuel growth in spirits
Diageo Plc continues to lead spirits, but sees a share decline as smaller players are dynamic
Specialist outlets continue to lead thanks to a wide variety and convenience
Spirits expected to see stable growth through intensive brand engagement
Local innovation expected to drive greater consumer interest in spirits
Global brands likely to continue to lead sustainability efforts in spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Indonesia
KEY DATA FINDINGS
Fruit and herbal wines drives sales and growth in wine in Indonesia
Local and global brands compete through innovation
Small local grocers continues to dominate
Urban dining and social culture set to propel dynamic growth for wine over the forecast period
Local identity and premium experiences to elevate the appeal of wine
Sustainability and health-conscious innovations likely to reshape wine preferences
The following categories and subcategories are included:
Alcoholic Drinks
-
-
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
-
- Flavoured/Mixed Lager
-
-
- Domestic Premium Lager
- Imported Premium Lager
-
- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
-
- Domestic Economy Lager
- Imported Economy Lager
-
-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
-
-
- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
-
-
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
-
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
-
-
- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
-
-
-
- Port
- Sherry
- Vermouth
- Other Fortified Wine
-
- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
-
- Champagne
- Other Sparkling Wine
-
- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
-
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Alcoholic Drinks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!