Alcoholic drinks in 2024: The big picture
Total volume sales of alcoholic drinks in Laos rose strongly in 2024, albeit at a slower rate than in 2023. In total current value terms, alcoholic drinks saw strong double-digit growth, albeit supported by high inflationary pressure on prices. The growth in industry was driven by enhanced marketing campaigns, increased promotional activities, faster inbound tourism flows and the popularity of foodservice.
2024 key trends
Beer remained the dominant category in alcoholic drinks in 2024. Despite rising living costs caused by prolonged high inflation and sharp currency depreciation, local consumers continued to consume alcoholic drinks, particularly beer, which remained popular in society.
Competitive landscape
Lao Brewery Co Ltd’s dominance of beer with the Beerlao brand enabled it to dominate alcoholic drinks as a whole in total volume terms in 2024, despite a drop in share as the competition intensified from smaller players grouped under “others. It is a joint venture company owned by Carlsberg and the government.
Retail developments
Small local grocers dominated off-trade volume sales of alcoholic drinks in 2024, followed by supermarkets and food/drink/tobacco specialists. Their off-trade volume shares were stable at the end of the review period.
On-trade vs off-trade split
The popularity of artisanal alcoholic drinks for private consumption means that the on-trade channel is strong. The off-trade channel led volume sales of alcoholic drinks overall in 2024, due to beer. However, the on-trade channel led volume sales of spirits and wine. Moreover, on-trade volume sales rose faster than off-trade volume sales across these three categories in 2024. It is popular to order alcoholic drinks when visiting restaurants and cafés. The number of bars, nightclubs, hotels and guesthouses is soaring in response to surging demand among the rising numbers of inbound tourists as well as the growing numbers of Laotians who travel domestically on a regular basis as their disposable incomes rise.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks are projected to remain on a good upward trajectory over the forecast period, driven by economic recovery, rising disposable incomes, expanding distribution networks and aggressive marketing and promotional activities. As consumer purchasing power improves, the demand for both mainstream and premium alcoholic drinks is likely to increase, further supported by greater accessibility through modern retail channels, including e-commerce, and on-premise consumption in bars and restaurants.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Laos 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 Laos, 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 Laos 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 Laos?
- 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 Laos?
- How are products distributed in Laos?
- 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 Laos
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
Operating Environment
Contraband/parallel trade
Duty free
Cross-border/private imports
Key New Product Launches
Outlook
DISCLAIMER
Key Data Findings
2024 Developments
Healthy total volume growth despite economic headwinds
Lao Brewery invests heavily in marketing and promotions, music and cultural events and new product development
Small local grocers dominate but convenience stores show promise
Prospects and Opportunities
Upward growth trajectory for beer with space for more modern options
On-trade channel to continue its post-pandemic recovery although off-trade consumption is set to remain ahead
Sustainability to play a growing role in beer brewing
Category Data
Key Data Findings
2024 Developments
Wine continues to attract investment and gain momentum in Laos
Consumers enjoy traditional local options
LBC Fine Wines emerges as a key presence in wine
Prospects and Opportunities
Wine appreciation is set to continue to grow in the forecast period
The on-trade channel is expected to benefit from strategic partnerships
Local wine production to remain popular in the regions
Category Data
Key Data Findings
2024 Developments
Spirits sees heavy investment in 2024
Strong marketing activity in spirits
The on-trade channel continues to shape the distribution of spirits
Prospects and Opportunities
Local spirits to leverage authenticity, price and sustainability advantages
Safety fears could see visitors favour premium and imported spirits
Evolving tastes and preferences to shape demand
Category Data
2024 Developments
Cider/perry remains a negligible category in Laos
Carlsberg works to drive cider into the mainstream
Availability improves but distribution remains limited
Prospects and Opportunities
High pricing to remain a major obstacle
Strong competition to dampen the demand for cider/perry
Distribution is a key avenue for the potential take-off of cider/perry
Category Data
2024 Developments
Wine-based RTDs see significant company activity
Spy is the most dynamic brand
RTDs most visible in grocery retailers although distribution is widening online
Prospects and Opportunities
Investment is required to for RTDs to emerge as a significant category
Targeted marketing could grow the consumer base
The online channel offers development opportunities
Category Data
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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-
- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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-
- Blended Malt Scotch Whisky
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- 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
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- 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
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- 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
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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