Alcoholic Drinks in Malaysia

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
  • 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 Malaysia?
  • How are products distributed in Malaysia?
  • 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 Malaysia

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
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
Table 6 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
Table 7 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
Table 8 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
Table 9 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
Table 10 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
Table 11 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
Table 12 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

Beer in Malaysia

KEY DATA FINDINGS

Rising disposable incomes and tourist rebound drives growth in beer
Marketing campaigns often focus on bringing together music lovers and beer drinkers, with free sampling as the core strategy
On-trade settings are popular for beer consumption, while hypermarkets lead the off-trade channel due to their price advantage
Economy and mid-priced lager to experience positive growth as premium lager loses traction
Craft beer accelerates the premiumisation trend
Low and non-alcoholic beer expected to see high growth from low base
Lager price band methodology
Summary 2 Lager by Price Band 2024
Table 13 Sales of Beer by Category: Total Volume 2019-2024
Table 14 Sales of Beer by Category: Total Value 2019-2024
Table 15 Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 16 Sales of Beer by Category: % Total Value Growth 2019-2024
Table 17 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
Table 18 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
Table 19 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 20 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
Table 21 Sales of Beer by Craft vs Standard 2019-2024
Table 22 GBO Company Shares of Beer: % Total Volume 2020-2024
Table 23 NBO Company Shares of Beer: % Total Volume 2020-2024
Table 24 LBN Brand Shares of Beer: % Total Volume 2021-2024
Table 25 Forecast Sales of Beer by Category: Total Volume 2024-2029
Table 26 Forecast Sales of Beer by Category: Total Value 2024-2029
Table 27 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
Table 28 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029

Cider/Perry in Malaysia

KEY DATA FINDINGS

Cider/perry loses appeal among Millenials and Gen Z
Key players capitalise on brand reputations and ongoing marketing efforts to boost volume share
Off-trade channel remains popular for cider/perry consumption
Non-alcoholic cider is poised to experience strong growth
Immersive pop-ups and strategic collaborations to fuel cider/perry category growth
Influencer marketing drives greater consumer awareness in the cider category
Table 29 Sales of Cider/Perry: Total Volume 2019-2024
Table 30 Sales of Cider/Perry: Total Value 2019-2024
Table 31 Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 32 Sales of Cider/Perry: % Total Value Growth 2019-2024
Table 33 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
Table 34 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
Table 35 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 36 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
Table 37 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 38 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 39 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
Table 40 Forecast Sales of Cider/Perry: Total Volume 2024-2029
Table 41 Forecast Sales of Cider/Perry: Total Value 2024-2029
Table 42 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
Table 43 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029

Rtds in Malaysia

KEY DATA FINDINGS

RTDs faces headwinds amidst shifting consumer preferences and competitive pressures
RTD brands struggle to scale amid stiff competition and low consumer awareness
Hypermarkets remain the leading channel for RTDs due to wider product availability
Makgeolli-based RTD is gaining popularity amid Korean cultural influences and health-conscious trends
Volume sales set to decline as shift to low-ABV beverages gains traction
New product innovations to drive demand among younger adults
Table 44 Sales of RTDs by Category: Total Volume 2019-2024
Table 45 Sales of RTDs by Category: Total Value 2019-2024
Table 46 Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 47 Sales of RTDs by Category: % Total Value Growth 2019-2024
Table 48 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
Table 49 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
Table 50 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 51 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
Table 52 GBO Company Shares of RTDs: % Total Volume 2020-2024
Table 53 NBO Company Shares of RTDs: % Total Volume 2020-2024
Table 54 LBN Brand Shares of RTDs: % Total Volume 2021-2024
Table 55 Forecast Sales of RTDs by Category: Total Volume 2024-2029
Table 56 Forecast Sales of RTDs by Category: Total Value 2024-2029
Table 57 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
Table 58 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029

Spirits in Malaysia

KEY DATA FINDINGS

Heightened focus on responsible drinking dampens spirits
International players hold strong position in spirits category
Small local grocers are preferred for quick purchases, while hypermarkets are commonly visited for purchasing spirits intended as gifts
Whiskies are poised to support spirits through cocktail culture and premiumisation
Immersive and experiential marketing will remain key strategy to drive consumer engagement and build emotional brand connections
Cocktail culture in Malaysia is expected to drive future growth of spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2024
Table 59 Sales of Spirits by Category: Total Volume 2019-2024
Table 60 Sales of Spirits by Category: Total Value 2019-2024
Table 61 Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 62 Sales of Spirits by Category: % Total Value Growth 2019-2024
Table 63 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
Table 64 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
Table 65 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 66 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
Table 67 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
Table 68 Sales of White Rum by Price Platform: % Total Volume 2019-2024
Table 69 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
Table 70 Sales of English Gin by Price Platform: % Total Volume 2019-2024
Table 71 Sales of Vodka by Price Platform: % Total Volume 2019-2024
Table 72 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
Table 73 GBO Company Shares of Spirits: % Total Volume 2020-2024
Table 74 NBO Company Shares of Spirits: % Total Volume 2020-2024
Table 75 LBN Brand Shares of Spirits: % Total Volume 2021-2024
Table 76 Forecast Sales of Spirits by Category: Total Volume 2024-2029
Table 77 Forecast Sales of Spirits by Category: Total Value 2024-2029
Table 78 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
Table 79 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029

Wine in Malaysia

KEY DATA FINDINGS

Static volume growth observed due to threat of substitues and lifestyle changes
Australian wine is increasingly popular due to strong publicity, promotions and wide availability
Retail channel exhibits dominance in the wine sector
Cocktail culture to fuel growth of fortified wine and vermouth
Wine subscription and loyalty programmes anticipated to boost recurring wine sales and consumer engagement
Zero-alcohol wine poised for growth amid health and wellness trends
Table 80 Sales of Wine by Category: Total Volume 2019-2024
Table 81 Sales of Wine by Category: Total Value 2019-2024
Table 82 Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 83 Sales of Wine by Category: % Total Value Growth 2019-2024
Table 84 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
Table 85 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
Table 86 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 87 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
Table 88 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
Table 89 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2019-2024
Table 90 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
Table 91 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
Table 92 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 93 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 94 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
Table 95 GBO Company Shares of Champagne: % Total Volume 2020-2024
Table 96 NBO Company Shares of Champagne: % Total Volume 2020-2024
Table 97 LBN Brand Shares of Champagne: % Total Volume 2021-2024
Table 98 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 99 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 100 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
Table 101 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 102 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 103 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
Table 104 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 105 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 106 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
Table 107 Forecast Sales of Wine by Category: Total Volume 2024-2029
Table 108 Forecast Sales of Wine by Category: Total Value 2024-2029
Table 109 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
Table 110 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
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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 definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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