Total volume sales of alcoholic drinks rose significantly in Myanmar in 2024. Alcoholic drinks saw notable growth across categories in both off-trade and on-trade sales channels. However, inflation and currency exchange rate depreciation remained major barriers to further development during the year.
There were many factors that positively impacted volume and value sales of alcoholic drinks in 2024. One of the major factors was an increase in habitual consumption driven by post-coup lifestyle changes. More consumers embraced alcoholic drinks in their efforts to alleviate the pressures of a stressful environment, while social influence meant that alcoholic drinks became a more widely consumed form of beverage. Other factors included the increased availability of alcoholic drinks due to retail channel developments and marketing campaigns raising awareness of such products.
Beer was the largest category within alcoholic drinks overall in 2024, and habitual consumption rates continued to rise during the year due to beer’s lower price points and wide accessibility. Beer volume growth was driven by expanding regular consumption, and the opening of new outlets in both the off-trade and on-trade channels. Whiskies was another key category, with the second highest consumption rates after beer. Local whisky brands continue to invest heavily in marketing and promotional activities in both off-trade and on-trade channels, tailoring their campaigns to local tastes and cultural nuances. Campaigns ranged from sponsoring music festivals to giving out prizes via lucky draws.
Heineken Myanmar Ltd was the leading player in alcoholic drinks in Myanmar in 2024. This reflected the importance of beer to the overall alcoholic drinks market, especially in volume terms. Indeed, the five major players operating in beer were also the top five players in alcoholic drinks overall during the year. The second largest player, Emerald Brewery Myanmar Limited, produces and markets the Chang and Tapper beer brands, present within the domestic economy lager category. Chang increased its share in beer in 2024 as the mass-market brand continued to carve away the brand share left by former top-selling brand, Myanmar Beer, which was still being boycotted by the Myanmar public due to its affiliation with the country’s military.
Small local grocers was the leading distribution channel for alcoholic drinks in Myanmar in 2024, primarily due to the key role of beer in the overall market. The importance of the channel is built on its extensive store network, with outlets present all over the country and extending across both urban and rural environments. With stores being located near to homes and workplaces, they provide a convenient place for consumers to pick up groceries and other household essentials, as well as beer. However, small local grocers witnessed an erosion of its share of alcoholic drinks sales in 2024, largely due to the ongoing development of modern grocery retailing in the country. Convenience stores, supermarkets and hypermarkets all saw stronger volume growth in alcoholic drinks in 2024 than small local grocers.
Consumers have different motivations when spending in the off-trade and the on-trade channels. In the on-trade, they might be socialising or celebrating, while in the off-trade are likely to be stocking up for home consumption either alone or with friends and family. In either case, beer and whiskies maintain their leading positions as the top alcoholic drinks. Volume sales of these products are fairly well balanced across the two channels. One notable factor boosting demand for certain spirits in the on-trade channel is the growing popularity of cocktails. This is supporting rising demand for products such as vodka and gin in bars and restaurants.
Total volume sales of alcoholic drinks are expected to continue to rise over the forecast period. A large and young adult population in Myanmar has become more open to trying new alcoholic beverages and experiences, and a culture of consuming alcoholic drinks is thriving amongst younger generations of legal drinking age. This is expected to act as a catalyst for category growth over the forecast period. Furthermore, social stigma towards women who drink is diminishing in urban areas, and the alcoholic drinks industry is increasingly targeting women as a key demographic, developing lighter, fruitier, and more visually appealing alcoholic drinks to meet their preferences. For example, Tiger’s soju infused lager, fruit flavoured soju products, and sparkling wine are amongst recent products launched in the market.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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