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.
Alcoholic drinks in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
On-trade vs off-trade split
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.
What next for alcoholic drinks?
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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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Myanmar 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 Myanmar, 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 Myanmar 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 Myanmar?
- 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 Myanmar?
- How are products distributed in Myanmar?
- 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 Myanmar
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
Strong growth, but no non/low alcohol sales
Heineken stays out in front
Small local grocers remains the leading channel, but modern grocery retailing taking share
Prospects and Opportunities
Domestic beer to drive growth
Rising prices dampen development of craft beer
Hybrid beer targets local taste preferences
Category Data
Key Data Findings
2024 Developments
Strong growth, though there are still notable obstacles to expansion
Fragmented competitive environment
Modern grocery retailers lead
Prospects and Opportunities
Affordability a key factor in driving growth
Potential for non-grape wine expansion
Opportunities for affordable imports
Category Data
Key Data Findings
2024 Developments
Whiskies remains the largest category
Grand Royal extends lead
Specialist retailers gain share
Prospects and Opportunities
Consumers becoming more adventurous and sophisticated
Efforts to clamp down on illicit trade
Continued use of marketing initiatives
Category Data
2024 Developments
Little interest in cider/perry
No major competition for Magners
Reliance on on-trade
Prospects and Opportunities
Cider/perry unlikely to become established
Little opportunity for expansion without local production
Strong competition from other categories
Category Data
2024 Developments
Growing interest amongst Millennials and Gen Z
Siam Winery launches sparkling fruit wine RTD
Specialists play important role in distribution
Prospects and Opportunities
Growing demand for flavoured soju RTDs
Off-trade to remain key
New flavours
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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