Alcoholic drinks in 2024: The big picture
In 2025, alcoholic drinks in Singapore saw a modest rebound, with total volume sales increasing by 1% and total value sales rising by 6%. This improved performance was underpinned by a return of large-scale events, enhanced consumer sentiment, and a growing appetite for premium and experiential offerings. However, the industry continued to grapple with headwinds such as inflation, rising duties, and cautious discretionary spending, which influenced both consumption patterns and channel dynamics. Therefore, Singaporeans increasingly balanced value-conscious behaviour with a desire for premium experiences, leading to a nuanced consumption pattern.
2024 key trends
Consumer behaviour in 2025 was characterised by two contrasting trends. Economic pressures, including higher living costs and GST hikes, led to a shift towards value-driven consumption, particularly in off-trade channels. Singaporeans increasingly opted for at-home drinking, favouring supermarkets and e-commerce platforms for their convenience and affordability. This trend resulted in fewer but more intentional consumption occasions, where consumers were willing to spend more on quality experiences. Conversely, a segment of affluent, trend-sensitive consumers drove demand for premiumisation, favouring high-quality, flavour-focused products and immersive brand activations.
Competitive landscape
There were no significant changes within the competitive landscape of alcoholic drinks in 2024, with the top three players retaining their positions. Asia Pacific Breweries Ltd remained the leading company, producing the Tiger, Heineken, Anchor and Guinness brands in beer. Its success is rooted in its ability to cater to diverse consumer preferences, from mainstream affordability to premium indulgence. Tiger continued to dominate domestic mid-priced lager, supported by culturally resonant campaigns such as the “Huat in the Heartlands” contest, which offered over SGD880,880 in cash prizes. Meanwhile, Heineken maintained its leadership of premium lager, leveraging its global brand equity and aspirational positioning. Looking ahead to 2025, Asia Pacific Breweries is expected to expand its presence in flavoured/mixed lager, following review period innovations such as the Tiger Soju Infused Lager range, tapping into K-culture and younger demographics. The company is also likely to deepen its engagement in on-trade channels and experiential marketing, reinforcing its leadership through both volume and value growth.
Retail developments
Supermarkets remained the leading distribution channel for alcoholic drinks in 2024. Its dominance continued to be driven by convenience, wide product assortments, and integration into everyday shopping routines. Supermarkets offer a particularly strong portfolio of beer and wine, offering a mix of mainstream and premium options that cater to diverse consumer needs. Retailers such as FairPrice, Cold Storage, and Giant continue to attract consumers through seasonal promotions, bundle deals, and loyalty programmes. Moving forward, the channel is likely to further enhance its appeal through digital integration, exclusive launches, and cross-category merchandising.
On-trade vs off-trade split
In Singapore, on-trade continued to dominate volume sales of alcoholic drinks in 2024, with the channel remaining crucial for social and experiential consumption, especially for beer and spirits. Venues such as bars, rooftop lounges, and gastropubs continued to drive demand through immersive experiences, premium pours, and curated menus. Beer remained the leading category through on-trade, albeit marginally down from the previous year, driven by cautious discretionary spending and a gradual shift towards home consumption.
What next for alcoholic drinks?
Over the forecast period, total volume sales of alcoholic drinks in Singapore are expected to experience steady growth, driven by a combination of premiumisation, flavour innovation, and experiential consumption. Despite economic pressures such as high alcohol duties and inflation, which may temper growth in some categories, the overall industry is anticipated to expand steadily, with beer, spirits, and wine leading the charge. The increasing demand for premium and unique experiences will continue to be a significant factor, as consumers seek higher-quality products and more engaging drinking occasions.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- 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 Singapore?
- How are products distributed in Singapore?
- 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 Singapore
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 Singapore
KEY DATA FINDINGS
Beer volume sales marginally rise, in line with improved consumer spending
Asia Pacific Breweries retains strong leadership of beer
Supermarkets remains dominant distribution channel for beer
Consumer interest in beer to remain high with greater brand engagement expected
Premiumisation will be at the forefront of brand strategy
Innovation to reshape consumer engagement and brand differentiation
Lager price band methodology
Cider/Perry in Singapore
KEY DATA FINDINGS
Demand for cider/perry continues to fall due to lack of differentiation or innovation
Carlsberg’s Somersby maintains leadership amid a shrinking category
Supermarkets remains key off-trade channel for cider/perry but on-trade dominates
Flavour innovation in attempt to increase consumer interest
Somersby leverages popularity of K-pop star Yeonjun to refresh cider’s appeal
Cider/perry expected to face further competition from alternative alcoholic drinks
Rtds in Singapore
KEY DATA FINDINGS
RTDs remains positive as consumer sentiment improves
Bacardi-Martini Singapore Pte Ltd retains overall dominance despite challenges
Supermarkets remains key off-trade distribution channel for RTDs
RTDs set to struggle to achieve a stronger performance over forecast period
Growing health and wellness trend in RTDs may spur consumer interest
Blurring lines between non alcoholic RTDs and other options create headwinds
Spirits in Singapore
KEY DATA FINDINGS
Increasing interest in mixology trend helps fuel growth of spirits
Pernod Ricard (S) Pte Ltd retains lead in increasingly fragmented landscape
Supermarkets continues to drive off-trade distribution of spirits
Players will continue to focus on value as rising moderate consumption trend is expected to temper volume growth
Spirit consumption expected to evolve in line with Generation Z priorities
Flavour innovation will remain key in spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Singapore
KEY DATA FINDINGS
Despite flat demand, value sales of wine rise in 2024
Packaging innovation to elevate the appeal of wine and act as point of difference
Supermarkets continues to dominate off-trade distribution of wine in Singapore
Increasing consumption occasions to drive volume growth
Growth of wine to be supported by greater consumer education
Japanese sake will continue to evolve through product innovation
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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- 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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