Alcoholic drinks in 2024: The big picture
Total volume sales of alcoholic drinks declined in Taiwan in 2024. The fall in sales was mostly due to the inflationary pressures, increasing costs in international shipping, and logistics and inventory issues. For local brands, manpower insufficiency was a key issue, while for imported brands, increasing shipping costs were more pressing. With Taiwan having re-opened its border after the pandemic late in 2022, more consumers have returned to travelling overseas. This inevitably resulted in less expenditure on alcoholic drinks, which are regarded as a luxury or at least non-essential in daily life. Price was one of the main factors affecting Taiwanese consumers, with more beer brands entering convenience stores in Taiwan intensifying pricing competition at the same time that inflationary pressures pushed in the other direction. Overall, the performance of alcoholic drinks has a lot to do with the changing habits of social demographics. In spirits, consumers have developed an interest in more sophisticated flavours since the pandemic. Wine saw the biggest decline in 2024 due to more consumers having shifted their focus to spirits, a category that saw considerable marketing activity during and after the pandemic.
2024 key trends
Localisation is the new globalisation. This has become very clear, especially since the pandemic, in Taiwan. Major brands continue to concentrate on establishing strong bonds with local consumers, especially given fierce competition in the local alcoholic drinks market. For instance, Taiwan Beer is focusing on forging bonds with consumers through various sports and musical events. Japanese player, Kirin, is looking to build sales amongst younger consumers of legal drinking age, who often prefer Japanese brands, while Heineken can focus on its unique, light European flavour to attract consumers. Local craft beer brands have the opportunity to focus on their use of local ingredients. Taiwan Brewer uses local tea as one of the key ingredients in its beer. However, the rising cost of raw materials is a concern for manufacturers. With females and younger consumers of legal drinking age being key consumers of RTDs, packaging and product designs that use local raw materials or are relevant to local festivities have become important in Taiwan. When it comes to spirits, or specifically whiskies, customising limited editions for Taiwan or limited seasonal editions, especially in Lunar New Year vacations or summer holidays, have proven useful in obtaining more local consumers.
Competitive landscape
Taiwan Tobacco & Liquor Corp remained the leading player in alcoholic drinks overall in volume terms in 2024. This company encompasses almost all alcoholic drink categories, and has been striving to develop a younger audience of legal drinking age through proactive online and offline marketing campaigns and through both on-trade and off-trade channels. It actively works to create a vibe around drinking Taiwan Beer products through musical events, sports events and lots of restaurants across the country. However, it continued to lose share in 2024 as new local players and imported brands kept joining the fiercely competitive alcoholic drinks market in Taiwan. Heineken commenced operations in its new brewery in South Taiwan in 2024. Many local and international alcoholic drinks players are watching the situation and waiting for the company’s next move. Heineken Taiwan Co Ltd remained the second largest player in alcoholic drinks in 2024, followed by Taiwan Kirin Beer Co Ltd. All major brands have launched secondary brands to reach out to different consumers with different levels of purchasing power and a variety of flavour preferences. Meanwhile, craft beer, despite being a niche, is presenting more challenges to major players, as Taiwanese consumers are always looking for novelty in alcoholic drinks.
Retail developments
With consumers having returned to normal shopping patterns and familiar retailing channels in 2024, convenience stores remains the largest distribution channel for alcoholic drinks in Taiwan. These stores benefit from their proximity to consumers’ homes and workplaces in the context of a growing demand for convenience amongst ever busier modern consumers. Frequent seasonal promotions have helped to consolidate the channel’s share across the country. Supermarkets such as PX Mart have kept expanding the shelf space for alcoholic drinks, which can be linked to the premiumisation of consumption over the review period.
On-trade vs off-trade split
When Taiwan came out of the pandemic in 2023, on-trade distribution expanded significantly, as consumers returned to public drinking occasions, including in restaurants and bars. Off-trade has maintained its popularity, as local consumers have kept enjoying the convenience of purchasing products whenever they want. Off-trade still holds a larger percentage of the overall market.
What next for alcoholic drinks?
Alcoholic drinks is expected to see total volume sales decline in Taiwan over the forecast period. However, the market’s performance is set to improve with the majority of consumers returning to social drinking occasions after the pandemic. Moreover, when inflationary pressure has reduced and consumers have become accustomed to drinking in public situations as before, local and unique ingredients and flavours are expected to keep driving the growth of the market as the tastes of local consumers continues to become more sophisticated.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- 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 Taiwan?
- How are products distributed in Taiwan?
- 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 Taiwan
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 Taiwan
KEY DATA FINDINGS
Beer declines as consumer habits shift
Brands are improving their brand engagement in order to stave off decline
Convenience retailers continue to be a strong channel for beer
Beer expected to see decline over forecast period due to shrinking consumer base and the declining popularity of drinking
Localisation will drive further growth
Sustainable development will remain a key focus within marketing campaigns in manufacturers
Lager price band methodology
Cider/Perry in Taiwan
KEY DATA FINDINGS
Cider/perry witnesses moderate decline due to focus shifting to non alcoholic drinks after the pandemic
Little has changed in the competitive landscape as Heineken Taiwan continues to dominate sales
Growing health and wellness trend benefits sales of cider/perry in Taiwan
Cider/perry growth will face further competition from other drinks over the forecast period
Increased on-trade outlets expected to generate more cider/perry sales
Innovative new flavours such as tropical fruit may provide a boost
Rtds in Taiwan
KEY DATA FINDINGS
Increasing demand for low alcoholic drinks pushed the growth in RTDs
Younger adult consumers have been driving new flavours to nourish overall market
New packaging design and tech is important to secure new consumers in RTDs
Busier lifestyle and higher pressure are expected to continue drive growth in RTDs
Japanese RTDs will keep dominating the market
RTDs is expected to develop further in on-trade channel
Spirits in Taiwan
KEY DATA FINDINGS
Overall spirits market declines in 2024 due to inflationary spikes and changing consumer attitudes
Multiple brands strive to target younger consumers of legal drinking age
Whiskies is mostly purchased through food/drink/tobacco specialists
Further decline anticipated over the forecast period
Increasing popularity of cocktails presents more growth potential
Local spirits growth to be supplemented by government initiatives
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Taiwan
KEY DATA FINDINGS
Wine continues to see inflationary spikes and consumers shifting their income to other purchases
Wine consumption sees some benefits from shifting consumer preferences
Food/drink/tobacco specialists remains the main channel for wine purchases
Wine is expected to witness continuous decline due to shrinking purchasing power amongst the majority of consumers in Taiwan
More alternative countries for wine production have become visible
Domestic brands face challenges despite government promotions
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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