Alcoholic Drinks - ASEAN | Statista Market Forecast

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Alcoholic Drinks market amounts to US$39.5bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$16.9bn in 2024.
Revenue, combined amounts to US$56.5bn in 2024.
The revenue, at home is expected to grow annually by 1.61% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$208bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$57.16 are generated in 2024.
In the Alcoholic Drinks market, volume, at home is expected to amount to 6.6bn L by 2024.
Volume, out-of-home is expected to amount to 3.8bn L in 2024.
Volume, combined is expected to amount to 10.4bn L in 2024.
The Alcoholic Drinks market is expected to show a volume growth, at home of -3.1% in 2025.0.
The average volume per person, at home in the Alcoholic Drinks market is expected to amount to 9.56L in 2024.

Definition:

The Alcoholic Drinks market includes all alcoholic beverages that are produced by fermentation or distillation.

Structure:

The Alcoholic Drinks market is divided into 5 markets:

The Beer market encompasses fermented beverages based on malt. The Beer market is further divided into the markets Alcoholic Beer and Non-Alcoholic Beer.
The Spirits market encompasses alcoholic beverages that are produced through the distillation of wine, fermented fruits, or grains. It contains the Whisky, Vodka, Rum, Gin, Brandy, Soju, Tequila, and Liqueurs & Other Spirits markets.
The Wine market encompasses all fermented juices made from grapes. The Wine market is further divided into Still Wine (Red Wine, White Wine, and Rosé Wine), Sparkling Wine, and Fortified Wine.
The Cider, Perry & Rice Wine market encompass all wines made from fruits other than grapes, grains, or other plants.
The Hard Seltzer market encompasses alcoholic beverages made with carbonated water, alcohol, and often fruit flavoring.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Anheuser-Busch InBev (e.g., Corona, Bud Light, and Michelob), Diageo (e.g., Johnnie Walker, Guinness, and Tanqueray), Heineken, and Molson Coors.

Alcoholic & Non-Alcoholic Beer
Wine
Spirits
Cider, Perry and Rice Wines
Hard Seltzer

Non-Alcoholic Beverages derived from Wine or Spirits

The Alcoholic Drinks market in ASEAN has been experiencing steady growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in ASEAN countries have shown a growing preference for premium and craft alcoholic drinks. This shift in preferences can be attributed to the increasing disposable income and changing lifestyles of consumers in the region. As consumers become more discerning, they are willing to pay a premium for high-quality and unique alcoholic beverages. This has led to a rise in demand for craft beers, artisanal spirits, and premium wines in ASEAN countries.

Trends in the market: One of the key trends in the Alcoholic Drinks market in ASEAN is the growing popularity of locally-produced alcoholic beverages. Consumers are increasingly interested in supporting local businesses and exploring unique flavors and ingredients that are native to their countries. This has led to a surge in the production and consumption of local craft beers, spirits, and traditional alcoholic beverages. Another trend in the market is the rising demand for healthier and low-alcohol alternatives. With a growing focus on health and wellness, consumers are seeking alcoholic drinks that are lower in calories and have fewer negative health effects. This has led to an increase in the availability of low-alcohol beers, wines, and spirits in the market.

Local special circumstances: Each ASEAN country has its own unique cultural and regulatory environment, which influences the development of the Alcoholic Drinks market. For example, in countries like Thailand and Indonesia, there are strict regulations on the sale and consumption of alcoholic beverages. This has created a challenging business environment for international companies looking to enter these markets. On the other hand, countries like Vietnam and Cambodia have relatively relaxed regulations, making it easier for businesses to operate and expand in these markets.

Underlying macroeconomic factors: The growth of the Alcoholic Drinks market in ASEAN is also influenced by underlying macroeconomic factors. The region has been experiencing strong economic growth, which has led to an increase in disposable income and consumer spending. This has created a larger consumer base with more purchasing power, driving the demand for alcoholic beverages. Additionally, the increasing urbanization and westernization of ASEAN countries have contributed to the growth of the market, as consumers are exposed to a wider range of alcoholic drinks and drinking cultures. In conclusion, the Alcoholic Drinks market in ASEAN is developing in response to changing customer preferences, emerging trends, and local special circumstances. Customers are increasingly seeking premium and locally-produced alcoholic beverages, while also showing a growing interest in healthier and low-alcohol alternatives. The market is also influenced by the unique cultural and regulatory environments of each ASEAN country, as well as the underlying macroeconomic factors of strong economic growth and urbanization.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

The alcoholic beverage market is recovering after several years of downturn. Larger forces like the COVID-19 pandemic, the Russian invasion of Ukraine and the ensuing inflation have either been resolved or accepted as part of the current market environment. Regional conditions vary as consumers in some areas of the world are changing their alcohol preferences while other regions are continuing to feel the effects of less discretionary spending from consumers.