Spirits - ASEAN | Statista Market Forecast

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$22.7bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$3.0bn in 2024.
Revenue, combined amounts to US$25.6bn in 2024.
The revenue, at home is expected to grow annually by 2.03% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$146bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$32.79 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 1.3bn L by 2024.
Volume, out-of-home is expected to amount to 128.8m L in 2024.
Volume, combined is expected to amount to 1.4bn L in 2024.
The Spirits market is expected to show a volume growth, at home of -0.9% in 2025.0.
The average volume per person, at home in the Spirits market is expected to amount to 1.89L in 2024.

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

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 Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Whisky, such as Jack Daniel's Tenessee Whiskey
Vodka, such as Absolut Vodka
Rum, such as Bacardi Rum
Gin, such as Ginebra San Miguel
Brandy, such as Ararat Brandy

Wine, such as Red Wine
Beer, such as Budweiser
Non-Alcoholic Spirits, such as Tanqueray 0.0

The Spirits market in ASEAN has been witnessing significant growth in recent years.

Customer preferences: Customers in the ASEAN region have shown a growing interest in premium and craft spirits. They are increasingly seeking unique and high-quality products that offer a distinct taste and experience. This shift in consumer preferences can be attributed to the rising disposable incomes and changing lifestyles in the region. Additionally, there is a growing trend of consumers opting for healthier alternatives, leading to an increased demand for low-alcohol or non-alcoholic spirits.

Trends in the market: One of the key trends in the Spirits market in ASEAN is the increasing popularity of local spirits. Each country in the region has its own traditional spirits that hold cultural significance. For example, in Thailand, Mekhong, a local rum, has gained popularity both domestically and internationally. Similarly, in the Philippines, lambanog, a traditional coconut wine, has seen a surge in demand. This trend can be attributed to the growing sense of national pride and the desire to support local industries. Another trend in the market is the rise in cocktail culture. ASEAN countries, particularly Thailand and Singapore, are known for their vibrant nightlife and cocktail scenes. As a result, there is a growing demand for spirits that are suitable for crafting unique and innovative cocktails. This trend has led to an increased focus on mixability and versatility among spirit producers, who are now developing products specifically tailored for the cocktail market.

Local special circumstances: The Spirits market in ASEAN is also influenced by local regulations and cultural norms. For example, in Muslim-majority countries like Indonesia and Malaysia, there are strict regulations on the consumption and sale of alcoholic beverages. This has created a niche market for non-alcoholic spirits and alternative beverages. Similarly, in countries like Thailand and Vietnam, where there is a strong tradition of consuming spirits with meals, there is a higher demand for spirits that complement local cuisine.

Underlying macroeconomic factors: The growing middle class and urbanization in ASEAN countries have contributed to the growth of the Spirits market. As disposable incomes rise, consumers have more purchasing power to spend on premium and high-quality spirits. Additionally, the increasing urbanization has led to a shift in consumer preferences, with a greater emphasis on lifestyle and experiential consumption. Furthermore, the tourism industry in ASEAN has played a significant role in driving the growth of the Spirits market. The region attracts a large number of international tourists, who often seek to experience the local culture and cuisine, including traditional spirits. This has created a lucrative market for spirits producers, who are now focusing on catering to the preferences of both domestic and international consumers. In conclusion, the Spirits market in ASEAN is experiencing growth due to changing customer preferences, including a demand for premium and craft spirits, a focus on local and traditional spirits, and a rising cocktail culture. Local regulations and cultural norms also shape the market, as do underlying macroeconomic factors such as the growing middle class and urbanization, and the influence of the tourism industry.

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 term “spirits” refers to an alcoholic beverage that has been distilled, contains no added sugar, and has at least 20 percent alcohol by volume. The term is derived from the medieval practice of alchemy and refers to the essential liquid element obtained from a substance through distillation, the “spirit” of the substance, so to speak. Popular spirits include whiskey, rum, vodka, tequila, and gin, among others.