Spirits - Southeast Asia | 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$32.73 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 1.88L 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 Southeast Asia has seen significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Spirits market have shifted towards premium and craft spirits, as consumers increasingly seek unique and high-quality products. This trend is driven by a growing middle class with higher disposable incomes and a desire for more sophisticated and premium offerings. Additionally, there is a rising interest in artisanal and locally-produced spirits, as consumers prioritize supporting local businesses and sustainable practices. Trends in the market include the rise of cocktail culture, with consumers embracing the art of mixology and experimenting with different spirits and flavors. This trend is fueled by the growing popularity of bars and restaurants offering creative and innovative cocktail menus. Furthermore, there is a growing demand for healthier and low-alcohol options, as consumers become more health-conscious and seek alternatives to traditional high-alcohol spirits. This has led to the introduction of new products such as low-alcohol spirits and ready-to-drink cocktails with lower sugar content. Local special circumstances also play a significant role in shaping the Spirits market in Southeast Asia. Each country in the region has its own unique drinking culture and preferences, which influence the types of spirits consumed. For example, in Thailand, whisky is highly popular, while in the Philippines, rum is the spirit of choice. Local traditions and customs also impact the market, such as the popularity of rice-based spirits in Indonesia and Vietnam. Additionally, the region's tourism industry plays a significant role in driving the demand for spirits, as tourists seek to experience the local drinking culture and taste traditional spirits. Underlying macroeconomic factors contribute to the development of the Spirits market in Southeast Asia. The region's strong economic growth and rising disposable incomes have led to an increase in consumer spending on luxury and premium products, including spirits. Furthermore, the growing urbanization and westernization of the region have exposed consumers to international brands and trends, influencing their preferences and consumption patterns. Government policies and regulations also play a role, with some countries implementing measures to promote local production and protect traditional spirits, while others focus on controlling alcohol consumption through taxation and restrictions. Overall, the Spirits market in Southeast Asia is driven by evolving customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As consumers become more discerning and adventurous in their spirit choices, the market is expected to continue growing and diversifying in the coming years.

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.