馬來西亞酒精飲料

2025年，馬來西亞酒精飲料市場成長放緩，總銷量成長2%至2.57億升，但名目總收入成長6%至206億馬來西亞馬幣。這主要是由於稅收導致價格上漲，而非需求復甦。市場環境依然充滿挑戰，原因包括收入成長乏力、通貨膨脹持續、監管收緊以及消費稅和銷售稅上調等。這些因素抑制了消費者的購買意願，促使消費者轉向更經濟實惠的產品，尤其是啤酒。啤酒繼續佔市場主導地位，佔總銷量的92%以上。這是由於價格上漲和消費者對價格的敏感度增強，促使消費者轉向更便宜的產品，優先在促銷期間購買，並且擴大選擇在家飲用而不是在On-Trade場所飲用。市場競爭格局高度集中，喜力馬來西亞和嘉士伯馬來西亞啤酒憑藉多元化的產品系列和精準的定價策略保持著強勁的市場地位。同時，大賣場等零售通路在成本績效的消費者中日益受到重視。然而，由於人口下降、監管阻力以及預計2030年零售複合年成長率將保持平穩，市場擴張前景依然有限。這意味著，為了在日益兩極化的市場環境中確保成長，品牌需要專注於提升產品系列的廣度、價格的柔軟性以及強大的分銷網路。

Euromonitor International發布的「馬來西亞酒精飲料市場報告」全面闡述了馬來西亞全國範圍內的酒精飲料市場規模和結構。該報告涵蓋了最新的零售銷售數據（2021-2025年），有助於識別推動市場成長的細分領域。該報告還列出了主要參與者和品牌，並對影響市場的關鍵因素進行了策略分析，包括監管、分銷和定價問題。此外，報告也對2030年之前的市場發展趨勢進行了預測。

目標產品：啤酒、蘋果酒/梨酒、即飲飲料、烈酒、葡萄酒。

資料範圍：市場規模（歷史資料和預測資料）、企業市場占有率、品牌佔有率和分銷資料。

購買這份報告有什麼好處？

• 請詳細了解酒類市場概況。
• 辨識成長型產業，了解推動市場變化的因素。
• 分析競爭格局、主要市場參與企業和主要品牌。
• 根據五年預測，評估市場的未來成長潛力。

目錄

摘要整理

• 2025 年的發展趨勢

關鍵數據分析

主要行業趨勢

產業表現

• 隨著消費者轉向價格較低的產品，嘉士伯和喜力提高了價格。
• 關稅和稅收制度的變化正在將需求轉向更便宜的進口商品。
• 人口下降和謹慎的消費支出正在抑制未來的需求。

前景

• 隨著成本壓力緩解，餐廳正在擴大其飲品菜單。
• 隨著零售商和餐廳調整價格策略，預計啤酒將繼續保持其主導地位。
• 隨著酒類稅收政策的調整重塑了消費者的選擇，On-Trade管道正在將重點轉向小批量產品和高階體驗。

競爭格局

• 隨著消費者轉向價格更低的產品，喜力啤酒和嘉士伯啤酒佔了市場主導地位。

頻道

• 大賣場正利用假日促銷活動來提升銷售量和增加客流量。
• 在成本壓力不斷上升的情況下，零售商正在吸引對價格敏感的消費者。
• 運輸成本和消費者對商店諮詢的偏好正在減緩電子商務的成長。

市場背景

• 法律法規
• 法定購買年齡和法定飲酒年齡
• 酒後駕車
• 廣告
• 禁止抽煙
• 營業時間

課稅和關稅

商業環境

• 走私和平行輸入
• 免稅店
• 跨境貿易/個人進口

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞啤酒

關鍵數據分析

• 2025 年的發展趨勢
• 啤酒概要

主要行業趨勢

產業表現

• 經濟壓力推動了啤酒產業的發展
• 國產拉格啤酒保持領先地位
• 喜力啤酒的新口味在短期內引起了轟動，但並未轉化為銷售的成長。

前景

• 喜力啤酒和嘉士伯啤酒推出了新口味，以吸引已達到法定飲酒年齡的年輕消費者。
• 鑑於價格敏感性，拉格啤酒預計將繼續保持其主導地位。

競爭格局

• 喜力啤酒和嘉士伯啤酒保持領先地位，推出高級產品也符合謹慎的需求。

頻道

• 大賣場通路正透過利用貨架空間和促銷活動來促進啤酒銷售。
• 高昂的運費和較低的便利性限制了電子商務的吸引力。

產品

• 在價格壓力下，喜力啤酒和嘉士伯啤酒正加緊推出新口味。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞蘋果酒佩里

關鍵數據分析

• 2025 年的發展趨勢
• 蘋果酒梨酒概述

主要行業趨勢

產業表現

• 隨著銷售量成長放緩和競爭對手退出市場，Somersby 在商店中獲得了主導市場佔有率。
• 限量版產品的發布和 Nolo 的各項活動正在擴大其在年輕一代中的支持。
• 健康意識的覺醒和口味的創新正在改變人們的飲酒體驗。

前景

• 由於啤酒的持續競爭，預計總銷量將下降。
• 捆綁銷售和拓展銷售管道正在提升品牌知名度。

競爭格局

• 嘉士伯正利用口味創新和社交互動來進一步擴大其領先優勢。

頻道

• 嘉士伯和喜力啤酒都專注於大賣場，以擴大蘋果酒的銷售。
• 高昂的運費和線下促銷活動限制了蘋果酒的線上銷售。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞的RTDS

關鍵數據分析

• 2025 年的發展趨勢
• RTDS概述

主要行業趨勢

產業表現

• 三得利產品短缺和酒類稅收增加抑制了消費者的購買意願。
• 烈酒品牌繼續保持其市場主導地位。
• 酒類稅收政策的變化和價格上漲導致消費者降低消費水準。

前景

• 隨著成本降低，餐飲業和食品零售商正在擴大產品範圍。
• 隨著消費者轉向其他替代品，Suntory Holdings Ltd退出市場。

競爭格局

• 鵜鶘酒莊憑藉其豐富的口味保持著市場佔有率，但在業務擴張方面採取了謹慎的態度。

頻道

• 大賣場通路透過最大限度地提高貨架可見度和店內支援來確保顧客忠誠度。
• 促銷負責人和店內比價限制了線上零售的擴張。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞精神

關鍵數據分析

• 2025 年的發展趨勢
• 烈酒概述

主要行業趨勢

產業表現

• 在物價上漲的背景下，富裕消費者正轉向價格更實惠的品牌。
• 由於消費者更注重成本績效而非高階產品，其他類型的烈酒正在主導市場。
• 唐吉訶德引領著年輕飲酒者中DIY雞尾酒的潮流。

前景

• 隨著營運成本的降低，食品零售商可望擴大其業務範圍。
• 雞尾酒文化的持續發展

競爭格局

• 酩悅軒尼詩帝亞吉歐馬來西亞有限公司 (Moet Hennessy Diageo Malaysia Sdn Bhd) 躍升至榜首。

頻道

• 小型本地雜貨店透過個人化建議影響消費者的品牌選擇。
• 隨著消費者繼續尋求商店建議，實體店仍保持優勢。

產品

• 慕花和金露以新口味產品吸引年輕消費者。
• 唐吉訶德引領了年輕人中「居家雞尾酒」的潮流。
• 喜力馬來西亞推出虎牌燒酒拉格啤酒，旨在突破品類界限，開拓新市場。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞葡萄酒

關鍵數據分析

• 2025 年的發展趨勢
• 葡萄酒概要

主要行業趨勢

產業表現

• 在經濟動盪時期，Caldbeck Macgregor 適應了以價值為導向的消費者行為的變化。
• 威廉斯和亨伯特認為，隨著消費者越來越追求真實性，市場對玻璃瓶產品的需求強勁。
• 隨著關稅和稅收制度的變化影響購買行為，富裕消費者正在轉向餐酒。

前景

• 隨著促銷活動刺激家庭消費，食品零售商正在擴大葡萄酒的選擇範圍。
• 隨著消費者將價格放在首位，餐酒的銷售量正在超過高檔葡萄酒。
• 隨著雞尾酒吧的興起，加烈葡萄酒和味美思酒預計將獲得發展動力。

競爭格局

• 儘管 Caldbeck Macgregor 保持其領先品牌地位，但 Luen Heng Agency 預計其市場佔有率將擴大。

頻道

• 大賣場正利用假日促銷活動來吸引葡萄酒買家。
• 隨著消費者尋求建議和價值，實體店的表現優於線上平台。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

Alcoholic drinks in Malaysia in 2025 experienced muted total volume growth of 2% to 257 million litres, while total value sales climbed by 6% in current terms to MYR20.6 billion, propelled by tax-driven price increases rather than stronger demand. The environment remained challenging due to stagnant incomes, ongoing inflation, and tighter regulations, notably the implementation of higher excise duties and sales taxes, which dampened consumer sentiment and led to a pronounced shift towards more affordable products, especially beer. Beer continued to dominate, accounting for over 92% of total volume, as rising prices and increased sensitivity to cost encouraged consumers to trade down and prioritise purchases during promotions, often opting to drink at home instead of in on-trade venues. The competitive landscape was highly concentrated, with Heineken Malaysia and Carlsberg Brewery Malaysia maintaining strong positions through diversified portfolios and targeted pricing. Meanwhile, retail channels such as hypermarkets gained relevance among value-seeking shoppers. Prospects for expansion remain limited, with demographic contraction, regulatory headwinds, and a forecast flat retail volume CAGR to 2030, signalling a need for brands to focus on portfolio breadth, pricing flexibility, and distribution strength to secure growth in an increasingly polarised environment.

Euromonitor International's Alcoholic Drinks in Malaysia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

• 2025 Developments

Key Data Insights

Key Industry Trends

• CHART 1 Key Industry Trends for Alcoholic Drinks

Industry Performance

• Carlsberg and Heineken Raise Prices as Consumers Trade Down
• Tariff and Tax Changes Shift Demand to Affordable Imports
• CHART 2 Imports Impacted by New Tax Regimes
• Population Decline and Cautious Spending Limit Future Demand
• CHART 3 Volume Sales 2020-2030
• CHART 4 Volume Sales by Category 2025

What's Next?

• Foodservice Operators Widen Drink Offerings as Cost Pressures Ease
• CHART 5 Beer Dominates Alcoholic Drinks Volumes in Malaysia
• Beer to Sustain Dominance as Retailers and On-Trade Adapt to Price Sensitivity
• On-Trade Channel Pivots to Small Servings and Premium Experiences as Excise Duties Reshape Consumer Choices
• CHART 6 Forecast Volume Sales 2020-2030
• CHART 7 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 8 Analyst Insight for Alcoholic Drinks
• Heineken and Carlsberg Dominate as Consumers Trade Down
• CHART 9 Company Shares 2025
• CHART 10 Brand Shares 2025

Channels

• Hypermarkets Leverages Festive Promotions to Boost Sales and Drive Footfall
• Retailers Capture Price-Sensitive Shoppers as Cost Pressures Intensify
• E-Commerce Growth Stunted by Delivery Costs and Shopper Preferences for In-Store Advice

Market Background

• Legislation
• Legal Purchasing Age and Legal Drinking Age
• Drink Driving
• Advertising
• Smoking Ban
• Opening Hours

Taxation and Duty Levies

Operating Environment

• Contraband/Parallel Trade
• Duty Free
• Cross-Border/Private Imports

Economic Context

• CHART 11 Economic Context for Alcoholic Drinks
• CHART 12 Real Gdp Growth 2020-2030
• CHART 13 Inflation 2020-2030

Consumer Context

• CHART 14 Consumer Context for Alcoholic Drinks
• CHART 15 Population 2020-2030
• CHART 16 Population by Generation 2025
• Country Reports Disclaimer

BEER IN MALAYSIA

Key Data Insights

• 2025 Developments
• Beer Summary

Key Industry Trends

• CHART 17 Key Industry Trends for Beer

Industry Performance

• Economic Pressures Shape Development of Beer
• Domestic Lager Sustains Lead
• CHART 18 Players Increasing Unit Selling Prices Discourages Consumption in 2025
• Heineken'S Flavour Launches Spark Short-Term Excitement but Fail to Lift Volumes
• CHART 19 Volume Sales 2020-2030
• CHART 20 Volume Sales by Category 2025

What's Next?

• Heineken and Carlsberg Introduce New Flavours to Attract Younger Consumers of Legal Drinking Age
• CHART 21 Heineken Malaysia Bhd Offers Limited Edition Novel Flavour of Beer to Serve Niche Consumers
• Lager to Retain Dominance, Supported by Price Sensitivity
• CHART 22 Forecast Volume Sales 2020-2030
• CHART 23 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 24 Analyst Insight for Beer
• Heineken and Carlsberg Defend Lead as Premium Launches Meet Cautious Demand
• CHART 25 Company Shares 2025
• CHART 26 Brand Shares 2025

Channels

• Hypermarkets Channel Leverages Shelf Space and Promotions to Drive Beer Sales
• High Delivery Costs and Convenience Barriers Limit E-Commerce Appeal

Products

• Heineken and Carlsberg Drive Flavour Launches Amid Price Pressure

Economic Context

• CHART 27 Economic Context for Beer
• CHART 28 Real Gdp Growth 2020-2030
• CHART 29 Inflation 2020-2030

Consumer Context

• CHART 30 Consumer Context for Beer
• CHART 31 Population 2020-2030
• CHART 32 Population by Generation 2025
• Country Reports Disclaimer

CIDER/PERRY IN MALAYSIA

Key Data Insights

• 2025 Developments
• Cider/Perry Summary

Key Industry Trends

• CHART 33 Key Industry Trends for Cider/Perry

Industry Performance

• Somersby Achieves Shelf Dominance as Rivals Exit Amid Slow Volume Growth
• CHART 34 Somersby's Dominance of Shelf Space Is a Barrier to Other Brands' Expansion
• Limited-Edition Launches and Nolo Trends Broaden Appeal among Young Adults
• Health-Driven Shifts and Flavour Innovation Reshape Drinking Occasions
• CHART 35 Volume Sales 2020-2030
• CHART 36 Volume Sales by Category 2025

What's Next?

• Anticipated Decline in Total Volume Amid Ongoing Competition From Beer
• CHART 37 Cider/Perry Gains Traction in Off-Trade Channels with Ongoing New Product Development.
• Bundle Offers and Expanded Distribution Channels Drive Brand Visibility
• CHART 38 Forecast Volume Sales 2020-2030
• CHART 39 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 40 Analyst Insight for Cider/Perry
• Carlsberg Leverages Flavour Innovation and Social Engagement to Widen Lead
• CHART 41 Company Shares 2025
• CHART 42 Brand Shares 2025

Channels

• Carlsberg and Heineken Prioritise Hypermarkets to Boost Cider Sales
• High Delivery Fees and Offline Promotions Limit Online Cider Sales

Economic Context

• CHART 43 Economic Context for Cider/Perry
• CHART 44 Real Gdp Growth 2020-2030
• CHART 45 Inflation 2020-2030

Consumer Context

• CHART 46 Consumer Context for Cider/Perry
• CHART 47 Population 2020-2030
• CHART 48 Population by Generation 2025
• Country Reports Disclaimer

RTDS IN MALAYSIA

Key Data Insights

• 2025 Developments
• Rtds Summary

Key Industry Trends

• CHART 49 Key Industry Trends for Rtds

Industry Performance

• Suntory Product Shortages and Excise Hikes Drive Consumer Retreat
• Spirit-Based Brands Maintain Dominance
• CHART 50 Rtds Volumes Dampened by Economy Uncertainty in 2025
• Excise Policy Shifts and Price Rises Prompt Consumer Downtrading
• CHART 51 Players Increase Unit Selling Prices and Maintain Pack Sizes in 2025
• CHART 52 Volume Sales 2020-2030
• CHART 53 Volume Sales by Category 2025

What's Next?

• Foodservice and Grocery Retailers Expand Offerings as Costs Ease
• Suntory Holdings Exits as Consumers Trade Down to Alternatives
• CHART 54 Forecast Volume Sales 2020-2030
• CHART 55 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 56 Analyst Insight for Rtds
• Pelican Winery Maintains Share through Breadth of Flavours but Limits Expansion
• CHART 57 Company Shares 2025
• CHART 58 Brand Shares 2025

Channels

• Hypermarkets Channel Secures Shopper Loyalty by Maximising Shelf Presence and In-Store Support
• Sales Promoters and In-Person Comparison Limit Online Retail Expansion

Economic Context

• CHART 59 Economic Context for Rtds
• CHART 60 Real Gdp Growth 2020-2030
• CHART 61 Inflation 2020-2030

Consumer Context

• CHART 62 Consumer Context for Rtds
• CHART 63 Population 2020-2030
• CHART 64 Population by Generation 2025
• Country Reports Disclaimer

SPIRITS IN MALAYSIA

Key Data Insights

• 2025 Developments
• Spirits Summary

Key Industry Trends

• CHART 65 Key Industry Trends for Spirits

Industry Performance

• Affluent Consumers Shift to Affordable Brands Amid Rising Costs
• Other Spirits Dominates as Consumers Seek Value over Premium Options
• CHART 66 Increasing Demand for Multi-Sensory Drinking Experiences at Home
• Don Don Donki Drives Diy Cocktail Trend among Young Adult Drinkers
• CHART 67 Volume Sales 2020-2030
• CHART 68 Volume Sales by Category 2025

What's Next?

• Grocery Retailers to Expand Portfolios as Operational Costs Ease
• Ongoing Development of Cocktail Culture
• CHART 69 Forecast Volume Sales 2020-2030
• CHART 70 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 71 Analyst Insight for Spirits
• Moet Hennessy Diageo Malaysia Sdn Bhd Rises to the Top
• CHART 72 Company Shares 2025
• CHART 73 Brand Shares 2025

Channels

• Small Local Grocers Shapes Brand Choices through Personalised Advice
• Physical Stores Retain Advantage as Shoppers Seek In-Person Guidance

Products

• CHART 74 Jinro Lemon Launched in 2025
• Muihua Captures Young Consumers with Jinro Flavour Launches
• Don Don Donki Drives At-Home Cocktail Trend among Young Adults
• Heineken Malaysia Crosses Categories with Tiger Soju Lager for New Occasions

Economic Context

• CHART 75 Economic Context for Spirits
• CHART 76 Real Gdp Growth 2020-2030
• CHART 77 Inflation 2020-2030

Consumer Context

• CHART 78 Consumer Context for Spirits
• CHART 79 Population 2020-2030
• CHART 80 Population by Generation 2025
• Country Reports Disclaimer

WINE IN MALAYSIA

Key Data Insights

• 2025 Developments
• Wine Summary

Key Industry Trends

• CHART 81 Key Industry Trends for Wine

Industry Performance

• Caldbeck Macgregor Adapts to Value-Driven Consumer Shifts Amid Economic Turbulence
• CHART 82 A Market Reliant on Wine Imports Is Impacted by New Government Policies
• Williams and Humbert Sustains Demand for Glass Bottle Formats as Consumers Seek Authenticity
• Affluent Consumers Switch to Table Wine as Tariffs and Taxes Reshape Purchase Decisions
• CHART 83 Volume Sales 2020-2030
• CHART 84 Volume Sales by Category 2025

What's Next?

• Grocery Retailers Expand Wine Offerings as Promotions Drive Home Consumption
• CHART 85 Economic Environment Key to Wine Demand
• Table Wine Outpaces Premium Alternatives as Shoppers Prioritise Price
• Fortified Wine and Vermouth to Gain Momentum as Cocktail Venues Flourish
• CHART 86 Forecast Volume Sales 2020-2030
• CHART 87 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 88 Analyst Insight for Wine
• Luen Heng Agency Sees Share Gains as Caldbeck Macgregor Retains Key Brands
• CHART 89 Company Shares 2025
• CHART 90 Brand Shares 2025

Channels

• Hypermarkets Leverages Festive Promotions to Capture Wine Shoppers
• Physical Stores Outperform Online Platforms as Consumers Seek Advice and Value

Economic Context

• CHART 91 Economic Context for Wine
• CHART 92 Real Gdp Growth 2020-2030
• CHART 93 Inflation 2020-2030

Consumer Context

• CHART 94 Consumer Context for Wine
• CHART 95 Population 2020-2030
• CHART 96 Population by Generation 2025
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