Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
In 2023, Asia Pacific held the highest retail sales in the world for alcoholic beverages at US$533.2 billion (84.2 billion litres) - with China (58%), Japan (9.6%), and India (7.9%) having the largest consumption levels in terms of volume in the region. At a much lower consumption level of alcoholic drinks, Singapore registered total sales of US$4.5 billion (160.7 million litres), equivalent to a per capita expenditure of US$767.0 (27.1 litres) over the year.
In the alcoholic sector, Singapore is led by consumption in value terms of beer (49.5%), followed by spirits (35.0%), wine (14.7%), cider/perry (0.7%), and RTDs - ready-to-drink (0.1%) in 2023. Between 2022 and 2023, although being a small and fairly new category in Singapore, flavourful & innovative RTDs became more popular, growing in value sales at a compound annual growth rate (CAGR) of 3.6% - with beer sales experiencing a fairly static performance (+0.1%). Over this same period, there were declines in the consumption of more mature categories such as cider/perry (−11.6%), spirits (−4.7%) and wine (−1.3%).
Foodservice (on-trade) consumption of alcoholic beverages registered 56.9% of total volume sales in Singapore, reaching 91.4 million litres (US$3.5 billion) in 2023. Meanwhile, retailer (off-trade) consumption reached 69.3 million litres (US$1.0 billion) over the year - accounting for 43.1% of volume sales. Although the industry saw growth in total current value terms and decreased volume demand over the 2023/2022 period, which was primarily due to higher average unit prices, driven by increasing production costs.
While the moderation trend which emerged in Singapore during the review period (2018-2023) remained relevant in 2023, there was a slowdown in growth in non alcoholic drink categories. In particular, non/low alcohol beer recorded an off-trade volume decline for the first time over the year - despite receiving significant attention seeing many new product launches. Another adjacent trend is also driven by health and wellness is the increased consumer demand for "better for you" alcoholic drinks with lower calories or sugar. Of the most positive key trends in alcoholic drinks in 2023, seem to be flavour innovation, which is driving sales across various categories especially in beer products.
Market overview – global
Globally, Asia Pacific registered the highest retail sales of alcoholic drinks (US$533.2 billion, 84.2 billion litres), followed by Western Europe (US$404.8 billion, 42.8 billion litres), North America (US$353.5 billion, 32.9 billion litres), and Latin America (US$213.2 billion, 41.9 billion litres) in 2023. Accordingly, with a total population of over 4.4 trillion, Asia Pacific had the 2nd lowest per capita consumption (pcc) sales in volume terms at 19.1 litres pcc (global average: 31.5 litres pcc), with Australasia consuming the most per capita in alcoholic drinks (103.8 litres pcc), followed by North America (87.7 litres pcc), and Western/Eastern Europe (average: 82.3 litres pcc).
In the Asia Pacific, beer leads in volume sales (market share: 80%) and spirits in value terms (51%) among the alcoholic drinks categories. Alcoholic ready-to-drink (RTDs) were the most dynamic in the sector at a positive volume CAGR of 4.6% between 2018 and 2023, with small local grocers being the main distribution channel for alcoholic drinks and retail e-commerce gaining share in 2023. Spirits have been declining over the review period in the Chinese market, with RTDs and cider/perry seen as lower alcohol products being among the most dynamic performers, especially with younger consumers - negatively impacting the performances of wine and spirits in the country. Japan faced challenges and changes, including price increases due to higher raw material costs and a weaker yen, along with a revision in the liquor tax law that narrowed the price gap between economy to mid-priced and premium beers - shifting the consumer focus towards the latter segments. Moreover, with India having a population of 1.4 billion, there is a major growth potential for beer at a total volume share of 46%, which with even a small increase in consumption could greatly boost sales in the beer category.Footnote 1
Volume sales of alcoholic drinks in Asia Pacific suffered during the pandemic between 2020 and 2022 - declining at a CAGR of 1% (2018-2023) - mainly due to the return of COVID-19 in China, which is the dominant country market throughout the region. Growth in 2023 saw a relatively weak recovery for China, along with Japan and Vietnam. Albeit, year-on-year growth rates in alcoholic beverages are expected to gradually improve over the forecast period between 2023 and 2028 (CAGR: +1.9%), in particularly amongst the more dynamic markets such as India and Vietnam.Footnote 1
Alcoholic drinks – Singapore
In 2023, in Singapore per capita consumption of alcoholic drinks is below the global average at a total of 27.1 litres pcc, equivalent to a sales value of US$767.0 pcc. Beer was the largest alcoholic category in Singapore at a per capita volume market share of 84.9%, followed by wine (9.6%), spirits (4.8%) and cider/perry (0.7%) - with RTDs having a growing interest among consumers, yet is a relatively new and smaller category in Singapore, accounting for an insignificant share of overall volume sales within alcoholic drinks.
| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 |
|---|---|---|---|---|---|---|
| Total - Alcoholic drinks | 25.1 | 27.1 | 1.5 | 27.9 | 30.9 | 2.7 |
| Beer | 22.0 | 23.0 | 0.9 | 23.7 | 26.4 | 2.8 |
| Cider/perry | 0.2 | 0.2 | 0.0 | 0.1 | 0.1 | −12.9 |
| Spirits | 0.7 | 1.3 | 13.2 | 1.3 | 1.4 | 1.5 |
| Wine | 2.2 | 2.6 | 3.4 | 2.7 | 2.9 | 2.2 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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Meanwhile, in all alcoholic categories except for wine, slightly healthier performances were seen in total on-trade (foodservice) sales at 57% share than off-trade (retail) per capita consumption volume sales share at 42.7% in 2023. Although the industry saw growth in total current value terms, rather than increased demand or innovation, this was primarily due to higher average unit prices, driven by increasing production costs.Footnote 2
| Category | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | 2028 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Total - Alcohol drinks | Off-trade | 37.4 | 48.0 | 46.1 | 43.7 | 43.2 | 42.7 | 42.5 | 42.5 | 42.4 | 42.4 | 37.4 |
| On-trade | 62.6 | 52.0 | 53.9 | 55.9 | 56.8 | 57.0 | 57.1 | 57.5 | 57.3 | 57.6 | 62.6 | |
| Total | 100.0 | 100.0 | 100.0 | 99.7 | 100.0 | 99.6 | 99.7 | 100.0 | 99.7 | 100.0 | 100.0 | |
| Beer | Off-trade | 35.6 | 45.5 | 42.9 | 40.7 | 40.0 | 39.7 | 39.3 | 39.6 | 39.3 | 39.4 | 35.6 |
| On-trade | 64.9 | 54.5 | 57.1 | 59.3 | 60.4 | 60.3 | 60.7 | 60.8 | 60.7 | 60.6 | 64.9 | |
| Total | 100.5 | 100.0 | 100.0 | 100.0 | 100.4 | 100.0 | 100.0 | 100.4 | 100.0 | 100.0 | 100.5 | |
| Cider / perry | On-trade | 100.0 | 100.0 | 100.0 | 50.0 | 50.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 |
| Total | 100.0 | 100.0 | 100.0 | 50.0 | 50.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | |
| Spirits | Off-trade | 12.5 | 36.4 | 35.7 | 35.7 | 30.8 | 30.8 | 28.6 | 28.6 | 35.7 | 35.7 | 12.5 |
| On-trade | 75.0 | 63.6 | 64.3 | 71.4 | 69.2 | 69.2 | 64.3 | 64.3 | 71.4 | 71.4 | 75.0 | |
| Total | 87.5 | 100.0 | 100.0 | 107.1 | 100.0 | 100.0 | 92.9 | 92.9 | 107.1 | 107.1 | 87.5 | |
| Wine | Off-trade | 68.2 | 78.3 | 77.8 | 78.6 | 80.8 | 77.8 | 77.8 | 78.6 | 78.6 | 79.3 | 68.2 |
| On-trade | 31.8 | 21.7 | 22.2 | 21.4 | 23.1 | 22.2 | 22.2 | 21.4 | 21.4 | 20.7 | 31.8 | |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 103.8 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | |
| Source: Euromonitor International Limited 2025 | ||||||||||||
| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 |
|---|---|---|---|---|---|---|
| Total - Alcoholic drinks | 593.2 | 767.0 | 5.3 | 819.6 | 997.0 | 5.4 |
| Beer | 329.8 | 379.9 | 2.9 | 409.2 | 514.7 | 6.3 |
| Cider/perry | 6.6 | 5.1 | −5.0 | 5.1 | 5.3 | 0.8 |
| RTDs[1] | 0.7 | 0.7 | 0.0 | 0.7 | 0.8 | 2.7 |
| Spirits | 164.7 | 268.4 | 10.3 | 284.6 | 331.5 | 4.3 |
| Wine | 91.3 | 113.0 | 4.4 | 119.9 | 144.6 | 5.1 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate 1: Ready-to-drink |
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Retail sales and market sizes - Singapore
In 2023, total retail sales of on/off-trade alcoholic drinks in Singapore reached US$4.5 billion (160.7 million litres). Beer registered the highest value sales at a share of 49.5%, followed by spirits (35%), wine (14.7%), cider/perry (0.7%), and RTDs (0.1%). Singapore, saw a slight decline in total volume sales of alcoholic drinks over the year. Amidst the higher cost of living, consumers became more value-driven in their purchasing decisions, which led to less discretionary spending on alcoholic drinks.Footnote 2 Most alcoholic categories experienced negative performances in total volume terms, apart from growth in RTDs and static performance in beer that increased by CAGRs of 3.6% and 0.1%, respectively between 2022 and 2023.
There was continued growth in beer and RTDs much due to numerous new product innovations that were launched to appeal to existing consumers - thereby offsetting the impact of overall declining alcohol consumption. Consumption of RTDs were driven by the convenience of such products for on-the go and at home consumption, along with the appeal of having a wide range of affordable offerings available in different flavour combinations. Consumers in Singapore have especially embraced spirit-based RTDs as a hassle-free option instead of crafting cocktails themselves, as a more affordable alternative than cocktails at restaurants or bars, particularly when it comes to popular combinations such as gin and tonic.Footnote 2
Meanwhile, total volume declines were noted for cider/perry, spirits, and wine in 2023 over 2022 - highest in total volume sales of cider/perry (CAGR: −11.6%); being a mature category with fewer product innovations and a lack of novelty in terms of flavours and formats. Spirits recorded a slight decline in total volume sales over the same year (−4.7%) after seeing a greater positive growth in all previous years, with the off-trade channel experiencing a notably stronger decline than the on-trade channel (due to the growing "sober-curious" culture, driven by the health & wellness trend). Albeit, driven by the premiumization trend and increased product innovation, whiskies and gin were the only spirit-based categories that saw positive off-trade volume growth in 2023 - with shochu/soju facing a decline, as it normalized after seeing high growth in its sugar-free variant like the Chum Churum Saero Soju launched by the Lotte Group.Footnote 2
| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Alcoholic drinks | Off-trade | 619.3 | 1,006.0 | 10.2 | 1,084.3 | 1,352.8 | 6.1 |
| On-trade | 2,725.7 | 3,532.7 | 5.3 | 3,853.5 | 4,748.8 | 6.1 | |
| Total | 3,345.0 | 4,538.7 | 6.3 | 4,937.7 | 6,101.6 | 6.1 | |
| Beer | 1,859.9 | 2,247.9 | 3.9 | 2,465.4 | 3,150.2 | 7.0 | |
| Cider/perry | 37.3 | 29.9 | −4.3 | 30.9 | 32.7 | 1.8 | |
| Ready-to-drink | 4.1 | 3.9 | −1.0 | 4.2 | 4.7 | 3.8 | |
| Spirits | 928.9 | 1,588.2 | 11.3 | 1,714.7 | 2,028.7 | 5.0 | |
| Wine | 514.9 | 668.9 | 5.4 | 722.6 | 885.2 | 5.8 | |
Source: Euromonitor International, 2025 1: Retailer selling price (RSP) *CAGR: Compound Annual Growth Rate |
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| Category | Unit | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|---|
| Alcoholic drinks | Off-trade | million litres | 52.8 | 69.3 | 5.6 | 72.0 | 80.4 | 3.0 |
| On-trade | million litres | 88.8 | 91.4 | 0.6 | 95.9 | 108.8 | 3.5 | |
| Total | million litres | 128.2 | 160.7 | 2.6 | 167.8 | 189.2 | 3.3 | |
| Beer | million litres | 107.7 | 136.3 | 1.9 | 142.6 | 161.7 | 3.5 | |
| Cider/perry | '000 litres | 1,210.7 | 888.4 | −6.6 | 887.0 | 857.2 | −0.7 | |
| Ready-to-drinks | '000 litres | 125.9 | 153.6 | −1.4 | 157.2 | 164.2 | 1.3 | |
| Spirits | '000 litres | 6,200.8 | 7,755.7 | 14.2 | 8,072.6 | 8,771.3 | 2.5 | |
| Wine | million litres | 12.9 | 15.5 | 4.7 | 16.1 | 17.7 | 2.7 | |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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Beer
In Singapore, total on/off-trade beer sales reached 136.3 million litres (US$2.2 billion) in 2023, which grew by a CAGR of 1.9% (2018-2023) and are projected to increase by a CAGR volume of 3.5% (2023-2028) to reach 161.7 million litres (US$3.2 billion) in 2028. Foodservice on-trade value sales accounted for 80.7% and 19.3% in retail off-trade sales of beer in Singapore in 2023.
The most popular consumed beer types in Singapore were imported/domestic lager at 86.1% of volume sales share, followed by stout (4.5%), dark wheat beer (4.3%), flavoured/mixed lager (2.3%), dark ale (2.0%), and
non-alcoholic beer (0.8%) in 2023. Non-alcoholic beer has seen significant attention over the review period (2018 to 2023) with many new product launches and growth at an off-trade CAGR of 22.5% - yet, the category slowed down in 2023 and amidst huge inflationary pressures, and is expected to continue to flatten out within the forecast period.Footnote 2 Volume sales within all other beer categories are expected to show healthy growth over the forecast period (2023-2028).
| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Total - Beer | Off-trade | 326.6 | 434.8 | 5.9 | 471.4 | 619.2 | 7.3 |
| On-trade | 1,533.3 | 1,813.0 | 3.4 | 1,994.0 | 2,531.1 | 6.9 | |
| Total | 1,859.9 | 2,247.9 | 3.9 | 2,465.4 | 3,150.2 | 7.0 | |
| Dark Ale | Off-trade | 3.8 | 5.5 | 7.7 | 6.0 | 8.3 | 8.6 |
| On-trade | 42.0 | 50.0 | 3.5 | 57.6 | 84.8 | 11.1 | |
| Total | 45.8 | 55.6 | 4.0 | 63.6 | 93.2 | 10.9 | |
| Dark Weissbier / Weizen / wheat beer | Off-trade | 12.6 | 16.7 | 5.8 | 18.1 | 23.6 | 7.2 |
| On-trade | 84.9 | 114.1 | 6.1 | 129.8 | 200.7 | 12.0 | |
| Total | 97.5 | 130.8 | 6.1 | 147.9 | 224.3 | 11.4 | |
| Flavoured/mixed lager | Off-trade | 12.0 | 17.4 | 7.7 | 19.2 | 26.5 | 8.8 |
| On-trade | 20.5 | 26.3 | 5.1 | 29.8 | 45.8 | 11.7 | |
| Total | 32.5 | 43.8 | 6.1 | 49.0 | 72.3 | 10.5 | |
| Domestic lager | Off-trade | 123.5 | 147.2 | 3.6 | 157.8 | 194.6 | 5.7 |
| On-trade | 482.1 | 591.1 | 4.2 | 645.5 | 804.4 | 6.4 | |
| Total | 605.6 | 738.3 | 4.0 | 803.3 | 998.9 | 6.2 | |
| Imported lager | Off-trade | 162.7 | 228.1 | 7.0 | 249.2 | 342.0 | 8.4 |
| On-trade | 842.5 | 946.8 | 2.4 | 1,039.7 | 1,275.7 | 6.1 | |
| Total | 1,005.2 | 1,174.9 | 3.2 | 1,288.9 | 1,617.8 | 6.6 | |
| Non-alcoholic beer | Off-trade | 4.5 | 22.5 | 4.8 | 5.7 | 4.8 | |
| On-trade | 5.2 | 9.6 | 6.1 | 10.4 | 14.9 | ||
| Total | 9.7 | 14.7 | 10.9 | 16.1 | 10.7 | ||
| Stout | Off-trade | 12.0 | 15.4 | 5.1 | 16.2 | 18.4 | 3.6 |
| On-trade | 61.4 | 79.5 | 5.3 | 85.5 | 109.2 | 6.6 | |
| Total | 73.3 | 94.9 | 5.3 | 101.7 | 127.6 | 6.1 | |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Total - Beer | Off-trade | 43.3 | 54.3 | 4.6 | 56.5 | 63.5 | 3.2 |
| On-trade | 80.5 | 82.0 | 0.4 | 86.1 | 98.2 | 3.7 | |
| Total | 123.8 | 136.3 | 1.9 | 142.6 | 161.7 | 3.5 | |
| Ale | Off-trade | 0.3 | 0.4 | 5.9 | 0.4 | 0.6 | 8.4 |
| On-trade | 2.1 | 2.3 | 1.8 | 2.4 | 3.1 | 6.2 | |
| Total | 2.4 | 2.7 | 2.4 | 2.9 | 3.7 | 6.5 | |
| Weissbier / Weizen / wheat beer | Off-trade | 1.1 | 1.4 | 4.9 | 1.5 | 1.7 | 4.0 |
| On-trade | 3.9 | 4.5 | 2.9 | 4.9 | 6.3 | 7.0 | |
| Total | 5.0 | 5.9 | 3.4 | 6.3 | 8.0 | 6.3 | |
| Flavoured / mixed lager | Off-trade | 1.5 | 2.0 | 5.9 | 2.2 | 2.8 | 7.0 |
| On-trade | 1.0 | 1.1 | 1.9 | 1.1 | 1.5 | 6.4 | |
| Total | 2.5 | 3.1 | 4.4 | 3.3 | 4.2 | 6.3 | |
| Domestic lager | Off-trade | 16.4 | 19.7 | 3.7 | 20.3 | 22.3 | 2.5 |
| On-trade | 31.1 | 32.9 | 1.1 | 34.6 | 39.3 | 3.6 | |
| Total | 47.6 | 52.5 | 2.0 | 55.0 | 61.6 | 3.2 | |
| Imported lager | Off-trade | 22.5 | 28.2 | 4.6 | 29.4 | 33.4 | 3.4 |
| On-trade | 38.3 | 36.7 | −0.8 | 38.2 | 42.4 | 2.9 | |
| Total | 60.8 | 64.8 | 1.3 | 67.6 | 75.8 | 3.2 | |
| Non-alcoholic beer | Off-trade | 0.8 | 18.9 | 0.9 | 0.9 | 2.4 | |
| On-trade | 0.2 | 0.0 | 0.3 | 0.4 | 14.9 | ||
| Total | 1.1 | 16.4 | 1.1 | 1.3 | 3.4 | ||
| Stout | Off-trade | 1.4 | 1.8 | 5.2 | 1.8 | 1.9 | 1.1 |
| On-trade | 4.1 | 4.5 | 1.9 | 4.6 | 5.2 | 2.9 | |
| Total | 5.5 | 6.2 | 2.4 | 6.4 | 7.0 | 2.5 | |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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Competitive landscape - beer
In 2023, the leading beer companies (top brands) in Singapore were Heineken NV (Tiger, Heineken, Anchor) at a market share of 33% (US$741.2 million), Carlsberg A/S (Carlsberg, Kronenbourg, Danish Royal Stout) at 22% (US$493.4 million), and Anheuser-Busch InBev NV (Stella Artois, Corona, Knock Out) at a market share of 15.2% (US$341.8 million). Other popular beer brands offered in Singapore included Tsingtao, Asahi, Foster's, Guinness, Kilkenny, Sapporo, Hite, Erdinger and Kirin Lager.
| Company | Top brand(s) | Retail sales (US$M) | Market share % in 2023 |
|---|---|---|---|
| Heineken NV | Tiger, Heineken, Anchor, ABC Extra Stout, Kingfisher, Baron's | 741.2 | 33.0 |
| Carlsberg A/S | Carlsberg, Kronenbourg, Danish Royal Stout, Skol | 493.4 | 22.0 |
| Anheuser-Busch InBev NV | Stella Artois, Corona, Knock Out, Haywards, Hoegaarden, Budweiser, Beck's, Boddingtons | 341.8 | 15.2 |
| Tsingtao Brewery Co Ltd. | Tsingtao | 83.7 | 3.7 |
| Asahi Group Holdings Ltd. | Asahi, Foster's | 71.3 | 3.2 |
| Diageo Plc | Guinness, Kilkenny | 65.7 | 2.9 |
| Sapporo Holdings Ltd. | Sapporo | 63.5 | 2.8 |
| Hite Jinro Co Ltd. | Hite | 53.8 | 2.4 |
| Erdinger Privatbrauerei Weissbräu Werner Brombach GmbH | Erdinger | 44.1 | 2.0 |
| Kirin Holdings Co Ltd | Kirin Lager | 21.6 | 1.0 |
| Others | Others | 234.8 | 10.4 |
| Total - Beer | 2,247.9 | 100.0 | |
| Source: Euromonitor International, 2025 | |||
Cider / perry and Ready-to-drink
In Singapore, total on/off-trade cider/perry volume sales reached 888.4 thousand litres (US$29.9 million) in 2023, which declined by a CAGR volume of 6.6% (2018-2023) and are projected to improve at a negative CAGR volume of 0.7% (2023-2028) down to 857.2 thousand litres (US$32.7 million) in 2028. Foodservice on-trade value sales accounted for 92.3% and 7.7% in retail off-trade sales of cider/perry drinks in Singapore in 2023.
On/off-trade volume sales of spirit-based RTDs in Singapore reached 152.5 thousand litres (US$3.8 million) in 2023, which declined by a CAGR volume of 1.6% (2018-2023) and are projected to improve to a positive CAGR volume of 1.4% (2023-2028) to reach 163.1 thousand litres (US$4.7 million) in 2028. Non-alcoholic RTDs are newer to the market, which accounted for an additional consumption volume of 1.1 thousand litres within 2023. Foodservice on-trade value sales accounted for approximately 78.9% and 23.7% in retail off-trade sales of total spirit-based RTDs in Singapore over the year.
| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Total - Cider/perry | Off-trade | 2.4 | 2.3 | −0.8 | 2.4 | 2.4 | 0.9 |
| On-trade | 34.9 | 27.6 | −4.6 | 28.5 | 30.3 | 1.9 | |
| Total | 37.3 | 29.9 | −4.3 | 30.9 | 32.7 | 1.8 | |
| Total - Spirit-based RTDs | Off-trade | 0.8 | 0.9 | 2.4 | 0.9 | 1.0 | 2.1 |
| On-trade | 3.3 | 3.0 | −1.9 | 3.3 | 3.7 | 4.3 | |
| Total | 4.1 | 3.8 | −1.5 | 4.1 | 4.7 | 4.3 | |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Total - Cider/perry | Off-trade | 208.7 | 164.2 | −4.7 | 162.0 | 149.5 | −1.9 |
| On-trade | 1,044.5 | 724.2 | −7.1 | 725.0 | 707.7 | −0.5 | |
| Total | 1,253.2 | 888.4 | −6.6 | 887.0 | 857.2 | −0.7 | |
| Total - RTDs | Off-trade | 67.3 | 73.8 | 1.9 | 74.1 | 76.2 | 0.6 |
| On-trade | 97.8 | 79.9 | −4.0 | 83.1 | 88.0 | 1.9 | |
| Total | 165.1 | 153.6 | −1.4 | 157.2 | 164.2 | 1.3 | |
| Spirit-based RTDs | Off-trade | 67.3 | 73.1 | 1.7 | 73.4 | 75.5 | 0.6 |
| On-trade | 97.8 | 79.4 | −4.1 | 82.6 | 87.6 | 2.0 | |
| Total | 165.1 | 152.5 | −1.6 | 156.1 | 163.1 | 1.4 | |
| Non-alcoholic RTDs | Off-trade | 0.7 | 0.0 | 0.7 | 0.7 | 0.0 | |
| On-trade | 0.4 | 0.0 | 0.4 | 0.4 | 0.0 | ||
| Total | 1.1 | 0.0 | 1.1 | 1.1 | 0.0 | ||
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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Competitive landscape - Cider / perry and ready-to-drink
In 2023, the leading cider/perry companies (brands) in Singapore were Carlsberg A/S (Somersby) at a market share of 42.9% (US$12.8 million), Heineken NV (Strongbow, Bulmers) at 26.3% (US$7.9 million), and C&C Group Plc (Magners) at a market share of 6.3% (US$1.9 million).
In 2023, the leading spirit-based RTDs companies (brands) in Singapore were Bacardi & Co Ltd. (Bacardi) at a market share of 54% (US$2.1 million), Shanghai Bacchus Liquor Company Ltd. (Rio) at 13.1% (US$0.5 million), and Asahi Group Holdings Ltd. (Vodka Cruiser) at a market share of 11.8% (US$0.5 million). Meanwhile, the Lyre's Spirit Company (brand: Lyre's) accounted for 23.4% of the non-alcoholic RTDs category within Singapore in 2023.
| Category | Company | Brands | Retail sales (US$M) | Market share % in 2023 |
|---|---|---|---|---|
| Cider / perry | Carlsberg A/S | Somersby | 12.8 | 42.9 |
| Heineken NV | Strongbow, Bulmers | 7.9 | 26.3 | |
| C&C Group Plc | Magners | 1.9 | 6.3 | |
| Others | Others | 7.3 | 24.4 | |
| Total - Cider/perry | 29.9 | 100.0 | ||
| Spirit-based RTDs | Bacardi & Co Ltd. | Bacardi | 2.1 | 54.0 |
| Shanghai Bacchus Liquor Co Ltd. | Rio | 0.5 | 13.1 | |
| Asahi Group Holdings Ltd. | Vodka Cruiser | 0.5 | 11.8 | |
| Others | Others | 0.8 | 21.1 | |
| Total - Spirit-based RTDs | 3.8 | 100.0 | ||
| Non-alcoholic RTDs | Lyre's Spirit Company | Lyre's | 0.0 | 23.4 |
| Others | Others | 0.0 | 76.6 | |
| Total - Non-alcoholic RTDs | 0.0 | 100.0 | ||
| Source: Euromonitor International, 2025 | ||||
Spirits in Singapore
In Singapore, total on/off-trade spirits drink sales reached 7.8 million litres (US$1.6 billion) in 2023, which grew by a CAGR volume of 14.2% (2018-2023) and are projected to increase by a CAGR volume of 2.5% (2023-2028) to reach 8.8 million litres (US$2.0 billion) in 2028. Foodservice on-trade value sales accounted for 89.1% and 10.9% in retail off-trade sales of spirits drinks in Singapore in 2023.
The most popular consumed spirits drink types in Singapore were whiskies at 34.2% of volume sales share (Canadian whisky: 0.04%, 3.4 thousand litres), followed by Cognac (10.6%), gin (8%), liqueurs (7%), white rum (6%), vodka (4.6%), tequilla - and Mezcal (2.5%), dark rum (1.6%), non-alcoholic spirits (0.6%), and brandy (0.1%) in 2023. Other spirits not mentioned accounted for the remaining 24.8% market share at a volume of 1.9 million litres over the year.
| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Total - Spirits | Off-trade | 42.9 | 172.9 | 32.2 | 185.3 | 220.3 | 5.0 |
| On-trade | 886.0 | 1,415.3 | 9.8 | 1,529.3 | 1,808.4 | 5.0 | |
| Total | 928.9 | 1,588.2 | 11.3 | 1,714.7 | 2,028.7 | 5.0 | |
| Brandy | Off-trade | 0.1 | 0.1 | 0.0 | 0.1 | 0.1 | 0.0 |
| On-trade | 1.7 | 2.0 | 3.3 | 2.1 | 2.6 | 5.4 | |
| Total | 1.8 | 2.1 | 3.1 | 2.3 | 2.7 | 5.2 | |
| Cognac | Off-trade | 12.1 | 14.8 | 4.1 | 15.4 | 15.7 | 1.2 |
| On-trade | 282.9 | 293.5 | 0.7 | 308.4 | 341.8 | 3.1 | |
| Total | 295.0 | 308.3 | 0.9 | 323.7 | 357.5 | 3.0 | |
| Liqueurs | Off-trade | 5.1 | 13.0 | 20.6 | 13.9 | 17.2 | 5.8 |
| On-trade | 59.1 | 110.8 | 13.4 | 122.7 | 164.8 | 8.3 | |
| Total | 64.2 | 123.8 | 14.0 | 136.6 | 182.0 | 8.0 | |
| Non-alcoholic spirits | Off-trade | 2.7 | 6.1 | 2.9 | 3.1 | 2.8 | |
| On-trade | 0.9 | 34.2 | 1.2 | 2.1 | 18.5 | ||
| Total | 3.7 | 13.0 | 4.1 | 5.2 | 7.0 | ||
| Dark rum | Off-trade | 0.4 | 1.0 | 20.1 | 1.0 | 1.1 | 1.9 |
| On-trade | 16.9 | 23.9 | 7.2 | 25.6 | 30.0 | 4.7 | |
| Total | 17.3 | 24.9 | 7.6 | 26.6 | 31.1 | 4.5 | |
| White rum | Off-trade | 0.7 | 3.5 | 38.0 | 3.7 | 4.3 | 4.2 |
| On-trade | 38.9 | 103.4 | 21.6 | 113.8 | 144.9 | 7.0 | |
| Total | 39.6 | 106.9 | 22.0 | 117.5 | 149.1 | 6.9 | |
| Tequila (and Mezcal) | Off-trade | 2.6 | 2.8 | 1.5 | 3.1 | 3.7 | 5.7 |
| On-trade | 34.1 | 37.9 | 2.1 | 41.8 | 52.2 | 6.6 | |
| Total | 36.7 | 40.7 | 2.1 | 44.8 | 55.9 | 6.6 | |
| Whiskies | Off-trade | 14.6 | 93.8 | 45.1 | 101.4 | 121.8 | 5.4 |
| On-trade | 307.4 | 584.7 | 13.7 | 631.4 | 728.6 | 4.5 | |
| Total | 322.0 | 678.5 | 16.1 | 732.8 | 850.3 | 4.6 | |
| Canadian whisky | Off-trade | 0.0 | 0.1 | 0.0 | 0.1 | 0.1 | 0.0 |
| On-trade | 0.4 | 0.5 | 4.6 | 0.6 | 0.7 | 7.0 | |
| Total | 0.5 | 0.6 | 3.7 | 0.7 | 0.8 | 5.9 | |
| Gin | Off-trade | 2.5 | 14.1 | 41.3 | 15.5 | 19.3 | 6.5 |
| On-trade | 72.5 | 153.4 | 16.2 | 170.0 | 208.4 | 6.3 | |
| Total | 75.1 | 167.4 | 17.4 | 185.5 | 227.7 | 6.3 | |
| Vodka | Off-trade | 2.2 | 3.9 | 12.1 | 4.1 | 4.6 | 3.4 |
| On-trade | 61.4 | 71.8 | 3.2 | 76.6 | 89.8 | 4.6 | |
| Total | 63.7 | 75.7 | 3.5 | 80.6 | 94.4 | 4.5 | |
| Other spirits | Off-trade | 2.5 | 23.2 | 56.1 | 24.3 | 29.3 | 4.8 |
| On-trade | 10.9 | 33.0 | 24.8 | 35.8 | 43.4 | 5.6 | |
| Total | 13.4 | 56.2 | 33.2 | 60.1 | 72.7 | 5.3 | |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Total - Spirits | Off-trade | 608.1 | 2,532.5 | 33.0 | 2,606.9 | 2,804.5 | 2.1 |
| On-trade | 3,382.9 | 5,223.2 | 9.1 | 5,465.7 | 5,966.8 | 2.7 | |
| Total | 3,991.0 | 7,755.7 | 14.2 | 8,072.6 | 8,771.3 | 2.5 | |
| Brandy | Off-trade | 1.6 | 1.8 | 2.4 | 1.8 | 1.9 | 1.1 |
| On-trade | 5.9 | 5.9 | 0.0 | 6.2 | 6.8 | 2.9 | |
| Total | 7.5 | 7.7 | 0.5 | 8.0 | 8.7 | 2.5 | |
| Cognac | Off-trade | 84.3 | 94.1 | 2.2 | 95.3 | 92.3 | −0.4 |
| On-trade | 810.2 | 726.2 | −2.2 | 737.1 | 745.4 | 0.5 | |
| Total | 894.5 | 820.2 | −1.7 | 832.4 | 837.7 | 0.4 | |
| Liqueurs | Off-trade | 73.4 | 159.3 | 16.8 | 162.7 | 176.3 | 2.0 |
| On-trade | 251.4 | 383.0 | 8.8 | 401.1 | 454.6 | 3.5 | |
| Total | 324.8 | 542.3 | 10.8 | 563.8 | 630.9 | 3.1 | |
| Non-alcoholic spirits | Off-trade | 39.8 | 0.8 | 40.7 | 38.9 | −0.5 | |
| On-trade | 4.1 | 33.5 | 4.9 | 9.7 | 18.8 | ||
| Total | 43.8 | 2.6 | 45.6 | 48.6 | 2.1 | ||
| Dark rum | Off-trade | 6.2 | 15.0 | 19.3 | 14.8 | 15.6 | 0.8 |
| On-trade | 86.1 | 108.1 | 4.7 | 112.2 | 121.1 | 2.3 | |
| Total | 92.3 | 123.1 | 5.9 | 127.0 | 136.7 | 2.1 | |
| White rum | Off-trade | 12.9 | 52.8 | 32.6 | 54.6 | 57.3 | 1.6 |
| On-trade | 177.3 | 411.2 | 18.3 | 438.2 | 512.3 | 4.5 | |
| Total | 190.2 | 464.0 | 19.5 | 492.8 | 569.6 | 4.2 | |
| Tequila (and Mezcal) | Off-trade | 39.9 | 39.9 | 0.0 | 41.4 | 44.3 | 2.1 |
| On-trade | 155.6 | 154.1 | −0.2 | 163.8 | 188.4 | 4.1 | |
| Total | 195.5 | 194.0 | −0.2 | 205.2 | 232.6 | 3.7 | |
| Whiskies | Off-trade | 151.2 | 856.2 | 41.5 | 895.7 | 984.9 | 2.8 |
| On-trade | 1,065.8 | 1,798.3 | 11.0 | 1,886.4 | 2,014.7 | 2.3 | |
| Total | 1,217.1 | 2,654.6 | 16.9 | 2,782.1 | 2,999.7 | 2.5 | |
| Canadian whisky | Off-trade | 0.5 | 1.1 | 17.1 | 1.1 | 1.1 | 0.0 |
| On-trade | 2.1 | 2.4 | 2.7 | 2.5 | 2.9 | 3.9 | |
| Total | 2.6 | 3.4 | 5.5 | 3.6 | 4.0 | 3.3 | |
| Gin | Off-trade | 40.7 | 201.3 | 37.7 | 214.2 | 236.9 | 3.3 |
| On-trade | 229.3 | 420.1 | 12.9 | 451.0 | 513.6 | 4.1 | |
| Total | 270.0 | 621.4 | 18.1 | 665.2 | 750.5 | 3.8 | |
| Vodka | Off-trade | 33.4 | 52.2 | 9.3 | 53.0 | 55.2 | 1.1 |
| On-trade | 288.7 | 305.6 | 1.1 | 315.7 | 340.7 | 2.2 | |
| Total | 322.2 | 357.9 | 2.1 | 368.7 | 395.9 | 2.0 | |
| Other spirits | Off-trade | 164.5 | 1,020.0 | 44.0 | 1,032.7 | 1,100.9 | 1.5 |
| On-trade | 312.5 | 906.5 | 23.7 | 949.1 | 1,059.5 | 3.2 | |
| Total | 477.0 | 1,926.6 | 32.2 | 1,981.8 | 2,160.4 | 2.3 | |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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Competitive landscape - spirits
In 2023, the leading companies (brands) in Singapore for sales of spirits drinks were the Pernod Ricard Groupe (Martell, Chivas Regal, Ballantine's) at a market share of 20.9% (US$331.3 million), Diageo Plc (Johnnie Walker, The Singleton, Gordon's) at 10.8% (US$171.3 million), and Suntory Holdings Ltd. (Courvoisier, Jim Beam, Sauza Tequila) at a market share of 9.9% (US$157.2 million). Other top spirits brands in Singapore include Hennessy, Bacardi, The Macallan, José Cuervo, Glennfiddich, Jinro, and Rémy Martin.
| Company | Brands | Retail sales (US$M) | Market share % in 2023 |
|---|---|---|---|
| Pernod Ricard Groupe | Martell, Chivas Regal, Ballantine's, Absolut, Beefeater, Kahlúa, Malibu, The Glenlivet, Havana Club, Jameson | 331.3 | 20.9 |
| Diageo Plc | Johnnie Walker, The Singleton, Gordon's, Tanqueray, Smirnoff, Baileys, Captain Morgan | 171.3 | 10.8 |
| Suntory Holdings Ltd | Courvoisier, Jim Beam, Sauza Tequila, Teacher's, Hibiki, Yamazaki, Hakushu, Maker's Mark | 157.2 | 9.9 |
| LVMH Moët Hennessy Louis Vuitton SA | Hennessy, Glenmorangie | 93.8 | 5.9 |
| Bacardi & Co Ltd | Bacardi, Bombay Sapphire | 89.5 | 5.6 |
| Edrington Group | The Macallan, The Famous Grouse | 50.3 | 3.2 |
| Becle SAB de CV | José Cuervo | 28.1 | 1.8 |
| William Grant & Sons Ltd | Glenfiddich, Hendrick's, Drambuie | 27.5 | 1.7 |
| Hite Jinro Co Ltd | Jinro | 27.1 | 1.7 |
| Rémy Cointreau Group | Rémy Martin, Cointreau, Mount Gay, St Rémy | 25.8 | 1.6 |
| Others | Others | 467.3 | 29.4 |
| Total - Spirits | 1,588.2 | 100.0 | |
| Source: Euromonitor International, 2025 | |||
Wine
Total on/off-trade sales of wines in Singapore reached 15.5 million litres (US$668.9 million) in 2023, which grew by a CAGR volume of 4.7% (2018-2023) and are projected to slow down by a CAGR volume of 2.7% (2023-2028) to reach 17.7 million litres (US$885.2 million) in 2028. Value sales of wine was highest within retailer (off-trade) outlets at US$395.1 million, which accounted for 59.1% with 40.9% of wine sales from within the foodservice on-trade sector (US$273.7 million) in Singapore in 2023.
The most popular consumed wine types in Singapore were still light grape wine (red, rosé, white) at 82.6% of total on/off-trade volume sales share, followed by sparkling wine - champagne (11%), and non-grape wine - sake (5.8%) in 2023. Within Singapore, fortified wine (port, sherry) and vermouth (US$4.4 million) and non-alcholic wine (US$1.7 million) only registered small value (negligible volume) sales in 2023. Meanwhile, off-trade volume sales (12.2 million litres) over the year, consisted of 68.4% of still light grape wine, 6.5% of sparkling wine and 3.9% of non-grape wine products.
| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Total - Wine | Off-trade | 246.6 | 395.1 | 9.9 | 424.3 | 509.9 | 5.2 |
| On-trade | 268.3 | 273.7 | 0.4 | 298.3 | 375.3 | 6.5 | |
| Total | 514.9 | 668.9 | 5.4 | 722.6 | 885.2 | 5.8 | |
| Fortified wine: (port, sherry, other) and vermouth | Off-trade | 0.4 | 0.7 | 11.8 | 0.7 | 0.8 | 2.7 |
| On-trade | 2.4 | 3.7 | 9.0 | 3.9 | 4.6 | 4.5 | |
| Total | 2.8 | 4.4 | 9.5 | 4.6 | 5.5 | 4.6 | |
| Non-grape wine: sake | Off-trade | 2.6 | 17.3 | 46.1 | 19.4 | 24.1 | 6.9 |
| On-trade | 19.9 | 16.2 | −4.0 | 17.4 | 22.0 | 6.3 | |
| Total | 22.6 | 33.4 | 8.1 | 36.9 | 46.1 | 6.7 | |
| Sparkling wine: Champagne, other | Off-trade | 28.7 | 52.6 | 12.9 | 56.9 | 69.6 | 5.8 |
| On-trade | 102.6 | 114.8 | 2.3 | 127.3 | 168.7 | 8.0 | |
| Total | 131.3 | 167.3 | 5.0 | 184.2 | 238.3 | 7.3 | |
| Still light grape wine: red, rosé, white | Off-trade | 214.9 | 323.7 | 8.5 | 346.2 | 414.0 | 5.0 |
| On-trade | 143.3 | 138.3 | −0.7 | 148.9 | 179.0 | 5.3 | |
| Total | 358.2 | 462.0 | 5.2 | 495.1 | 593.0 | 5.1 | |
| Non-alcoholic wine | Off-trade | 1.0 | 71.0 | 1.1 | 1.3 | 5.4 | |
| On-trade | 0.7 | 91.3 | 0.8 | 1.0 | 7.4 | ||
| Total | 1.7 | 78.3 | 1.8 | 2.3 | 6.2 | ||
Source: Euromonitor International, 2025 1: Retailer selling price (RSP) *CAGR: Compound Annual Growth Rate |
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| Category | 2018 | 2023 | CAGR* % 2018-2023 | 2024 | 2028 | CAGR* % 2023-2028 | |
|---|---|---|---|---|---|---|---|
| Total - Wine | Off-trade | 8.6 | 12.2 | 7.2 | 12.7 | 13.8 | 2.5 |
| On-trade | 3.7 | 3.3 | −2.3 | 3.5 | 3.8 | 2.9 | |
| Total | 12.3 | 15.5 | 4.7 | 16.1 | 17.7 | 2.7 | |
| Non-grape wine: sake | Off-trade | 0.1 | 0.6 | 43.1 | 0.6 | 0.7 | 3.1 |
| On-trade | 0.5 | 0.3 | −9.7 | 0.3 | 0.4 | 5.9 | |
| Total | 0.5 | 0.9 | 12.5 | 1.0 | 1.1 | 4.1 | |
| Sparkling wine: Champagne, other | Off-trade | 0.6 | 1.0 | 10.8 | 1.1 | 1.2 | 3.7 |
| On-trade | 0.7 | 0.7 | 0.0 | 0.8 | 0.9 | 5.2 | |
| Total | 1.2 | 1.7 | 7.2 | 1.8 | 2.1 | 4.3 | |
| Still light grape wine: red, rosé, white | Off-trade | 7.9 | 10.6 | 6.1 | 10.9 | 11.9 | 2.3 |
| On-trade | 2.6 | 2.3 | −2.4 | 2.3 | 2.5 | 1.7 | |
| Total | 10.5 | 12.8 | 4.0 | 13.3 | 14.4 | 2.4 | |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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Competitive landscape - wine
In 2023, the leading companies (brands) in Singapore for sales of wine products were Treasury Wine Estates Ltd. (Penfolds, Wolf Blass, Lindeman's) at a market share of 20% (US$133.5 million), LVMH Moët Hennessy Louis Vuitton SA (Moët & Chandon, Veuve Clicquot) at 14.7% (US$98.2 million), and The Pernod Ricard Groupe (Jacob's Creek) at a market share of 7.7% (US$51.6 million). Other top spirits brands in Singapore include Piper & Charles Heidsieck, Hakushika, Kikumasamune, Martini, and Gekkeikan in 2023.
| Company | Brands | Retail sales (US$M) | Market share % in 2023 |
|---|---|---|---|
| Treasury Wine Estates Ltd. | Penfolds, Wolf Blass, Lindeman's, Rosemount | 133.5 | 20.0 |
| LVMH Moët Hennessy Louis Vuitton SA | Moët & Chandon, Veuve Clicquot | 98.2 | 14.7 |
| Pernod Ricard Groupe | Jacob's Creek | 51.6 | 7.7 |
| Européenne de Participations Industrielles (EPI) SAS | Piper Heidsieck, Charles Heidsieck | 15.4 | 2.3 |
| Tatsuuma-Honke Brewing Co Ltd. | Hakushika | 5.1 | 0.8 |
| Kiku-Masamune Sake Brewing Co Ltd. | Kikumasamune | 2.0 | 0.3 |
| Bacardi & Co Ltd. | Martini | 1.4 | 0.2 |
| Gekkeikan Sake Co Ltd. | Gekkeikan | 0.7 | 0.1 |
| Others | Others | 361.0 | 54.0 |
| Total - Wine | 668.9 | 100.0 | |
| Source: Euromonitor International, 2025 | |||
Retail distribution channels of alcoholic drinks (off-trade)
In Singapore, distribution of alcoholic products within store-based retailer outlets totalled US$966.5 million (96.1%) and US$39.5 million (3.9%) within retail e-commerce sales in 2023. Grocery retailers with the largest sales for these alcoholic products were from within supermarkets at US$538.3 million (53.5%), followed by hypermarkets at US$171.8 million (17.1%), and food/drink/tobacco specialists at sales of US150.1 million (14.9%) in 2023.
| Outlet type | 2018 | 2023 | CAGR* % 2018-2023 | ||
|---|---|---|---|---|---|
| Actual | Share % | Actual | Share % | ||
| Total - retail channels | 619.3 | 100.0 | 1,006.0 | 100.0 | 10.2 |
| Store-based retail - offline | 598.2 | 96.6 | 966.5 | 96.1 | 10.1 |
| Grocery retailers | 598.2 | 96.6 | 966.5 | 96.1 | 10.1 |
| Convenience stores | 51.5 | 8.3 | 59.1 | 5.9 | 2.8 |
| Forecourt retailers | 8.1 | 1.3 | 9.4 | 0.9 | 3.0 |
| Hypermarkets | 76.3 | 12.3 | 171.8 | 17.1 | 17.6 |
| Supermarkets | 315.4 | 50.9 | 538.3 | 53.5 | 11.3 |
| Food/drink/tobacco specialists | 115.6 | 18.7 | 150.1 | 14.9 | 5.4 |
| Small local grocers | 31.3 | 5.1 | 37.9 | 3.8 | 3.9 |
| Non-store retail - E-Commerce | 21.2 | 3.4 | 39.5 | 3.9 | 13.3 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
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New product launch analysis
Mintel indicated that there were only 36 new alcoholic beverage products launched in Singapore across grocery retailer outlets (including new variety/range extension, packaging, formulation or relaunched) between the period of January 2020 and February 3, 2025. These alcoholic drinks contained ingredients such as ethyl alcohol (products: 18), apple wine (4), brandy (4), vodka (4), soju (3), barley spirits (2), gin (2), wines (2), spirits (1) and beer (1) over the same period.
Description of above image
| Product | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 (January-February) | Total |
|---|---|---|---|---|---|---|---|
| Alcoholic beverages | 7 | 6 | 4 | 10 | 9 | 0 | 36 |
| Brandy | 1 | 1 | 0 | 0 | 2 | 0 | 4 |
| Vodka | 0 | 1 | 0 | 1 | 2 | 0 | 4 |
| Soju | 0 | 0 | 0 | 2 | 1 | 0 | 3 |
| Gin | 0 | 0 | 0 | 2 | 0 | 0 | 2 |
| Wines | 0 | 0 | 0 | 0 | 2 | 0 | 2 |
| Spirits | 1 | 0 | 0 | 0 | 1 | 0 | 1 |
| Beer | 0 | 0 | 0 | 0 | 1 | 0 | 1 |
Source: Mintel, 2025
Leading markets launching these alcoholic beverage products in Singapore's grocery retailer outlets were Japan (30.6%), South Korea (16.7%), Estonia (8.3%), China (8.3%), Australia (8.3%), Mexico (8.3%), Croatia (2.8%), and India (2.8%) between 2020 and 2024 - with no new alcoholic products launched as of yet, in 2025.
Description of above image
- Japan: 11
- South Korea: 6
- Estonia: 3
- China: 3
- Australia: 3
- Mexico: 3
- Croatia: 1
- India: 1
Total item count: 36
Source: Mintel, 2025
Leading companies launching alcoholic beverage products (9) in Singapore between Q1-2024 and Q4-2024 were Suntory (3), Heineken (2), Bacchus Winery (2), Kokubu Group (1), and Seven & I Holdings (9). Top brands over the 5-year period were Suntory Horoyoi/-196°C Strong Zero (7), Somersby (4), Twenty Third St. Distillery (3), Tiger SoJu (3), and Topo Chico (3). New brands appearing for the first time and launched within the last 6 months, included Rio Light (peach and a grape brandy flavoured cocktail) from the Bacchus Winery imported from China and Seven & I Premium (an RTD iced black coffee drink with a small amount of ethyl alcohol) imported from Japan.
Description of above image
- Suntory Horoyoi: 5
- Somersby: 4
- Twenty Third St. Distillery: 3
- Tiger SoJu: 3
- Topo Chico: 3
- Chorong Chorong: 3
- Suntory −196°C Strong Zero: 2
- Clear Asahi: 2
- Chuga: 2
- Rio Light: 2
- Anglia: 1
- Kingfisher: 1
- Choya: 1
- 7drops: 1
- Legendary Scot: 1
- Seven & I Premium: 1
Total item count: 36
Source: Mintel, 2025
New alcoholic drink ingredients appearing within the last 12 months included coffee and sodium hydrogen carbonate The popular flavours on a decline by 100% in these products were gin & tonic drinks and blood/red orange flavour between Q1-2023 and Q4-2024. Declining claims by 100% between Q4-2023 vs. Q4-2024 were no additives/preservatives, vegan/no animal ingredients, gluten-free, free from added/artificial colourings and low/no or reduced allergens. Meanwhile, metal aluminum cans have been 100% on the decline over this same period.
| Product attributes | Yearly launch - item count | |||||
|---|---|---|---|---|---|---|
| 2020 | 2021 | 2022 | 2023 | 2024 | Total | |
| Yearly product launches | 7 | 6 | 4 | 10 | 9 | 36 |
| Top launch types | ||||||
| New product | 5 | 5 | 0 | 9 | 6 | 25 |
| New variety/range extension | 2 | 0 | 3 | 1 | 3 | 9 |
| Relaunch | 0 | 1 | 0 | 0 | 0 | 1 |
| New packaging | 0 | 0 | 1 | 0 | 0 | 1 |
| Sub-categories | ||||||
| Flavoured alcoholic beverages | 3 | 5 | 4 | 3 | 6 | 21 |
| Beer | 2 | 1 | 0 | 2 | 2 | 7 |
| Other spirits | 2 | 0 | 0 | 4 | 0 | 6 |
| Ready-to-drink (iced) coffee | 0 | 0 | 0 | 0 | 1 | 1 |
| Cider | 0 | 0 | 0 | 1 | 0 | 1 |
| Top five companies | ||||||
| Beam Suntory Asia | 0 | 0 | 3 | 0 | 1 | 4 |
| Saku Õlletehase | 2 | 0 | 1 | 0 | 0 | 3 |
| Corinthians Asia Global Distribution | 0 | 0 | 0 | 3 | 0 | 3 |
| Industria Envasadora de Querétaro | 0 | 3 | 0 | 0 | 0 | 3 |
| Asia Pacific Breweries | 0 | 0 | 0 | 2 | 1 | 3 |
| Top five brands | ||||||
| Suntory Horoyoi | 0 | 0 | 3 | 0 | 2 | 5 |
| Somersby | 2 | 0 | 1 | 1 | 0 | 4 |
| Twenty Third St. Distillery | 0 | 0 | 0 | 3 | 0 | 3 |
| Tiger SoJu | 0 | 0 | 0 | 2 | 1 | 3 |
| Topo Chico | 0 | 3 | 0 | 0 | 0 | 3 |
| Import status (if reported) | ||||||
| Imported | 7 | 6 | 3 | 8 | 7 | 31 |
| Location of manufacture | ||||||
| Japan | 2 | 2 | 2 | 0 | 5 | 11 |
| South Korea | 2 | 0 | 0 | 4 | 0 | 6 |
| Estonia | 2 | 0 | 1 | 0 | 0 | 3 |
| China | 0 | 1 | 0 | 0 | 2 | 3 |
| Australia | 0 | 0 | 0 | 3 | 0 | 3 |
| Top five flavours (including blend) | ||||||
| Unflavoured / plain | 3 | 1 | 0 | 0 | 1 | 5 |
| Apple (green) | 0 | 0 | 1 | 1 | 1 | 3 |
| Peach and brandy, peach (white) | 0 | 1 | 1 | 0 | 1 | 3 |
| Lychee / Litchi | 0 | 0 | 0 | 2 | 0 | 2 |
| Gin & tonic /gin and tonic / G&T | 0 | 0 | 0 | 2 | 0 | 2 |
| Grape (white/green, Muscat) | 1 | 0 | 1 | 0 | 0 | 2 |
| Mango, Mango and passionfruit / Maracuja | 1 | 0 | 0 | 0 | 1 | 2 |
| Grapefruit | 0 | 0 | 0 | 1 | 0 | 1 |
| Lemonade | 0 | 0 | 0 | 0 | 1 | 1 |
| Tangy and lemon and lime | 0 | 1 | 0 | 0 | 0 | 1 |
| Source: Mintel; Global New Product Database, 2025 | ||||||
Examples of new products
Peach Brandy Flavoured Cocktail
Source: Mintel, 2025
| Company | Bacchus Winery |
|---|---|
| Importer | Hong Xin Da |
| Brand | Rio Light |
| Sub-category | Flavoured alcoholic beverages |
| Market | Singapore, imported from China |
| Packaging details | Can, metal aluminium |
| Product analysis | Shelf stable, 330 millilitres, 3% alcohol by volume |
| Store name / location | Sheng Siong, Singapore 372018 |
| Store type | Supermarket |
| Date published | August 2024 |
| Launch type | New product |
| Price in US dollars | 2.87 |
Retails in a 330 millilitre pack. White peach and brandy flavour. Also, available in grape brandy flavoured cocktail.
Mighty Mango Infused Lager
Source: Mintel, 2025
| Company | Asia Pacific Breweries |
|---|---|
| Brand | Tiger SoJu |
| Category | Alcoholic beverages, beer |
| Market | Singapore |
| Packaging details | Crown Holdings packaging, can, metal aluminium |
| Product analysis | Shelf stable, 320 millilitres, 5.5% alcohol by volume, branded |
| Store name | FairPrice Online |
| Store type | Internet / mail order |
| Date published | July 2024 |
| Launch type | New variety / range extension |
| Price in US dollars | 9.17 |
This product retails in a pack containing three 320 millilitre cans. Recyclable pack.
Scotch Whisy Highball
Source: Mintel, 2025
| Company | Kokubu Group |
|---|---|
| Importer | Kokubu Commonwealth Trading |
| Brand | Legendary Scot |
| Category | Flavoured alcoholic beverages |
| Market | Singapore, imported from Japan |
| Packaging details | Can, metal aluminium |
| Product analysis | Shelf stable, 350 millilitres, 8% alcohol by volume, carbonated, branded |
| Store name / location | 7-Eleven, Singapore 650347 |
| Store type | Convenience store |
| Date published | April 2024 |
| Launch type | New product |
| Price in US dollars | 5.93 |
This product retails in a 350 millilitre pack. Made with Legendary Scot blended scotch whisky distilled in Scotland, and soda. Mellow aroma of smoky blended scotch whisky. Carbonated. Contains 22 grams of pure alcohol. Recyclable pack.
Double Apple Alcoholic Drink
Source: Mintel, 2025
| Company | Suntory Spirits |
|---|---|
| Importer | Beam Suntory Asia |
| Brand | Suntory −196°C Strong Zero |
| Category | Flavoured alcoholic beverages |
| Market | Singapore, imported from Japan |
| Packaging details | Can, metal aluminium |
| Product analysis | Shelf stable, 350 millilitre, 9% alcohol by volume, branded |
| Store name / location | 7-Eleven, Singapore 650347 |
| Store type | Convenience store |
| Date published | April 2024 |
| Launch type | New product |
| Price in US dollars | 5.93 |
This product retails in a 350 millilitre pack. Made in Japan. 2% apple juice. Zero sugar.
Signature Gin and Tonic
Source: Mintel, 2025
| Company | Twenty Third Street Distillery |
|---|---|
| Brand | Twenty Third St. Distillery |
| Category | Flavoured alcoholic beverages |
| Market | Singapore, imported from Australia |
| Packaging details | Can, metal aluminium + sleeve |
| Product analysis | Shelf stable, 750 millilitre, 11.5% alcohol by volume, carbonated (fizzy / sparkling / bubbly), branded |
| Store name | FairPrice Online |
| Store type | Internet / mail order |
| Date published | December 2023 |
| Launch type | New product |
| Price in US dollars | 14.27 |
This product retails in a pack containing four 300 millilitre cans. No sugar. Contains quinine. Vegan friendly and gluten free. No artificial flavours and colours. Recyclable pack. Is bursting with riverland citrus flavours and aromatics. No sugar tonic elevates and freshens, adding a classic bitterness. Available in a vodka with blood orange flavour with pure soda water.
Green Apple Suju
Source: Mintel, 2025
| Company | Corinthians Asia Global Distribution |
|---|---|
| Brand | Chorong Chorong |
| Category | Alcoholic beverages, other spirits |
| Market | Singapore, imported from South Korea |
| Packaging details | Bottle, glass coloured |
| Product analysis | Shelf stable, 360 millilitre, 9.9% alcohol by volume, branded |
| Store name / location | Cold Storage, Singapore 238839 |
| Store type | Supermarket |
| Date published | June 2023 |
| Launch type | New product |
| Price in US dollars | 9.33 |
This product retails in a 360 millilitre pack. Also, available in grapefruit and Lychee/Litchi Soju flavours.
Passion Fruit & Orange Flavoured Premium Cider
Source: Mintel, 2025
| Company | Carlsberg |
|---|---|
| Brand | Somersby |
| Category | Alcoholic beverages, cider apple wine |
| Market | Singapore, imported from Croatia |
| Packaging details | Bottle, glass plain |
| Product analysis | Shelf stable, 330 millilitre, 4.5% alcohol by volume, branded |
| Store name / location | Sheng Siong, Singapore 650451 |
| Store type | Supermarket |
| Date published | June 2023 |
| Launch type | New variety / range extension |
| Price in US dollars | 11.79 |
This product retails in a four 330 millilitre pack. Refreshingly crisp. Best served over ice.
The Real Shandy
Source: Mintel, 2025
| Company | Heineken |
|---|---|
| Importer | Yika |
| Brand | Anglia |
| Category | Alcoholic beverages, beer |
| Market | Singapore |
| Packaging details | Can, metal aluminium |
| Product analysis | Shelf stable, 320 millilitre, 1% alcohol by volume, branded |
| Claims | Low / no / reduced calorie, microwaveable, premium, ethical – environmentally friendly package, recycling, sugar free |
| Store name / location | Sheng Siong, Singapore 651154 |
| Store type | Supermarket |
| Date published | February 2024 |
| Launch type | New product |
| Price in US dollars | 22.23 |
This product retails in a pack containing 24 320 millilitre cans. Recyclable pack. A refreshing, sugar free blend of lemonade and beer.
For more information
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For additional information on the Food Hotel Asia – Food & Beverage tradeshow, please contact:
Michelle Jardine, Deputy Director
Indo-Pacific Market Development and Promotion
Agriculture and agri-food Canada
michelle.jardine@agr.gc.ca
Resources
- Euromonitor International | December 2024. Briefing: Alcoholic Drinks in Asia Pacific
- Euromonitor International | July 2024. Country Report: Alcoholic Drinks in Singapore
- Mintel Global New Products Database, 2025
Sector Trend Analysis – Wine, beer and spirits in Singapore
Global Analysis Report
Prepared by: Erin-Ann Chauvin, senior market analyst
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