On-trade volume sales of spirits are expected to stagnate over the forecast period which would represent a slight improvement on the decline seen in 2023. The reason being bars/pubs as well as entertainment outlets are predicted to expand in key cities (eg Kuala Lumpur, Johor and Pulau Pinang) as the country continues its recovery from the pandemic.
Pelican Winery (M) Sdn Bhd and Suntory Holdings Ltd are anticipated to continue focusing on other areas of their business since consumers generally prefer wine or spirits. Muihua Sdn Bhd is likely to retain the distribution rights for the Jinro Tok Tok brand, but distribution will likely remain restricted to premium supermarkets (eg Village Grocer, Jaya Grocer and Mercato) and hypermarkets (Aeon).
More South Korean brands of RTDs like Jeju Bon Cho (wine-based RTDs) and Suntory Holdings Ltd’s 196 (spirit-based RTDs) are expected to be launched in Malaysia over the forecast period, following in the footsteps of Jinru Tok Tok. There is a strong interest in K-Pop and all things Korean at present which should present opportunities for brands such as these to find some short term success, especially among younger consumers (of a legal drinking age).
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Understand the latest market trends and future growth opportunities for the RTDs industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See All of Our DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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