Sales of alcoholic drinks in Asia Pacific suffered two bad years in the pandemic, in both 2020 and 2022, the latter mainly due to the return of COVID-19 in China, the dominant country market. Growth in 2023 was also subdued, with Japan and Vietnam in decline and China only seeing a relatively weak recovery. Year-on-year growth rates will gradually improve over the forecast period, with India and Vietnam among the more dynamic markets.
This report comes in PPT.
In the Chinese alcoholic drinks market, RTDs and cider/perry are among the most dynamic performers, with younger consumers (of legal drinking age) tending increasingly towards what they see as lower-alcohol products, which is negatively impacting the performances of wine and spirits in this country.
In 2023, alcoholic drinks in Japan were facing challenges and changes, including price increases due to higher raw materials costs and a weaker yen. Meanwhile, a revision in the liquor tax law narrowed the price gap between economy and mid-priced and premium beers, shifting the consumer focus towards the latter segments.
In Vietnam, Heineken continues to pursue a sustainability agenda under the “Brewing a Better Vietnam” banner. This includes reducing its carbon emissions by 87% and brewing the premium Heineken brand with 100% renewable energy. Its Greener Bar, made entirely from reusable and recycled materials sourced from Heineken's manufacturing processes, has been used at numerous Heineken-branded events across the country.
India could offer significant growth potential for beer, with per capita consumption at just 2.15 litres, which is far below the Asia Pacific average of 15.33 litres. With a population of 1.4 billion, even a small increase in consumption could greatly boost beer volumes, which accounted for 46% of total volume consumption in India in 2023, versus 80% in the overall Asia Pacific region.
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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