Select Country Report
2025 Developments
Alcoholic drinks in Singapore in 2025 saw a marked contraction in total volume, falling by 5% to 149 million litres despite a robust 5% GDP growth, underscoring the impact of high living costs, increased GST, and elevated excise duties on discretionary spending and routine drinking occasions. While the region broadly exhibits cautious consumer behaviour, Singapore’s market stands out for its sharp polarisation, with spending splitting between affordable everyday choices and premium, experience-driven purchases, leaving little space for mid-tier propositions. The resilience in value, with only a 1% decline to SGD6.27 billion, signalled the effectiveness of premiumisation strategies and the sustained demand for high-quality experiences, particularly in spirits, the only alcoholic drinks to register volume growth of 2%.For businesses, the environment remains attractive for those positioned at the extremes, whether offering clear value or delivering premium, curated occasions, while operators in the mid-tier face mounting challenges. Success depends on leveraging differentiated positioning, investing in immersive brand experiences, and rapidly adapting to the rise of nolo offerings, as wellness and moderation fundamentally reshape both consumption and product innovation.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Singapore 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Singapore report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Singapore?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Singapore?
- How are products distributed in Singapore?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Singapore
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Alcohol Market Contracts as Moderation, Premiumisation, and Price Pressures Reshape Performance
Market Polarization Intensifies as Consumers Split between Premium Experiences and Value-Driven Consumption
Wellness-Led Moderation Drives Growth in Nolo and Alcohol-Free Experiences
Chart 2 Analyst Insight for Alcoholic Drinks
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Volume Will Continue to Decline as Moderation and Structural Pressures Reshape Consumption
Wellness-Led Moderation and Sober Curiosity Are Expected to Reshape the Future of Alcoholic Drinks
Beer Is Set to Remain Dominant While Premium Spirits and Resilient Wine Shape the Future of Alcoholic Drinks
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Alcoholic Drinks Remains Highly Concentrated as Leading Players Sustain Dominance Amid Premiumisation Trends
Emerging Growth Pockets Are Driven by Premiumisation and Cocktail-Led Spirits Innovation
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Supermarkets and Hypermarkets Meet Value Demand as Premium Grocers Expand with Experience-Led Offerings
Retail E-Commerce Accelerates in Premium Spirits and Wine as Logistics Limit Beer Growth
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Diageo Plc Leverages Singapore's Cocktail Culture to Drive Premium Experiential Spirits Growth
Chart 9 Diageo’S Premium Cocktail Strategy Amid Market Polarization
Chart 10 Economic Context for Alcoholic Drinks
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Singapore
Key Data Insights
Beer Summary
Chart 16 Key Industry Trends for Beer
Beer in Singapore Declines Amid Moderation, Cost Pressures, and Shifting Drinking Occasions Despite Strong Economic Growth
Lager Sustains Largest Share as Innovation in Non/Low Alcohol Beer Drives Growth
Flavour Innovation and Polarization Reshape Beer Amid Structural Decline
Chart 17 Analyst Insight for Beer
Chart 18 Volume Sales 2020-2030
Chart 19 Volume Sales by Category 2025
Beer Is Set to Face a Long-Term Volume Decline, While Value Growth Is Driven by Premiumisation and Occasion-Based Consumption
Lager Will Maintain Its Dominance as Non/Low Alcohol Options Expand Drinking Occasions
Beer in Singapore to Be Shaped by Rising Demand for Novelty, Flavour Innovation, and Strong Brand Identity
Chart 20 Local Flavour Experiments Reshape Singapore’S Beer Market
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Beer Remains Concentrated as Incumbents Defend Share Amid Premiumisation and Innovation
Distribution Partnerships Enhance Visibility for Beer Brands in Singapore
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
Supermarkets and Hypermarkets Drive Value-Led Beer Purchases with Multipack Offers
Craft Brewers and Premium Retailers Unlock Growth with Curated Experiences
Non/Low Alcohol Beer Drives the Next Wave of Category Innovation
Chart 25 Free Hit Xpa Offer a Non/Low Alcohol Beer to Consumers in 2026
Limited-Edition Collaborations and Premium Innovation Redefine Beer Offerings
Chart 26 Economic Context for Beer
Chart 27 Real Gdp Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Beer
Chart 30 Population 2020-2030
Chart 31 Population by Generation 2025
Cider/Perry in Singapore
Key Data Insights
Cider/Perry Summary
Chart 32 Key Industry Trends for Cider/Perry
Cider/Perry Declines Despite Flavour Innovation and Targeted Premium Launches
Chart 33 Somersby Mango & Lime Ignites Flavor Innovation in Singapore’S Cider Market
Carlsberg Singapore Leverages Nolo Momentum to Shape Drinking Culture
Chart 34 Carlsberg Singapore Leads Nolo Momentum with Limited-Edition Somersby 0.0 Mandarin Orange Launch
Chart 35 Volume Sales 2020-2030
Chart 36 Volume Sales by Category 2025
Cider/Perry Volumes Are Set to Decline Amid Competitive Pressure, with Premium and Flavour Innovation Supporting Partial Stabilisation
Influencer Campaigns and Retail E-Commerce May Drive Engagement
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Carlsberg (S) Pte Ltd Expands Its Lead through Innovation as Rivals Retreat
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Supermarkets and Hypermarkets Sustain Dominance as Retail E-Commerce Expands Reach
Flavoured Cider/Perry and Digital Convenience Reshape Buying Habits
Chart 41 Economic Context for Cider/Perry
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Cider/Perry
Chart 45 Population 2020-2030
Chart 46 Population by Generation 2025
Rtds in Singapore
Key Data Insights
Rtds Summary
Chart 47 Key Industry Trends for Rtds
Rtds in Singapore Soften as the Market Matures and Growth Shifts toward Premiumisation and Flavour Innovation
Spirit-Based Rtds Dominate While Non-Alcoholic Formats Gain Momentum through Health-Led Innovation
Lyre’S Packaging Refresh Shifts Perceptions Towards Wellness and Inclusivity
Chart 48 Lyre’S 2025 Rtd Packaging Refresh Reinforces Nolo Appeal in Singapore
Chart 49 Volume Sales 2020-2030
Chart 50 Volume Sales by Category 2025
Rtds Will Continue to Experience Volume Decline Amid Cost Pressures and a Shift toward Premiumisation
Rtds Is Set to Be Reshaped by Wellness-Led Moderation and Flavour Innovation
Chart 51 Forecast Volume Sales 2020-2030
Chart 52 Forecast Volume Sales by Category 2025-2030
Rtds See Rising Competition as Innovation-Driven Players Gain Share
Chart 53 Company Shares 2025
Chart 54 Brand Shares 2025
Off-Trade Dominance in Rtds Is Led by Supermarkets While E-Commerce Grows
Convenience-Led Exclusivity Drives Rtd Innovation and Impulse Sales Growth
Chart 55 Absolut & Sprite Rtd Launch Redefines Convenience
Premiumisation and Cocktail-Led Reinvention Elevate Rtds into Branded, Occasion-Ready Experiences
Flavour Experimentation Drives Differentiation and Engagement in Rtds
Chart 56 Flavour Experimentation Is Engaging Younger Consumers of Legal Drinking Age
Chart 57 Economic Context for Rtds
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Rtds
Chart 61 Population 2020-2030
Chart 62 Population by Generation 2025
Spirits in Singapore
Key Data Insights
Spirits Summary
Chart 63 Key Industry Trends for Spirits
Premiumisation and Whisky Demand Drive Value Growth in Singapore’S Spirits Market
The Rise of Tequila (And Mezcal) Reflects Growing Demand for Premium and Experience-Led Spirits
Chart 64 Horatio’S Immersive Whisky Experience Thrives
Market Polarization Reshapes Spirits as Premiumisation and Value-Led Choices Gain Momentum
Chart 65 Volume Sales 2020-2030
Chart 66 Volume Sales by Category 2025
Chart 67 What's Next? for Spirits
Premiumisation Is Set to Support Value Growth as Spirits Volumes Decline
Non-Alcoholic Spirits Is Set to Gain Ground as Consumers Embrace Sober-Curious Lifestyles
Experience-Led Consumption and Tourism Is Set to Underpin Future Spirits Value Growth
Chart 68 Forecast Volume Sales 2020-2030
Chart 69 Forecast Volume Sales by Category 2025-2030
Market Leaders Retain Dominance as Premium Spirits Drive Competitive Growth
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Supermarkets and Hypermarkets Expand Reach through Pricing and Assortment
Mobile-First E-Commerce Platforms Drive Premium Spirits Sales Online
Focus on Heritage Drives Demand for Premium, Story-Led Spirits
Chart 72 St-Rémy Signature’S 2025 Launch Highlighted Heritage Storytelling and Artisanal Craftsmanship.
Chart 73 Economic Context for Spirits
Chart 74 Real Gdp Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Spirits
Chart 77 Population 2020-2030
Chart 78 Population by Generation 2025
Wine in Singapore
Key Data Insights
Wine Summary
Chart 79 Key Industry Trends for Wine
Wine Volumes Decline Sharply as Premiumisation and Non Alcoholic Innovation Reshape Consumption
Chart 80 Winespired Launches Its Premium No and Low Alcohol Wine Portfolio in Singapore
Market Polarization Reshapes Wine Consumption as Premium Experiences and Value-Led Choices Diverge
Heritage-Focused Events and Curation Boost the Demand for Legacy Wine
Chart 81 Volume Sales 2020-2030
Chart 82 Volume Sales by Category 2025
Wine Consumption Is Set to Decline Modestly as Polarization and Premiumisation Reshape Long-Term Demand
Mindful Drinking and Wellness Trends Are Set to Boost Low and Non Alcoholic Innovation
Retail E-Commerce and Digital Tools Will Reshape Consumer Engagement and Purchasing
Chart 83 Forecast Volume Sales 2020-2030
Chart 84 Forecast Volume Sales by Category 2025-2030
Singapore Beverages Strengthens Its Lead as Wine Consolidates around Premium and Heritage-Driven Brands
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Supermarkets and Hypermarkets Secure Everyday Wine Loyalty, as Specialists Attract Premium Shoppers
Online Shops Win Digitally Engaged Wine Buyers with Convenience and Breadth
Innovation in Low Alcohol and Organic Formats Expands Wine Consumption Occasions in Singapore
Chart 87 Economic Context for Wine
Chart 88 Real Gdp Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Wine
Chart 91 Population 2020-2030
Chart 92 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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