MALAYSIA: MALT LIQUOR SECTOR

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Reynard Stanley
6 years ago
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1 MALAYSIA: MALT LIQUOR SECTOR

2 Comparison of Product Portfolio G.A.B Carlsberg 120 Super-Premium Price Index Premium Mainstream 25 Value Source: CAB, GAB

3 Uptrend in TIV Remains Intact 2, , MLMVolume (m hecto litre) 1, , (2.0) (4.0) Change % (6.0) (8.0) MLM Volume % Change Source: CAB, GAB

4 MLM Volume Dominated by Blonde Beer 10C 9C 8C 7C 6C 5C 4C 3C 2C 1C C Source: CAB, GAB Lager Slout

5 Categories of Beer Lager Ale Stout Mild Beer Brewed using bottomfermenting yeast that ferments slowly at a low temperature to create a smoother, mellow beer. Uses top-fermenting yeast, is a more aromatic and fruity product. Dark and heavy, with roasted unmalted barley and, often caramel malt or sugar. Developed as a sweeter and cheaper alternative to dark ales Bitter Dark Beer Fruit Beer Wheat Beer (Weizen) Highly hopped for a more dry and aromatic beer. It is pale in colour but strong. Barley is kilned for a long period of time which creaters richer flavours. Fruit, usually barries, is added either during primary fermentation or later. Malted wheat and barley are used for this German style beer.

6 Market Size Beer - Malaysia , , RM Million 4,800 4, Million Litres 3, , Total Value RSP - RM mn Total Volume - mn litres Source: Passport by Euromonitor International

7 Company shares (by National Brand Owner) Beer - Malaysia - Total Volume - % 2010 Guinness Anchor Bhd Carlsberg Brewery Malaysia Bhd Napex Corp Sdn Bhd Luen Heng Agency Sdn Bhd Sub Zero Sdn Bhd Others 53.2% 41.1% 2.0% 1.1% 0.7% 2.0% Source: Passport by Euromonitor International

8 Breakdown of Distribution Channels by Brewer Off-trade (3) Carlsberg Modern on-trade (22%) On-trade (6) Traditional ontrade (43%) Off-trade (30%) Guinness Modern on-trade (42%) On-trade (70%) Traditional ontrade (18%) Source: CAB, GAB

9 Guinness leads with 58.1% market share 60% 58% 56% 52% 52% 50% 48% 46% 44% 42% 40% Guinness Carlsberg Since it took the top spot in 6/06, Guinness has cotinued to increase its market share lead over Carlsberg. In the 12 months to e 2011, it raised its market share by 0.9% pts to a record 58.1%, thanks to aggressive marketing.

10 Tiger and Carlsberg Green Label the top two beer brands Other CAB, 6% Danish Royal Stout, 2% Tiger, 3 Carlsberg Green Label, 34% Other GAB, 4% Guinness, 12% Heineken, 7% Tiger and Carlsberg Green Label, beers that cater to the mainstream market, are the top two brands in Malaysia with~3 market share each. Heineken leads the premium beer market, with a 7.3% overall market share. In the stout segment, Guinness is the leader with 12.2% overall market share compared to Danish Royal Stout s estimated overall market share of 2%.

11 National Brand Owners & Their Brands Carlsberg Brewery Malaysia Bhd Guinness Anchor Bhd Luen Heng Agency Sdn Bhd Napex Corp Sdn Bhd Carlsberg Gold (Carlsberg A/S) Anchor Smooth (Asia Pasific Breweries Ltd) Budweiser (Anheuser-Busch InBev NV) Jaz (Napex Corp Sdn Bhd) Carlsberg Pilsner (Carlsberg A/S) Anchor Strong (Asia Pasific Breweries Ltd) Foster s (Foster s Group Ltd) Sub Zero Sdn Bhd Carlsberg Special Bre (Carlsberg A/S) Chang (Thai Beverage Plc) Anglia Shandy (Asia Pasific Breweries Ltd) Guinness (Diageo Plc) Stella Artois (Anheuser-Busch InBev NV) Tsingtao (Tsingtao Brewery Co Ltd) Corona Extra (Modelo SA de CV, Grupo) Heineken (Heineken NV) Danish Royal Stout (Carlsberg A/S) Malta (Asia Pasific Breweries Ltd) Jolly Shandy (Carlsberg A/S) Tiger (Asia Pasific Breweries Ltd) Nutrimalt (Carlsberg A/S) Skol (Carlsberg A/S) Source: Passport by Euromonitor International

Malaysia Existing Alcohol Tax Structure Ad-valorem Sales Tax Ad-valorem tax (%) Specific Excise Duty (RM/LPA) Sales tax (%) Specific Import Duty (RM/LPA) Unitary Exise Duty (RM/litre)

00 1 Sparkling Wine 40% ABV 40% ABV 11% to 14% ABV 30.00 9.00 1 1 1 Bitters Arrack Wine (grape) & Vermouth 3% to 7% ABV 20.00 17.00 40% to 90% ABV 7.00 12.00 12% to 16% ABV 5.00 7.

12 Malaysia Existing Alcohol Tax Structure Ad-valorem Sales Tax Ad-valorem tax (%) Specific Excise Duty (RM/LPA) Sales tax (%) Specific Import Duty (RM/LPA) Unitary Exise Duty (RM/litre) Unitary Import Duty (RM/litre) MYR per Litre % % 20% 0% Whiskies & Brandy Vodka Sparkling Wine 40% ABV 40% ABV 11% to 14% ABV Bitters Arrack Wine (grape) & Vermouth 3% to 7% ABV % to 90% ABV % to 16% ABV Beer Cider/ Perry ABV 2% to 8. ABV Wine (non -grape) 12% to 16% ABV Liquers & cordials Samsu Rice Wine ABV 40% ABV 18% to 2 ABV 20 0 MYR per Litre of Pure Alcohol Source: GAB

13 Media/Year: Print/2011 Brand: Carlsberg

14 Media/Year: Print/2011 Brand: Carlsberg

15 Media/Year: Print/2011 Brand: Carlsberg

16 Media/Year: Print/2012 Brand: Carlsberg

17 Media/Year: Print/2011 Brand: Anchor

18 Media/Year: Print/2011 Brand: Heineken

19 Media/Year: Print/2012 Brand: Tiger

20 Media/Year: Print/2012 Brand: Tiger

21 Media/Year: Print/2012 Brand: Guinness

22 BEVERAGE ALCOHOLIC Y2004-Y2011

23 Beverage-AlcoholicAdex Beverage-Alcoholic Total Value (RM) Beverage-Alcoholic Market Share Total Valeu (RM) Beverage-Alcoholic (%) Y2004 Y2005 Y2006 Y2007 Y2008 Y2009 Y2010 Y2011 Beer Beverage-Alcoholic-Corporate Ad Beverage-Alcoholic-Range of Products Liquor-Medicinal Spirit-Brandy Spirit-Others Spirit-Whisky Stout Wine Wine-Others : Beverage-Alcoholic Catergory Adex by Media (RM) Million 29.7 Million 2.7 Million 0 Y Y2005 Y2006 Y2007 Y2008 Y2009 Y2010 Y FTA Television Newspapers Magazines Total Value (RM) - (LHS) Growth (%) - (RHS) 0.6 Million 0.8 Million - adex section by category Beverage-Alcoholic Total Value (RM) ,500,816 48,006, ,004,632 44,027, ,612, ,452, ,207, ,301,559 Radio Cinema 0.5 Million 0.7 Million Internet In-Store Media Outdoor

TOTALS 1,810,447 1,834,631 24, A- 1

TOTALS 1,810,447 1,834,631 24, A- 1 OHIO BEER MARKET CATEGORIES ALL CATEGORIES --- CURRENT QUARTER --- ----- CHANGE ----- MARKET SHARE % ------- CATEGORY ------- -2014- -2015- -AMOUNT- -%- 2014 2015 SUPER PREMIUMS 89,216 101,377 12,161 13.6