MALAYSIA: MALT LIQUOR SECTOR
Comparison of Product Portfolio G.A.B Carlsberg 120 Super-Premium Price Index 115 100 75 Premium Mainstream 25 Value Source: CAB, GAB
Uptrend in TIV Remains Intact 2,500.0 10.0 8.0 2,000.0 6.0 MLMVolume (m hecto litre) 1,500.0 1,000.0 500.0 4.0 2.0 0.0 (2.0) (4.0) Change % (6.0) 0.0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 (8.0) MLM Volume % Change Source: CAB, GAB
MLM Volume Dominated by Blonde Beer 10C 9C 8C 7C 6C 5C 4C 3C 2C 1C C 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2001 2003 2004 2005 2006 2007 2008 2009 2010 Source: CAB, GAB Lager Slout
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.
Market Size Beer - Malaysia 2005-2010 6,000 170 5,400 162 RM Million 4,800 4,200 154 146 Million Litres 3,600 138 3,000 2005 2006 2007 2008 2009 2010 130 Total Value RSP - RM mn Total Volume - mn litres Source: Passport by Euromonitor International
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
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
Guinness leads with 58.1% market share 60% 58% 56% 52% 52% 50% 48% 46% 44% 42% 40% 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 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.
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%.
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) Unitary Import Duty (RM/litre) MYR per Litre 140 120 100 108.50 93.50 80 60 60% 58.00 55.00 23.00 26.50 25.50 40 40% 20% 0% 30.00 1 Whiskies & Brandy 30.00 1 Vodka 34.00 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 7.40 1 Beer 7.00 1.50 1 Cider/ Perry ABV 2% to 8. ABV 30.00 1 Wine (non -grape) 12% to 16% ABV 42.50 1 Liquers & cordials 22.50 1 Samsu 22.50 1 Rice Wine ABV 40% ABV 18% to 2 ABV 20 0 MYR per Litre of Pure Alcohol Source: GAB
Media/Year: Print/2011 Brand: Carlsberg
Media/Year: Print/2011 Brand: Carlsberg
Media/Year: Print/2011 Brand: Carlsberg
Media/Year: Print/2012 Brand: Carlsberg
Media/Year: Print/2011 Brand: Anchor
Media/Year: Print/2011 Brand: Heineken
Media/Year: Print/2012 Brand: Tiger
Media/Year: Print/2012 Brand: Tiger
Media/Year: Print/2012 Brand: Guinness
BEVERAGE ALCOHOLIC Y2004-Y2011
Beverage-AlcoholicAdex Beverage-Alcoholic Total Value (RM) Beverage-Alcoholic Market Share Total Valeu (RM) 60 50 40 30 1.1 7.8 51.3 17.1 50 50 40 30 20 10 Beverage-Alcoholic (%) Y2004 Y2005 Y2006 Y2007 Y2008 Y2009 Y2010 Y2011 Beer 30 41 44 57 56 59 55 37 Beverage-Alcoholic-Corporate Ad 38 22 25 17 19 11 17 19 Beverage-Alcoholic-Range of Products 0 0 0 0 2 1 0 0 Liquor-Medicinal 9 12 6 11 8 8 14 12 Spirit-Brandy 5 6 8 6 4 6 6 4 Spirit-Others 0 0 1 0 0 0 0 0 Spirit-Whisky 3 4 2 3 2 3 3 4 Stout 14 14 13 5 8 9 4 5 Wine 1 1 1 1 1 1 2 19 Wine-Others 0 0 0 0 0 0 0 0 20 0 2011: Beverage-Alcoholic Catergory Adex by Media (RM) 10-6.8-10 -20 2.7 Million 29.7 Million 2.7 Million 0 Y2004-23.5-25.4 Y2005 Y2006 Y2007 Y2008 Y2009 Y2010 Y2011-30 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) 2004 2005 46,500,816 48,006,067 2008 2009 59,004,632 44,027,135 2006 51,612,902 2010 41,452,924 2007 39,207,697 2011 48,301,559 Radio Cinema 0.5 Million 0.7 Million Internet In-Store Media Outdoor