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MALAYSIA:MALT LIQUOR
SECTORMALT LIQUOR
SECTOR
Comparison of Product Portfolio
Source: CAB, GAB
120
115
100
75
25
CarlsbergG.A.B
Super-Premium
Premium
Mainstream
Value
PriceIndex
MALAYSIA: MALT LIQUOR SECTOR
Uptrend in TIV Remains Intact
Source: CAB, GAB
1998 1999 2000 2001 2002 2003 2004
MLM Volume % Change
2005 2006 2007 2008 2009 2010 2011(8.0)
(6.0)
(4.0)
(2.0)
0.0
2.0
4.0
6.0
8.0
10.0
0.0
500.0
1,000.0
1,500.0
2,000.0
2,500.0
Cha
nge
%
MLM
Volu
me
(m h
ecto
litre
)MALAYSIA: MALT LIQUOR SECTOR
MLM Volume Dominated by Blonde Beer
Source: CAB, GAB
C
1C
2C
3C
4C
5C
6C
7C
8C
9C
10C
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2001
2003
2004
2005
2006
2007
2008
2009
2010
Lager Slout
MALAYSIA: MALT LIQUOR SECTOR
Categories of Beer
Lager Ale Stout Mild Beer
Bitter Fruit Beer Wheat Beer (Weizen)Dark Beer
Brewed using bottom-fermenting 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.
Highly hopped for a more dry and aromatic beer. It is pale in colour but strong.
Dark and heavy, with roasted unmalted barley and, often
caramel malt or sugar.
Barley is kilned for a long period of time which creaters richer flavours.
Malted wheat and barley are used for this
German style beer.
Developed as a sweeter and cheaper
alternative to dark ales
Fruit, usually barries, is added either during primary fermentation
or later.
MALAYSIA: MALT LIQUOR SECTOR
Market Size Beer - Malaysia 2005-2010
2005 2006 2007 2008 2009 20101303,000
3,600
4,200
4,800
5,400
6,000
138
146
154
162
170
Million LitresR
M M
illio
n
Source: Passport by Euromonitor International
Total Value RSP - RM mn Total Volume - mn litres
MALAYSIA: MALT LIQUOR SECTOR
Company shares (by National Brand Owner) Beer - Malaysia - Total Volume - % 2010
Guinness Anchor BhdCarlsberg Brewery MalaysiaBhdNapex Corp Sdn BhdLuen Heng Agency SdnBhdSub Zero Sdn BhdOthers
53.2%41.1%
2.0%1.1%
0.7%2.0%
Source: Passport by Euromonitor International
MALAYSIA: MALT LIQUOR SECTOR
Breakdown of Distribution Channels by Brewer
Source: CAB, GAB
On-trade (65%)
On-trade (70%)
Off-trade (35%)
Off-trade (30%)
Carlsberg
Guinness
Modern on-trade(22%)
Traditional on-trade (43%)
Traditional on-trade (18%)
Modern on-trade(42%)
MALAYSIA: MALT LIQUOR SECTOR
Guinness leads with 58.1% market share
FYJun95
FYJun96
FYJun97
FYJun98
FYJun99
FYJun00
FYJun01
FYJun02
FYJun03
FYJun04
FYJun05
FYJun06
FYJun07
FYJun08
FYJun09
FYJun10
FYJun11
Guinness Carlsberg
40%42%44%46%48%50%52%52%56%58%60%
Since it took the top spot in FY6/06, Guinness has cotinued to increase its market share lead over Carlsberg. In the 12 months to June 2011, it raised its market share by 0.9% pts to a record 58.1%,
thanks to aggressive marketing.
MALAYSIA: MALT LIQUOR SECTOR
Tiger and Carlsberg Green Label the top two beer brands
Tiger, 35%
Heineken, 7%
Guinness, 12%Other GAB, 4%
Carlsberg GreenLabel, 34%
Danish RoyalStout, 2%
Other CAB, 6%
Tiger and Carlsberg Green Label, beers that cater to the mainstream market, are the top two brands in Malaysia with~35% 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%.
MALAYSIA: MALT LIQUOR SECTOR
Napex Corp Sdn Bhd
National Brand Owners & Their Brands
Source: Passport by Euromonitor International
Nutrimalt (Carlsberg A/S)
Skol (Carlsberg A/S)
Jolly Shandy (Carlsberg A/S)
Danish Royal Stout (Carlsberg A/S)
Corona Extra (Modelo SA de CV, Grupo)
Chang (Thai Beverage Plc)
Carlsberg Special Bre (Carlsberg A/S)
Carlsberg Pilsner (Carlsberg A/S)
Carlsberg Gold (Carlsberg A/S)
Tsingtao (Tsingtao Brewery Co Ltd)
Jaz (Napex Corp Sdn Bhd)
Budweiser (Anheuser-Busch InBev NV)
Foster’s (Foster’s Group Ltd)
Stella Artois (Anheuser-Busch InBev NV)
Anchor Smooth (Asia Pasific Breweries Ltd)
Anchor Strong (Asia Pasific Breweries Ltd)
Malta (Asia Pasific Breweries Ltd)
Heineken (Heineken NV)
Guinness (Diageo Plc)
Anglia Shandy (Asia Pasific Breweries Ltd)
Carlsberg Brewery Malaysia Bhd
Guinness Anchor Bhd Luen Heng Agency Sdn Bhd
Sub Zero Sdn Bhd
Tiger (Asia Pasific Breweries Ltd)
MALAYSIA: MALT LIQUOR SECTOR
MYR perLitre
MYR perLitre of Pure
Alcohol
140
120
100
80
60
40
20
0
Whiskies& Brandy
Vodka SparklingWine
Bitters Arrack Wine(grape) &Vermouth
Beer Cider/Perry
Wine (non-grape)
Liquers &cordials
Samsu Rice Wine
40% ABV 40% ABV 11% to 14% ABV
3% to 7%ABV
40% to 90% ABV
12% to 16% ABV
5% ABV 2% to 8.5% ABV
12% to 16% ABV
5% ABV 40% ABV 18% to 25% ABV
0%
20%
40%
60%
Ad-valoremAd-valorem tax (%)Sales tax (%)
Specific Excise Duty (RM/LPA)Specific Import Duty (RM/LPA)
Unitary Exise Duty (RM/litre)Unitary Import Duty (RM/litre)
Sales Tax
Malaysia Existing Alcohol Tax Structure
MALAYSIA: MALT LIQUOR SECTOR
58.00
15%5%
30.00
55.00
15%5%
30.00
23.00
15%5%
34.0030.00
15%5%9.00
20.00
15%5%
17.007.00
15%5%
12.005.00
15%5%7.40
7.00
15%5%1.50
108.50
15%5%
30.00
93.50
15%5%
42.50
26.50
15%5%
22.50
25.50
15%5%
22.50
Source: GAB
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2011Carlsberg
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2011Carlsberg
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2011Carlsberg
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2012Carlsberg
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2011Anchor
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2011Heineken
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2012Tiger
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2012Tiger
MALAYSIA: MALT LIQUOR SECTOR
Media/Year:Brand:
Print/2012Guinness
BEVERAGEALCOHOLIC
Y2004-Y2011
AdexAlcoholicAlcoholic--
adex sectionby category
BeverageBeverage
Beverage-Alcoholic (%) Y2004 Y2005 Y2006 Y2008Y2007 Y2009 Y2011Y2010Beer 30 41 44 57 56 59 55 37Beverage-Alcoholic-Corporate Ad 38 22 25 17 19 11 17 19Beverage-Alcoholic-Range of Products 0 0 0 0 2 1 0 0Liquor-Medicinal 9 12 6 11 8 8 14 12Spirit-Brandy 5 6 8 6 4 6 6 4Spirit-Others 0 0 1 0 0 0 0 0Spirit-Whisky 3 4 2 3 2 3 3 4Stout 14 14 13 5 8 9 4 5Wine 1 1 1 1 1 1 2 19Wine-Others 0 0 0 0 0 0 0 0
Y20040
10
20
30
40
50
60
Y2005 Y2006 Y2007 Y2008 Y2009 Y2010 Y2011
Beverage-Alcoholic Total Value (RM)
Beverage-Alcoholic Total Value (RM) Beverage-Alcoholic Market Share
2004
46,500,816
2005
48,006,067
2006
51,612,902
2007
39,207,697
2008
59,004,632
2009
44,027,135
2010
41,452,924
2011
48,301,559
Tota
l Val
eu (R
M)
-30
-20
0
20
30
40
50
-10
20
30
40
50
10
50
1.1
7.8
-23.5
51.3
-25.4
-6.8
17.1
Total Value (RM) - (LHS) Growth (%) - (RHS)
In-Store Media
2011: Beverage-Alcoholic Catergory Adex by Media (RM)
FTA Television
Radio
Internet
NewspapersMagazines
OutdoorCinema
2.7 Million
0.6 Million
0.5 Million 0.7 Million
0.8 Million
29.7 Million 2.7 Million
-