What will define the next wave of growth in Southeast Asia’s alcoholic drinks market?
As moderation reshapes drinking habits across the region, brands have a timely opportunity to win with “less, but better” choices—keeping occasions relevant while shifting growth toward lighter, more intentional drinking.
In this forward-looking session, Mintel Associate Principal Tan Heng Hong explores the key trends redefining alcoholic beverages in SEA from lighter, flavour-forward innovation and health-led reformulation (eg sugar reduction and “free-from” claims) to localised Korean-inspired serves that elevate premium appeal.
Drawing on the latest consumer insights and real-world market examples, this session will reveal how brands can:
- Grow “light” drinking moments with refreshing, smooth, easy-to-drink options that broaden appeal (especially among women and casual drinkers).
- Keep alcohol relevant in a wellness era by addressing perceived health barriers such as sugar and calories without abandoning enjoyment.
- Localise Korean drinking cues for impact by adapting trends like soju/highballs/makgeolli into accessible formats that can drive value growth.
Join this webinar to understand where the alcohol category is heading and how to translate emerging trends into actionable growth opportunities.
- Asia
- Food and Drink
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