MALAYSIA - brandequity.com.my reports... · Tiger and Carlsberg Green Label the top two beer brands...

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


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.


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


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%



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%)


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.


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%.


Napex Corp Sdn Bhd

National Brand Owners & Their Brands


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)


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


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


Media/Year:Brand:

Print/2011Carlsberg


Media/Year:Brand:

Print/2012Carlsberg


Media/Year:Brand:

Print/2011Anchor


Media/Year:Brand:

Print/2011Heineken


Media/Year:Brand:

Print/2012Tiger


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

-

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