AS people all over marked World Gin Day on Saturday (April 11), the toasting of glasses has also marked the comeback of liquor marketing here after its consumers endured almost two years of movement restrictions due to Covid-19 and the ensuing lockdowns.
Malaysia has one of the smallest market margins for liquor sales globally because it is fairly a conservative society, which frowns upon excess alcohol consumption and what more, is discouraged by a majority of the religions.
Yet there is marked growth within a small niche market and a fertile ground for expansion while many entrepreneurs consider setting up food establishments which sell alcohol, as something that might bring good business value and branding.
Alfred Low, who distributes via Langkawi, and Asiaeuro Wines & Spirits Sdn Bhd's northern region director William Chong are among those who have witnessed an encouraging positive trend after they were badly hit by Covid-19.
Although, they are not in a position to cite figures, the general feeling is that 'yam seng' (cheers) is uttered with more frequency than ever before.
Offering premium brands of wine, whiskey, gin, sake sou, champagne and a host of other lesser-known alcoholic beverages, the duo said that the majority of their clients consume to enjoy the taste, and for some there is a belief that such drinks can improve their blood circulation.
Of course, there is also the downside that an overload causes intoxication, or worst addiction, but as Chong insisted, most Malaysian drinkers drink socially and responsibly.
"If we are responsible to our bodies, everything is done in moderation, including the consumption of alcohol. And if we drink sensibly, we get to enjoy the flavours of it."
It is not just Low and Chong, who have their hands full in rebooting their sales division, many local household distributors based in Kuala Lumpur have begun in earnest to market their produce within weeks after it was announced that the economy was reopening.
Low noticed that even during the pandemic, there was a degree of demand despite many public platforms to consume liquors being closed.
"People drank at home. Private consumption picked up," he said.
Distributors of the Mastery of Craft by John Walker & Sons XR21, returned to Penang to showcase its pairing with Peranakan Chinese culture, craft, and cuisine.
The distributors have often taken pride in matching various food offerings in Penang with their whiskey because it immerses guests with the rich heritage of local cuisines.
The private dinner series hosted guests with the pairing of the blended Scotch with Peranakan cuisine, accompanied by four featured personalities from the Peranakan community – Lillian Tong, Kenny Loh, with the married couple of T.S. Lim and Susan.
John Walker & Sons XR21 was created to honour Alexander Walker II’s knighthood from King George V for his services to the British nation. The whisky is inspired by Alexander’s handwritten notes and blended from the Johnnie Walker reserve of rare whiskies, all matured for 21 years.
As Johnnie Walker reigned for a while in Penang, another brand – Hennessy VSOP cognac held a coming out gathering earlier here.
It was also to coincide with the reopening of drinking outlets.
The distributor also announced the Top 10 Malaysia winners of the 'HennessyMyWay' Sustainable Cocktail challenge.
Winners included the Klang Valley based bartenders Arsenio Mariano (from Moon Bar), Avai Saravanan (Wetdeck – Woobar, W KL), Joshen Chew (Hyde@53), Loo Hong Xiang (61Monarchy), Mike Fan (Bartailor), Raz Ng (Gekko Dining), and Sebastian Jeremy (DC Restaurant).
Also listed are two bartenders from Penang bar Backdoor Bodega, Rolend Ten and Thanesh Joel, and one from Johor, Chloe Tan (Cabinet 8 by JWC)
“We are ecstatic to see the bartenders get creative and rise to the occasion given that this year’s challenge of creating a sustainable cocktail is still a new concept in this space. We feel bartenders have also done an exceptional job in showcasing the many ways Hennessy can be enjoyed,” says Thomas Bouleuc, the managing director of Moët Hennessy Diageo Malaysia & Singapore.
As tourism drives forward, sales of beverages such as beers are also expected to flourish with Carlsberg Brewery Malaysia Bhd and Heineken Malaysia Bhd, expecting to record stronger malt liquor market sales volume from the fourth quarter of 2021 onwards.
CGS-CIMB Research said that the positive sales outlook is backed by a gradual reopening of economic activities and higher vaccination rates, as well as higher on-trade sales with consumers allowed to dine in.
Research analyst Kenny Law said that the country has a relatively small market in the region compared to highly populated nations such as Philippines, Indonesia, Thailand, or Vietnam, but consumers here are a discerning lot.
"They have acquired the taste, as alcohol consumption is an education in itself. One must be informed about what one is drinking. Hence, there is also now an inclination to move towards events tailored to generate awareness about the art of drinking spirits."
This brings more value to the consumption of liquor and despite the high rate of sin tax imposed here, the demand for it is still there although the market has shrunk due to the rise of competitors, such as coffee and with more emphasis now on healthy living, said Law – The Vibes, June 12, 2022
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