The Malaysian consumer has developed a remarkable interest in New World wines, their exposure to different varieties of wine and its appreciation for the different brands available. This interest has been increased by the relations and Malaysian consumer stays abroad.
Malaysia continues to offer great opportunities for Spanish wines, including sparkling. Despite being a Muslim majority country, the wine consumption statistics reveal a very considerable steady growth and a very encouraging future, this is based on China stocks and secondarily India which together are at around 8 million.
The Malaysian consumer has developed a remarkable interest in New World wines, their exposure to different varieties of wine and its appreciation for the different brands available. This interest has been increased by the relations and Malaysian consumer stays abroad (studies, tourism, business ...). However, there is a segment that continues to consume wine only medium-high quality of the Old World, remaining faithful and trusting in the experience and tradition of these countries.
Although the wine industry is in a development phase, according to Euromonitor already present around 300 brands, with more than 200 importers / dealers, ranging from big name companies to small businesses established in their homes. However, the activities of smuggling and counterfeiting continue to have some relevance in Malaysia, it is necessary that the wineries will locate their product on the market, giving it an appropriate price to entice consumers.
The consumer profile of the young, between twenty and thirty-five years, evolved by increasing their knowledge about wine. Usually prefer soft red wine, grape variety distinction, but the appellation of origin is something the consumer does not distinguish Malaysian. With the continued increase in new bars and restaurants, increasing the points of introduction of new brands complementing wine and cuisine.
Red wine is the most consumed. This is due mainly to favorable press about it, which argues that moderate consumption is beneficial and even helps protect against certain cancers and heart disease, two of the five leading causes of death in Malaysia.
According to various sources, the sale through the foodservice channel is 60% of total sales. The remaining 40% is sold through retail sales. In supermarkets we find a great range of wines, especially wines of quality and price medium-low. However, liquor stores and specialty shops can find higher quality wines. There is an influence from the chains of grocery stores, where consumers can find a small range of low cost, low quality wines.
Referring to the red wine, according to data compiled by Euromonitor reports, Cabernet Sauvignon has been the most popular variety in 2009 and the trend of increased imports from Australia, the popularity of Shiraz is increasing. With regard to white wines, Chardonnay was the most popular variety followed by Sauvignon Blanc. The number of pink is limited, the most common variety is Zinandel pink and most come from the New World.
Due to the global economic situation, many dealers have launched new wines offered and placed in a low range of prices below the 50RM. This has boosted the new consumer interest in wine, inexperienced, which demand cheap varieties to experiment and develop taste before moving to higher quality wines
Production, import and export
Malaysia is not a wine producing nation. The market, irrelevant except rice wine production and fruit other than grapes, feeds entirely on imports mostly from Australia, France, Singapore (trading nation, non-producing) and the U.S., with Australia dominating leader approximately half of the market.
Wine imports from Malaysia are considerable and regular. The average consumer's income grows slowly Malaysian and product knowledge has grown considerably.
This is a country with consumption habits increasingly open to Western products. There is a part of the Malaysian market in wine that can be covered easily by Spanish producers, provided they are prepared to promotional campaigns and marketing activities necessary to maintain the continuity of the same, fundamental key to success, unfortunately unrealized by the majority of Spanish exporters.
Demand for wine is expected to grow even over other alcoholic beverages, mainly due to the perception of this drink as beneficial to health and increasing accessibility for much of the population.
Competition
The three major distributors in Malaysia are Caldberg Macgregor (M) Sdn Bhd (distributor of Freixenet) with the Lindemans brand, Pernod Ricard Malaysia Sdn Bhd with Jacob 's Creek and Bacardi Martini Jardine Sdn Bhd (distribulle Torres). However the volume of its actions 6 remains small, this due to the large number of different brands present in Malaysia.
As noted, France and Australia are the largest providers in Malaysia, however France is losing market share, mainly due to the concentration of efforts on the mature consumer and not being able to attract new and younger group of consumers who grows gradually and claims New World wines.
Sparkling wine sales remain low, Malaysians relating this type of wine with social gatherings, celebrations and toasts. Due to the high prices the same, its sales income consumers focus on medium-high. In the sparkling wine, Riche Monde Sdn Bhd continues to lead with their flagship brands, including Moet Chandon, Dom Perignon and Veuve Clicquot. Riche's success is due to the strength of its distribution, with almost all facilities on-trade and off-trade selling brands in Malaysia.
Perspectives
Malaysian consumers continued their learning, improve their education with regard to wine, paying more attention to what type of wine complements certain meals and opting for better accompanying certain varieties of Asian cuisine. In addition consumers are looking for wines that offer affordable prices, which explains the popularity of wines from the New World. Spain is, broadly speaking, a country unknown to the Malaysian consumer. The vast majority of people do not know that Spain produces good wines and their winemaking tradition.
But Spain, according to figures collected by the National Department of Statistics to June 2009 stood this year at number nine in the list of countries from which Malaysia imported wine, having risen 4 posts in the last four years. In the short to medium term the main problem of Spanish wine is their ignorance on the part of the Malaysian consumer. Policies are needed to enhance the marketing, promotion is essential and must be successful and well developed, such as those carried out by Chile or Australia, policies that pose a significant initial investment, whose fruits are visible in the medium term.
It is essential in promoting wine, do it at major events such as the KL Fashion Week and KL Gourmet Festival among others. This type of event patterns develop in society. Promotions, tasting sessions, seminars, media publicity and other activities have been effective in establishing the presence of many producers. These events are expected to continue evolving, organized by specialized importers and retailers together to improve consumer awareness. An interesting option is the association of tourism and wine to begin developing wine tourism in Malaysia.
Source: Observatorio Spanish Wine / Emabajada of Spain in Kuala Lumpur
