The trend of premiumization is rapidly growing in Southeast Asia, fueled by the rise of luxury hotels, curated events, and the tourism industry, which increases the demand for both international and local spirits brands. Cheers Group is now concentrating on expanding its portfolio in Southeast Asia’s emerging markets, including Singapore, Malaysia, and Bangkok, as part of its ‘route-to-market’ strategy. The company is promoting its premium international brands such as Kadamba, Three Monkeys Indian Single-malt whiskies, and GinSin London dry gin, along with other popular brands that are experiencing strong demand. Southeast Asia presents significant market potential due to its geographic proximity to the Indian, Chinese, and Japanese markets.
Moreover, it is one of the regions that has seen the highest growth in distilleries and brands recently, particularly in Thailand. “Southeast Asia is unquestionably one of the most dynamic regions globally, mainly due to its location east of India,” states Ashwin Balivada, CEO of Cheers Group, who holds a Business Management degree from Cambridge University. The region comprises eleven countries—Burma, Brunei, Cambodia, Indonesia, Laos, Malaysia, the Philippines, Singapore, Thailand, East Timor, and Vietnam—and has a population nearing 700 million, representing a vast customer base. “The beverage alcohol markets in Southeast Asia are crucial. The region is evolving, with new opportunities arising from tourism, cocktail culture, and increasing wealth,” remarks Dr.
Mohan Krishna Balivada, founder of Cheers Group and the world’s first alco-bev marketing doctorate. Cheers Group, valued at Rs 950 crore, has received over 250 national and international awards for its luxury spirits portfolio, including the renowned Kadamba Single Malt series, Scotch offerings like Labrodog 12-Year-Old Scotch whisky, and GinSin London dry gin.
