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Importer and distributor search
We help brands reach the licensed importers and distributors who serve Bali and the major cities.
Markets / Indonesia
Taking a Drinks Brand into Indonesia.
Indonesia is the largest country in Southeast Asia, but a highly regulated drinks market. Imported alcohol is a niche built largely on tourism and hospitality, and success depends on working through the right licensed partners and understanding the rules.
The Market.
Most of the population does not drink alcohol, so demand for imported wine and spirits is concentrated among tourists, expatriates and a smaller group of urban consumers.
Bali is the most important market for imported drinks, led by hotels, resorts, restaurants and beach clubs. Jakarta and other major cities follow, mainly through the on trade and selected modern retail.
We assess every opportunity through local knowledge and our own experience of developing new markets, backed by market statistics, so our advice on where a brand fits reflects what is really happening on the ground.
How to Enter.
Imports are tightly controlled and channelled through a small number of licensed importers, so access to the right importer is the starting point for any brand.
Products need registration with the food and drug authority, and excise and import duties are high. Pricing has to reflect the full cost of reaching the hospitality trade.
Retail sale of alcohol is restricted, and the rules can change. Plans need to focus on the channels that are open and stay alert to new regulation.
How We Help in Indonesia.
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Pricing and route to market
A price build focused on hospitality and selected retail, reflecting duty, excise and logistics.
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Registration and launch planning
A clear plan for registration and first orders through the right licensed partner.
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Activation on the ground
A retained team that builds the brand with hotels, resorts and restaurants where imported drinks sell.
Common Questions.
Can foreign drinks brands sell in Indonesia?
Yes, but only through licensed importers, of which there are relatively few. Gaining access to the right one is the key first step.
Where do imported drinks sell in Indonesia?
Mainly in Bali, through hotels, resorts, restaurants and beach clubs, and in the on trade of Jakarta and other major cities.
Is Indonesia a volume opportunity?
For most imported brands it is a premium hospitality opportunity rather than a volume one, given the size of the drinking population and the regulations.
Does Bukit Strategy Group work in Indonesia?
Yes. We work with local partners to ensure that we have consistent coverage in the market and regularly visit the market to ensure we maintain all the necessary relationships.