01
Thailand
Our home market. Strong local brewers and distillers, a premium segment driven by tourism and Bangkok, and strict rules on promotion.
Thailand market strategyMarkets
Nine Markets, One Plan.
Southeast Asia is not one market. Each country has its own rules on import, registration, tax and promotion, its own leading distributors and its own way of drinking. We help brands decide which markets to enter first, in what order, and with which partners, then build a plan that works in each one.
The Markets We Cover.
02
Singapore
The region's trading hub, with a sophisticated on trade, high excise and strong demand for premium wine and spirits. Often the first step into the region.
Singapore market strategy03
Hong Kong
No duty on wine or beer and a mature fine wine trade, while higher strength spirits carry a heavy duty. A gateway for premium brands.
Hong Kong market strategy04
Vietnam
Fast growing and young, with rising demand for premium imported brands and import through licensed partners.
Vietnam market strategy05
The Philippines
One of the region's largest spirits markets, led by local brandy and gin, with growing interest in imported brands.
The Philippines market strategy06
Malaysia
High taxes and clear licensing rules, with demand concentrated in the cities, the hospitality trade and the duty free islands.
Malaysia market strategy07
Indonesia
Large but tightly controlled, with imports through a small number of licensed importers. Bali leads demand.
Indonesia market strategy08
Cambodia
A smaller but more open market, with growing on trade in Phnom Penh and Siem Reap.
Cambodia market strategy09
Laos
A small market centred on Vientiane, closely linked to Thailand.
Laos market strategyOur Planning Strategy.
We start by understanding each market. We combine local knowledge with our experience of developing new markets, backed by market statistics, to see where a brand has room to win.
Next we set the sequence. Most brands do better entering one or two markets well, then expanding, than launching everywhere at once. We weigh market size, cost of entry, regulation and the strength of available partners.
Then we find the partners. We introduce importers and distributors in each market, build the price structure from ex cellar to shelf for each country, and support the launch on the ground.
Common Questions.
Which Southeast Asian market should a drinks brand enter first?
It depends on the category and price point. Singapore and Hong Kong suit premium brands looking for a regional base, while Thailand, Vietnam and the Philippines offer larger volume opportunities. We recommend the right order for each brand based on local knowledge and experience.
Can one distributor cover the whole of Southeast Asia?
Rarely well. A few groups operate in several countries, but most strong distributors are national. We usually recommend the best partner in each market, coordinated by one plan and one set of targets.
Does Bukit Strategy Group work outside Thailand?
Yes. We are based in Thailand, with a team in Singapore and partners across the region, and we work in Thailand, Singapore, Hong Kong, Vietnam, the Philippines, Malaysia, Indonesia, Cambodia and Laos.
How do you decide if a market is right for my brand?
We draw on local knowledge and our own experience of developing new markets, backed by market statistics, and look at the partners available, the cost of entry and the regulations.