From Pints to Pours: Exploring the Palate of Singapore’s Alcohol Drinkers

Singapore, where the vibes are as vibrant as the culture and the food scene is as diverse as it gets, has a not-so-secret love affair with drinking. To gain deeper insights into the nation’s love for alcoholic drinks, we explored the opinions and behaviours of Singaporean alcohol drinkers (N=1,000 overall).

Let’s spill the tea (or should we say, pour the wine?) on the drinking habits of our fellow Singaporeans, and uncover the subtleties that make this country a haven for those seeking the perfect sip.

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So, what are Singaporeans sipping?

Breaking down the booze preferences, it’s no surprise that beer is the MVP at 69%, closely shadowed by wine at 61%. But hold onto your glasses—Sake/Soju (37%), cider (29%), and whiskey (28%) are holding their own!

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Have Gen Zs mastered the mix?

The younger generations are shaking things up! Those aged between 18-24 are shaking things up with 63% opting for beer, 60% infusing their nights with sake/soju, and 46% savouring the sophistication of wine.

This age group also drinks vodka (35%) and cider (40%) more than the average population, signalling a departure from tradition.

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What kind of beer tickles Singaporeans' taste buds?

In the beer arena, it's a showdown, and lager claims the throne at 25%. Wheat beer (20%) and stout (13%) are making waves too, showcasing that Singaporeans appreciate not just mainstream sips but also a touch of crafty flair.

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So, who are Singaporeans drinking with?

Over 3 in 4 of the 18-34-year-olds prefer a round with friends. They're out there, clinking glasses and sharing laughs. On the flip side, more than 4 in 10 of those aged 45-55+ opt for solo or family-centric sips. Guess it's all about vibes and company!

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Bar perks that get Singaporeans pouring! 

What lures Singaporeans to bars? 'Buy 1, Get 1 Free' steals the show at 45%, followed by 'Free Flow Alcohol for a Limited Time' (30%) and 'Free Snacks with Every Drink' (14%). Looks like they’re all about those budget-friendly sips and value-added snacking—smart sippers, indeed!

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So, whether you're into beer, wine or soju, the drinking scene in Singapore offers a sip for everyone. Here's to toasting and exploring the lion city's drink delights!

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Methodology

This quantitative study was conducted via Milieu Insight’s proprietary survey community with N=1,000 respondents in Singapore. The data is representative of the online adult population aged 18 and above. Fieldwork was conducted from 31 Oct - 14 Nov 2023.