Alcohol marketing in Southeast Asia: navigating a complex market

Alcoholic drinks marketers face a number of challenges when marketing brands across Southeast Asia, including complex demographics, different religions and contrasting political and regulatory regimes.

Alcohol marketing in Southeast Asia: navigating a complex market

Jo Bowman

Choose a market within Southeast Asia and you’re pretty much guaranteed to find somewhere with a tropical climate, sandy beaches and young people with a sunny disposition. Scratch below the surface, however, and there’s a complexity behind the top-line demographics that makes brand marketing here a sophisticated matter that balances economic development, aspiration, youth culture and centuries-old values.

Add to this cocktail a good measure of political diversity – from the clamour in the Philippines for Americana to the progressive communism in Vietnam - and religion (Islam...

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