During the pandemic, the tourism sector was hit hard due to restrictions on public gatherings. Interestingly, this situation actually led to an increase in demand for one of the tourism-related products—alcoholic beverages.
What’s even more fascinating is that this demand growth had a greater impact on the local alcoholic beverage industry than on imported brands. The reason? Local products are significantly more affordable, making them the go-to choice for stress relief during challenging times.
This unexpected momentum has continued to grow through to 2025, providing at least three strong reasons why the domestic alcohol industry has real potential to compete with global brands. Curious what they are? Let’s dive into Balimoon’s breakdown below.
1. A Look at the Indonesian Stock Market: Positive Signals for the Local Alcohol Industry
In recent years, the alcoholic beverage industry in Indonesia has seen notable progress, reflected in the dynamics of the country’s capital markets. One clear sign is that local alcoholic beverage companies have begun attracting attention from investors—both individual and institutional.
Two such companies have gone public on the Indonesia Stock Exchange (IDX): PT Jobubu Jarum Minahasa and Hatten Bali.
- PT Jobubu Jarum Minahasa, known for its product Cap Tikus 1978, launched an IPO that marked a milestone for local alcoholic beverages as a legitimate and promising sector. Sales figures show that 80% of revenue comes from Daebak Soju and 20% from Cap Tikus 1978.
- Meanwhile, Hatten Bali generates 91.2% of its revenue from wine and 8.8% from Arak Bali.
These sales figures demonstrate that there is a growing consumer interest in local alcohol brands—interest that runs parallel to Indonesia’s rising appreciation for imported alcohol.
While local brands may still trail behind global ones in total revenue, the momentum and consumer enthusiasm reflect genuine potential. This growing demand offers hope and a solid foundation for local alcoholic beverages to continue gaining ground and compete seriously with international products.
2. The Power of International Tourism Growth
Tourism and alcoholic beverages go hand in hand. Bali, for example, shows that a rise in international tourist arrivals often correlates with higher alcohol consumption.
According to Indonesia’s Central Bureau of Statistics (BPS), foreign tourist visits are steadily recovering post-pandemic. This rebound presents a golden opportunity for local alcohol producers to engage with global consumers directly.
Interestingly, local tourists are also becoming a key segment. This dual-market opportunity allows local producers to tailor offerings for different customer preferences:
- International tourists tend to gravitate toward globally recognized drinks such as whisky, gin, and tequila.
- Domestic tourists are more exploratory, enjoying both local flavors and being open to internationally inspired profiles.
Today’s travelers are not just seeking beautiful destinations—they want authentic experiences, including local cuisine and beverages. This opens the door for local alcohol brands to become iconic cultural ambassadors.
When legal, hygienic, and well-branded, local products are more likely to be trusted and tried by tourists. Over time, this trust can lead to word-of-mouth growth and even export potential, extending the reach of local alcoholic beverages beyond Indonesia’s borders.
3. Leveraging the Rise of Indonesia’s Middle Class
Indonesia is currently benefiting from a demographic bonus, one of the effects of which is a rapidly growing middle class. This segment possesses strong purchasing power and increasingly sophisticated consumption behavior. They care about quality, experience, and cultural value in the products they buy.
According to McKinsey and the World Bank, Indonesian middle-class consumers are no longer just fulfilling basic needs—they are also fueling lifestyle consumption. This includes a growing interest in local alcoholic beverages that are distinctive, high-quality, and culturally expressive.
This shift creates a promising market for local producers. Brands like Balimoon, which balance modern appeal with traditional cultural values, are well-positioned to meet this demand.
Products such as locally distilled gin, Bali-style whisky, and tropical twists on rum and tequila are quickly becoming lifestyle statements among young professionals. They’re not just looking for flavor—they want stories, authenticity, and a connection to place.
With Indonesia’s middle class projected to continue growing in the next decade, the local alcohol industry has a golden opportunity to build a loyal and substantial consumer base.
Final Thoughts: It’s Time for Local Alcoholic Beverages to Level Up
From capital market momentum to the tourism recovery and rising middle-class consumption, the conditions are ripe for local alcoholic beverages to rise to the next level.
Brands like Balimoon prove that locally made products can stand shoulder to shoulder with international competitors—not just in taste, but in storytelling, design, and cultural relevance.
So, if you’re a fan of craft spirits or someone passionate about elevating Indonesia’s creative industries, now is the time to support and celebrate local alcohol brands that deliver global-quality products with a distinct national identity.
For more information or to explore collaboration opportunities, please contact Balimoon via WhatsApp at +62 821-4510-9578.