According to trade economics' statistical data, Myanmar's population consumed 4.

8 liters of pure alcohol

annually in 2016. The Customs Bureau reports that 1.3 million liters of alcohol (worth

7,940,692 USD) were imported legally in 2017 and 2018, whereas the black market is thought to be
worth at least several hundred million dollars annually. Prior to 2015, the Myanmar government
imposed a stringent ban on the import of foreign spirits, which gave rise to a significant underground
trade. The lack of a legitimate importation route and a convoluted Special Products Tax structure that
penalizes higher-value goods are the two main causes of smuggling. Since 2015, only hotels and duty-
free shops have been permitted to import spirits, and businessesTrade Map, 2019 (www.trademap.org),
Trade Data for International Business Growth

The three most well-known local brands in Myanmar are Grand Royal Whisky, Mandalay Rum, and
Myanmar Rum. In 2019

The holding company of the Seagram Myanmar firm, a division comprising the whisky brands Seagram
High Class and Seagram Imperial Blue, acquired a 34% share from the French spirits giant Pernod Ricard.
Whiskey will be made and sold in Myanmar.

Since the Burmese government has permitted the import of foreign spirits into Myanmar, this market
will become more competitive.

2.6 DRINKS WITHOUT ALCOHOLS

Soft beverages

Together with sweet soft drinks, which are currently flourishing on the Myanmar market, energy drinks
are becoming more and more popular. Energy drinks are the largest category, followed by carbonated
beverages and juices.