Cheers Group Portfolio “Route-to-Market” Strategy Expands Southeast Asia

Cheers Group’s expansion is a strategic move to grow market share in both India and international markets.

The premiumization trend is accelerating in Southeast Asia due to growth in luxury hotels, curated events, and the tourism sector, which drives demand for both international and local spirits brands.

Cheers Group, recently focused on expanding it’s portfolio in Southeast Asian growing markets like Singapore, Malaysia, Bangkok and other markets as ‘route-to-market’ expansion strategy with its premium international Kadamba, Three Monkeys Indian Single-malt whiskies and GinSin London dry gin, aswell other popular brands that are finding strong demand.

South-east Asia the region of the world that’s starting to count. It’s huge market potential, its proximity to the Indian, Chinese and Japanese markets, South-East Asia is one of the regions in the world where the most distilleries and brands have been created in recent years (particularly in Thailand).

“South-East Asia is undoubtedly one of the world’s most dynamic regions. This is primarily because the region lies to the east of India,” says Ashwin Balivada CEO of Cheers group who mastered Business Management from Cambridge University UK.

Comprising eleven countries (Burma, Brunei, Cambodia, Indonesia, Laos, Malaysia, the Philippines, Singapore, Thailand, East Timor and Vietnam), South-East Asia has a population of nearly 700 million, making it a huge pool of potential customers.

“South-East Asia’s beverage alcohol markets is vital. The region is evolving, with new opportunities emerging supported by tourism, cocktail culture and rising affluence,” says Dr Mohan Krishna Balivada founder of Cheers group and World’s first alco-bev marketing Doctorate.

Valued at Rs 950 crore, Cheers Group has won over 250 national and international awards for its luxury spirits portfolio, including globally acclaimed Kadamba Single Malt series, Scotch offerings – such as Labrodog 12-Year-Old Scotch whisky and GinSin London dry gin.

Kadamba’s success is not only a testament to its superior craftsmanship but also a tribute to the Kadamba dynasty, a symbol of Goa’s rich heritage. The whisky undergoes a unique ‘Humidity Aging Process’ and is matured in bourbon sherry and virgin American oak casks, resulting in a complex, full-bodied flavor with tropical fruit and vanilla notes.

The Cheers Group is investing in a new, state-of-the-art, carbon-neutral distillery and maturation warehouses in Goa to support its growing demand for Kadamba Single-Malt portfolio. The new facility will also include innovation hub, a world-class experience center, aimed at enhancing tourism in the Goa region.