The rise in consumer demand for low alcohol by volume beverages and the growing popularity of craft beer among consumers, product innovations, in terms of flavors and packaging, provide growth opportunities to the segment. The demand from emerging markets, with respect to target consumers (mostly women), and from the developing regions give an opportunity for growth of the beer and wine market. Asia-pacific leads the global alcoholic beverage segment, due to high penetration of fermented alcoholic beverages in countries like China, India, and Japan. Sour Ales, Imperial Porters, Golden or Blonde Ales, Kölsch, and Shandies are among some of the other top-growing craft beer styles for 2017.

The Asia-Pacific fermented drinks market is driven by the increasing awareness and growing interest in a healthy diet, development in technology, media coverage, and consumer demand. The rising awareness of fermented drinks in China and India is expected to further boost the market studied in the region. In China, the growing demand for fermented dairy products, such as Liberte Kefir is likely to support the market growth in the upcoming years. The innovations in the retail chain with new formulations, help differentiate the brands and corresponding products. In Southeast Asia, key players in fermented alcoholic beverages, such as Heineken, Carlsberg, and Kirin are aggressively expanding by acquiring dominant domestic brands and each other, for instance, Heineken bought the remaining stake in its subsidiary Asia-Pacific Breweries from Fraser and Neave in 2012, which is influencing the demand of fermented drinks market in the Asia-Pacific region.