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On-trade Alcoholic Drinks - China - July 2017

“China’s on-trade alcohol market is undergoing a decline due to consumers’ rising health concerns. Brands should try to associate their alcohol products with modern and healthier occasions to encourage more orders. There can also be an opportunity for special home-made alcoholic drinks as consumers continue seeking novel experiences they cannot replicate at home.”
– Summer Chen, Research Analyst

This report examines the following:

  • Adding alcohol into the healthy lifestyle of modern people
  • Opportunity for special home-made alcoholic drinks
  • Strengthening sensorial appeals to encourage orders

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Definitions
          • Figure 1: Definition of low/mid/high MHI groups, by city tier
      • Executive Summary

          • The market
            • Figure 2: Best- and worst-case forecast for sales volume of on-trade alcoholic drinks, China, 2012-22
            • Figure 3: Volume shares of on-trade alcoholic drinks, by market segment, China, 2017
          • Key players
            • The consumer
              • Figure 4: Purchasing frequency, April 2017 and March 2016
              • Figure 5: Purchasing channel, repertoire analysis, April 2017
              • Figure 6: Purchasing channel, April 2017
              • Figure 7: Penetration of different types of alcoholic drinks, April 2017
              • Figure 8: Purchasing drivers, April 2017
              • Figure 9: Correspondence analysis – Perception of different drinks, April 2017
            • What we think
            • Issues and Insights

              • Adding alcohol into the healthy lifestyle of modern people
                • The facts
                  • The implications
                    • Figure 10: Tuborg at Strawberry music festival, Shanghai, 2017
                  • Opportunity for special home-made alcoholic drinks
                    • The facts
                      • The implications
                        • Strengthening sensorial appeals to encourage orders
                          • The facts
                            • The implications
                              • Figure 11: Glow in the dark drink
                          • The Market – What You Need to Know

                            • A declining market
                              • Shift to soft drinks and a wider choice at retail channel
                                • Beer and Chinese Baijiu dominate the market
                                • Market Size and Forecast

                                  • A declining market
                                    • Figure 12: Sales volume of on-trade alcoholic drinks, China, 2012-17
                                  • Slide expected to continue
                                    • Figure 13: Best- and worst-case forecast for sales volume of on-trade alcoholic drinks, China, 2012-22
                                • Market Drivers and Challenges

                                  • Increasing spending on eating out
                                    • Shift to soft drinks at on-trade channels
                                      • A wider choice at retail channels
                                      • Market Segmentation

                                        • Beer and Chinese Baijiu dominate…
                                          • Figure 14: Volume shares of on-trade alcoholic drinks, by market segment, China, 2017
                                        • …however both face a decline
                                          • Figure 15: Volume sales of on-trade alcoholic drinks, beer, China, 2012-17
                                          • Figure 16: Volume sales of on-trade alcoholic drinks, Chinese Baijiu, China, 2012-17
                                        • Cocktail is a rising star
                                          • Figure 17: Volume sales of on-trade alcoholic drinks, others, China, 2012-17
                                      • Key Players – What You Need to Know

                                        • Beer brands promoting craft beer through pubs and bars
                                          • Fast food and coffee house brands tapping into the market
                                            • Innovation through special ingredients/flavours and creative ways of engaging consumers
                                            • Competitive Strategies

                                              • Harbin cooperates with Elema to push beer consumption with convenient delivery
                                                • Beer brands promoting craft beer through bars and pubs
                                                  • Casual dining restaurants offering authentic regional drinks
                                                    • Figure 18: Grapefruit Soju, Bei Le restaurant, Shanghai, 2017
                                                  • Fast food restaurants and coffee houses tapping into the market
                                                    • KFC and Taco Bell
                                                      • Figure 19: Tsingtao Beer in KFC, 2017
                                                      • Figure 20: Selected drink menu, Taco Bell, Shanghai, March 2017
                                                      • Figure 21: KFC with a bar service, Tokyo, Japan, 2016
                                                    • Starbucks Taiwan
                                                      • Figure 22: Starbucks Evenings, Taipei, 2017
                                                  • Who’s Innovating?

                                                    • Inspirational specialty beverages
                                                      • Boozy shake
                                                        • Figure 23: Boozy milkshake, Red Robin, United States, 2012
                                                      • Beer cocktails
                                                        • Figure 24: Beer cocktails, Brazil, March 2017
                                                      • Oily cocktails
                                                        • Cocktail with a buzz
                                                          • Figure 25: Cocktail with a buzz, Singapore, January 2017
                                                        • Creative ways of engaging consumers
                                                          • The world’s first AR menu
                                                            • Figure 26: Augmented cocktails, UK, June 2017
                                                          • Experiential sampling
                                                            • Figure 27: VR tasting, Singapore, May 2017
                                                          • Beer yoga is a thing now
                                                            • Figure 28: Beer yoga, 2017
                                                          • Special on-trade services making alcohol ordering convenient and fun
                                                            • Pour My Beer
                                                              • A bar without a bartender
                                                                • Figure 29: Bonechina, Frankfurt, February 2017
                                                            • The Consumer – What You Need to Know

                                                              • Less frequent out-of-home alcohol drinking
                                                                • Most people have their regular places for drinking
                                                                  • Cocktails gains popularity while Chinese Baijiu faces downturn
                                                                    • Improving atmosphere and relaxing are top purchasing drivers
                                                                      • Signature drink and sampling are top marketing schemes
                                                                      • Purchasing Frequency

                                                                        • Less frequent out-of-home alcohol drinking
                                                                          • Figure 30: Purchasing frequency, April 2017 and March 2016
                                                                        • Men and high earners are significantly reducing their frequency of out-of-home drinking
                                                                          • Figure 31: Increase of purchasing frequency, by gender, April 2017 against March 2016
                                                                          • Figure 32: Purchasing frequency, heavy drinkers, by gender and age, April 2017 and March 2016
                                                                          • Figure 33: Purchasing frequency, by income level, April 2017
                                                                        • Heavy-drinkers are more exploratory with niche locales and drink types
                                                                          • Figure 34: Purchasing channel, by purchasing frequency, April 2017
                                                                      • Purchasing Channel

                                                                        • Entertainment venues as influential as restaurants
                                                                          • Figure 35: Purchasing channel, April 2017
                                                                          • Figure 36: Purchasing channel, April 2017 and March 2015
                                                                        • Men aged 25-39 are key consumers in entertainment venues
                                                                          • Figure 37: Selected purchasing channel against average, by gender and age, April 2017
                                                                        • Casual dining is the most popular type of restaurant for drinking
                                                                          • Most people have their regular places for drinking
                                                                            • Figure 38: Purchasing channel, repertoire analysis, April 2017
                                                                            • Figure 39: Purchasing channel, repertoire analysis, by purchasing channel, April 2017
                                                                            • Figure 40: Purchasing channel, repertoire analysis, by gender, April 2017
                                                                        • Penetration

                                                                          • Cocktail gain popularity
                                                                            • Figure 41: Penetration of different types of alcoholic drinks, April 2017
                                                                          • Chinese Baijiu face downturn
                                                                            • Figure 42: Penetration, Chinese Baijiu, by age and gender, April 2017
                                                                            • Figure 43: Flavoured vodka, Heimtal Spirits at SIAL China, 2017
                                                                          • Craft beer more welcomed among mature male consumers
                                                                            • Figure 44: Penetration, beer, April 2017
                                                                            • Figure 45: Penetration, beer, by age and household income, April 2017
                                                                            • Figure 46: Flavour indicators of craft beer, 2017
                                                                          • Half of consumers drink three to five types of drinks
                                                                            • Figure 47: Penetration, repertoire analysis, April 2017
                                                                            • Figure 48: Penetration, repertoire analysis, by monthly personal income, April 2017
                                                                        • Purchasing Drivers

                                                                          • Improving atmosphere and relaxing are top purchasing drivers
                                                                            • Figure 49: Purchasing drivers, April 2017
                                                                          • Business is a crucial purpose for drinking to men in late 20s and 30s
                                                                            • Figure 50: Selected purchasing drivers against average, by age and gender, April 2017
                                                                          • Nearly 40% of consumers drink to get rid of bad emotions
                                                                          • Perceptions of Different Alcoholic Drinks

                                                                            • Beer has distinctive image
                                                                              • Figure 51: Correspondence analysis – Perception of different drinks, April 2017
                                                                              • Figure 52: Perception of different drinks, beer, by gender, April 2017
                                                                            • Wine is most preferred for business occasions
                                                                              • Figure 53: Perception of different drinks, business occasions, April 2017
                                                                            • Beer and wine are best choices for drinking alone
                                                                              • Figure 54: Perception of different drinks, drinking alone, April 2017
                                                                              • Figure 55: Librottiglia, Matteo Correggia Winery, November 2016
                                                                          • Marketing Schemes

                                                                            • Most people prefer what they are familiar with
                                                                              • Figure 56: Marketing schemes, April 2017
                                                                              • Figure 57: Marketing schemes, by gender and age, April 2017
                                                                            • Signature drink and sampling are top marketing schemes
                                                                              • Recommendations from the venue more influential than product ads
                                                                                • Figure 58: Marketing schemes, recommended on the menu to pair with the food I order, by gender, April 2017
                                                                                • Figure 59: Marketing schemes, recommended by a bartender, by age, April 2017
                                                                            • Meet the Mintropolitans

                                                                              • More heavy-drinkers
                                                                                • Figure 60: Purchasing frequency, by consumer classification, March 2017
                                                                              • More exploratory in terms of food pairing
                                                                                • Figure 61: Marketing schemes, by consumer classification, April 2017
                                                                              • Craft beer beats non-craft beer
                                                                                • Figure 62: Penetration, by consumer classification, April 2017
                                                                            • Appendix – Market Size and Forecast

                                                                                • Figure 63: Sales volume of on-trade alcoholic drinks, China, 2012-22
                                                                            • Appendix – Market Segmentation

                                                                                • Figure 64: Sales volume of on-trade alcoholic drinks, by segment, China, 2012-22
                                                                            • Appendix – Methodology and Abbreviations

                                                                              • Methodology
                                                                                • Fan chart forecast
                                                                                  • Abbreviations

                                                                                  Companies Covered

                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                  On-trade Alcoholic Drinks - China - July 2017

                                                                                  US $3,990.00 (Excl.Tax)