Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Spirits - China - September 2014

“The forty percentage point increase in the spirits market in 2010 seems to be a distant memory now. The golden ten years of the spirits market ended in such an abrupt way that few could ever have rightly predicted it happening. The shrinking high-end segment and the subsequently over-crowded mid-range have made life difficult for spirits brands in 2012/13, with the growth rate of spirits market in value terms shrinking to only 13%. Mintel’s 2014 forecast puts the growth rate at merely 6.4%, just a couple of percentage points above the inflation rate, making it the worst performance since the start of the golden ten years at the beginning of 2000.

Baijiu is under pressure from both the regulatory perspective and the competition from its main rivalry, Western spirits. Although baijiu maintains 98% of the market share, its core user base, men in their thirties and forties and consumers from tier one cities, are showing signs of decline. In order to shield itself from the competition, baijiu brands will need to address consumers’ concerns over its health implications and strong taste by offering milder and lighter versions of baijiu. An original liquid concept could also be utilised to solidify baijiu’s presence in lower tier cities.

Western spirits are facing different types of challenges. Lack of knowledge makes adoption of Western spirits a slow and costly process. With the initial hype dying out, Western spirits brands are in the right place to nurture the market to achieve more sustainable growth in the future.”
– David Zhang, Research Analyst

This report answers the following questions:

  • Is the knowledge barrier of Western spirits breakable?
  • Is drinking at home showing potential in the spirits market?
  • Are milder, healthier baijiu products showing potential among the young?
  • How to make baijiu more suitable for women?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Methodology
        • Limitation
          • Definitions
            • Abbreviation
            • Executive Summary

                • The painful reshuffle leads to a sustainable growth in the future
                  • Figure 1: Best- and worst-case forecast of China retail value sales of spirits, 2009-19
                • Gender barriers most pronounced in baijiu category
                  • Figure 2: Reasons for not drinking baijiu, June 2014
                • Lack of knowledge stops consumers from drinking Western spirits
                  • Figure 3: Reasons for not drinking Western spirits, June 2014
                • Spirits users’ willingness to trade up is high
                  • Figure 4: General attitudes towards drinking spirits, June 2014
                • The eagerness to see product innovation is high in the baijiu category
                  • Figure 5: Attitudes towards production innovation concepts for baijiu, June 2014
                • What we think
                • Insights and Issues

                  • Is the knowledge barrier of Western spirits breakable?
                    • The facts
                      • The implications
                        • Is drinking at home showing potential in the spirits market?
                          • The facts
                            • The implications
                              • Are milder, healthier baijiu products showing potential among the young?
                                • The facts
                                  • The implications
                                    • How to make baijiu more suitable for women?
                                      • The facts
                                        • The implications
                                        • Trend Applications

                                            • Make it Mine
                                              • Guiding Choice
                                                • Prove it
                                                • Market Drivers

                                                  • Key points
                                                    • Rising disposable income encourages consumers to trade up…
                                                      • Figure 6: Disposable income per capita household in urban China, 2005-13
                                                    • … but the ongoing anti-extravagance campaign will drive spirits prices down
                                                      • Rising food prices further squeeze baijiu brands’ profits…
                                                        • Figure 7: Wholesale prices of key staples in China, 2009-14
                                                      • … but the consumption tax reform is likely to ease the pressure
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • The end of the golden ten years and the new start of the spirits market
                                                            • Figure 8: Value and volume sales for Chinese spirits, 2009-19
                                                            • Figure 9: Value and volume sales for Western spirits
                                                          • The painful reshuffle leads to a sustainable growth in the future
                                                            • Figure 10: Best- and worst-case forecast of China retail value sales of spirits, 2009-19
                                                            • Figure 11: Best- and worst-case forecast of China retail volume sales of spirits, 2009-19
                                                          • Profit being squeezed in the baijiu category
                                                            • Figure 12: Best- and worst-case forecast of China retail value sales of Chinese spirits, 2009-19
                                                            • Figure 13: Best- and worst-case forecast of China retail volume sales of Western spirits, 2009-19
                                                          • Fluctuation in the Western spirits market
                                                            • Figure 14: Best- and worst-case forecast of China retail value sales of Western spirits, 2009-19
                                                            • Figure 15: Best- and worst-case forecast of China retail volume sales of Western spirits, 2009-19
                                                          • Forecast methodology
                                                          • Market Segmentation

                                                            • Key points
                                                              • Western spirits are losing grounds
                                                                • Figure 16: Segment performance of the spirits market in China, 2009-14
                                                              • Different pictures within the Western spirits category
                                                                • Figure 17: Market share changes from 2011-13 in the Western spirits category
                                                                • Figure 18: Growth rate of selected types of drink in the Western spirits category, 2012-13
                                                            • Market Share

                                                              • Key points
                                                                • The consolidation process in the baijiu category has ground to a halt
                                                                  • Figure 19: Market share of leading brands in the spirits category, by value, 2010-13
                                                                  • Figure 20: Market share of the top ten brands in the baijiu category
                                                              • Brands and Companies

                                                                • Leading baijiu brands
                                                                  • Yibin Wuliangye
                                                                    • Kweichow Moutai Co., Ltd
                                                                      • Leading Western spirits companies
                                                                        • Diageo Plc
                                                                          • Pernod Ricard S.A.
                                                                          • The Consumer – Drinking Habits for Spirits

                                                                            • Key points
                                                                              • Relatively low penetration of baijiu and Western spirits shows potential
                                                                                • Figure 21: Consumers’ drinking habits for spirits, June 2014
                                                                              • Baijiu is more popular among men, high earners, and those in lower tier cities
                                                                                • Figure 22: Consumers who drank baijiu in the past six months, by selected demographics, June 2014
                                                                              • High earners and people from tier one cities drink Western spirits more
                                                                                • Figure 23: Consumers who drank Western spirits in the past six months, by selected demographics, June 2014
                                                                              • Guangzhou stands out with highest Western spirits penetration
                                                                                • Figure 24: Consumers who drank Western spirits in the past six months, by regions, June 2014
                                                                              • Consumers in their thirties and low earners more likely to be non-drinkers of spirits
                                                                                • Figure 25: Non-drinkers of spirits, by selected demographic groups, June 2014
                                                                            • The Consumer – Reasons for Not Drinking Baijiu

                                                                              • Key points
                                                                                • Gender barriers most pronounced in baijiu category
                                                                                  • Figure 26: Reasons for not drinking baijiu, June 2014
                                                                                  • Figure 27: Flavoured sake products launched in Japan 2010-12
                                                                                • Older non-drinkers tend to consider baijiu as “old fashioned”
                                                                                  • Health implications and baijiu’s strong taste deter consumers from drinking
                                                                                    • Price barrier is very limited in the baijiu category
                                                                                      • Milder baijiu products appeal to the young
                                                                                        • Figure 28: Selected reasons for not drinking baijiu, by age group, June 2014
                                                                                      • Taste barrier more pronounced among women
                                                                                        • Young non-drinkers feel that baijiu is not for their age
                                                                                          • Figure 29: Agreement with the statement “Baijiu is not suitable for people of my age”, by age, June 2014
                                                                                        • Geographic location is no longer a good indicator
                                                                                          • Figure 30: Selected reasons for not drinking baijiu, by region, June 2014
                                                                                      • The Consumers – Willingness to Try Baijiu

                                                                                        • Key points
                                                                                          • More than one in three non-drinkers of baijiu are willing to try
                                                                                            • Figure 31: Willingness to try baijiu in the next six months, June 2014
                                                                                          • Young consumers, high earners are more likely to try baijiu
                                                                                            • Figure 32: Willingness to try baijiu in the next six months, by selected demographics, June 2014
                                                                                          • Non-drinkers from Chengdu are less likely to try
                                                                                            • Figure 33: Non-drinkers who are not willing to try baijiu, by region, June 2014
                                                                                        • The Consumer – Reasons for Not Drinking Western Spirits

                                                                                          • Key points
                                                                                            • Lack of knowledge stops consumers from drinking Western spirits
                                                                                              • Figure 34: Reasons for not drinking Western spirits, June 2014
                                                                                              • Figure 35: Agreement with the statement “I know little about Western spirits”, by selected demographics, June 2014
                                                                                            • Peer pressure remains as a key barrier
                                                                                                • Figure 36: Most popular reasons for not drinking Western spirits, by demographics, June 2014
                                                                                              • Non-drinkers worry about counterfeit Western spirits
                                                                                                • Specially designed drinks for women do not appeal to the majority of female non-drinkers
                                                                                                  • Figure 37: Willingness to try Western spirits, by next most popular reasons for not drinking Western spirits, June 2014
                                                                                                • Health concerns deter tier one consumers and mid earners
                                                                                                  • Figure 38: The agreement with the statement “Western spirits are not good for health” by selected demographics, June 2014
                                                                                              • The Consumer – Willingness to Try Western Spirits

                                                                                                • Key points
                                                                                                  • More than half of non-drinkers willing to try
                                                                                                    • Figure 39: Willingness to try Western spirits, June 2014
                                                                                                    • Figure 40: Willingness to try Western spirits, by demographics, June 2014
                                                                                                  • Shanghai as a market shows limited potential to expand
                                                                                                    • Figure 41: Willingness to try Western spirits, by demographics, June 2014
                                                                                                • The Consumer – Drinking Occasions For Western Spirits

                                                                                                  • Key points
                                                                                                    • Repertoire consumption is widely seen in the Western spirits market
                                                                                                      • Figure 42: Drinking occasions of Western spirits in the past six months, June 2014
                                                                                                    • Drinking-at-home occasion is on the rise for Western spirits
                                                                                                      • Socialising with friends is the most popular occasion
                                                                                                      • The Consumer – Users of Different Types of Western Spirits

                                                                                                        • Key points
                                                                                                          • Whisky attracts older consumers and mid-to-high earners
                                                                                                            • Figure 43: Whisky users in past six months, by selected demographics, June 2014
                                                                                                          • Brandy more appealing to high earners and consumers in their forties
                                                                                                            • Figure 44: Brandy users in past six months, by selected demographics, June 2014
                                                                                                          • At-home occasions popular among women in their forties
                                                                                                            • Figure 45: Spirits users who drank brandies at home in past six months, by selected demographics, June 2014
                                                                                                          • Women in their twenties show potential to become users of brandy
                                                                                                            • Figure 46: Spirits drinkers who did not drink brandy in the past six months, by gender and age, June 2014
                                                                                                          • Women in their forties are more likely to drink gin
                                                                                                            • Figure 47: Gin users in the past six months, by selected demographics, June 2014
                                                                                                          • Vodka holds a premium image
                                                                                                            • Figure 48: Users of vodka in the past six months, by personal income, June 2014
                                                                                                        • The Consumer – Users and Drinking Occasions of Baijiu

                                                                                                          • Key points
                                                                                                            • Baijiu is unnecessarily perceived as an old man’s drink
                                                                                                              • Figure 49: Users of baijiu in the past six months, by gender and age, June 2014
                                                                                                              • Figure 50: The usage of baijiu, by drinking occasions, June 2014
                                                                                                            • Socialising with friends a popular drinking occasion for consumers from the north
                                                                                                              • Figure 51: Users who drunk baijiu when socialising with friends in the past six months, by regions, June 2014
                                                                                                          • The Consumer – General Attitudes towards Drinking Spirits

                                                                                                            • Key points
                                                                                                              • Spirits users’ willingness to trade up is high…
                                                                                                                • Figure 52: General attitudes towards drinking spirits, June 2014
                                                                                                              • … but promotion deals are still welcomed
                                                                                                                • Word of mouth as an information channel is getting increasingly important
                                                                                                                  • Health concerns hit baijiu consumption
                                                                                                                    • Figure 53: Agreement with the statement “I am drinking less spirits compared to six months ago due to health concerns”, by type of spirits drunk, June 2014
                                                                                                                  • Men show greater interests in spirits’ taste and flavour
                                                                                                                    • Figure 54: Agreement of selected attitude statements, by gender, June 2014
                                                                                                                  • Mobile phones and in-store information channels work better with Western spirits
                                                                                                                    • Figure 55: Agreement of selected attitude statements, by types of spirits drinkers, June 2014
                                                                                                                  • Regional differences play a key part
                                                                                                                    • Figure 56: Attitudes towards drinking baijiu with specific flavours, by region, June 2014
                                                                                                                    • Figure 57: Attitudes towards drinking Western spirits with authentic taste, by region, June 2014
                                                                                                                  • Different types of Western spirits show disparity in attitudes
                                                                                                                    • Figure 58: Selected general attitudes towards spirits, by different types of Western spirits, June 2014
                                                                                                                  • At-home occasion for baijiu shows potential
                                                                                                                    • Figure 59: Selected general attitudes towards spirits, by drinking occasions, June 2014
                                                                                                                • The Consumer –Innovation for Baijiu

                                                                                                                  • Key points
                                                                                                                    • The original liquid shows potential to appeal to the core user group of baijiu
                                                                                                                      • Figure 60: Attitudes towards production innovation concepts for baijiu, June 2014
                                                                                                                    • Highlighting mixability of baijiu makes it appealing to women
                                                                                                                    • The Consumer – Product Innovation for Western Spirits

                                                                                                                      • Key points
                                                                                                                        • Unique and innovative packaging shows potential
                                                                                                                          • Figure 61: Attitudes towards production innovation concepts for Western spirits, June 2014
                                                                                                                          • Figure 62: Medea vodka launched in the US in Q2 2013
                                                                                                                        • Single malt whisky shows potential
                                                                                                                          • Figure 63: Attitudes towards single malt whisky for Western spirits, June 2014
                                                                                                                        • Women shows greater interests in production innovation in Westerns spirits category
                                                                                                                          • Women are more willing to join both online and offline activities
                                                                                                                            • RTD drinks appeal to women
                                                                                                                              • Limited edition appeals to female drinkers in their forties
                                                                                                                              • Appendix – Drinking Habits in the Last Six Months

                                                                                                                                  • Figure 64: Consumers' drinking habits for spirits, June 2014
                                                                                                                                  • Figure 65: Consumers' drinking habits for spirits, by demographics, June 2014
                                                                                                                              • Appendix – Reasons for Not Drinking Baijiu in the Last Six Months

                                                                                                                                  • Figure 66: Reasons for not drinking baijiu, June 2014
                                                                                                                                  • Figure 67: Most popular reasons for not drinking baijiu, by demographics, June 2014
                                                                                                                                  • Figure 68: Next most popular reasons for not drinking baijiu, by demographics, June 2014
                                                                                                                                  • Figure 69: Reasons for not drinking baijiu, by willingness to try baijiu, June 2014
                                                                                                                              • Appendix – Willingness to Try Baijiu

                                                                                                                                  • Figure 70: Willingness to try baijiu, by demographics, June 2014
                                                                                                                                  • Figure 71: Willingness to try baijiu, by most popular reasons for not drinking baijiu, June 2014
                                                                                                                                  • Figure 72: Willingness to try baijiu, by next most popular reasons for not drinking baijiu, June 2014
                                                                                                                              • Appendix – Reasons for Not Drinking Western Spirits in the Last Six Months

                                                                                                                                  • Figure 73: Reasons for not drinking Western spirits, June 2014
                                                                                                                                  • Figure 74: Most popular reasons for not drinking Western spirits, by demographics, June 2014
                                                                                                                                  • Figure 75: Next most popular reasons for not drinking Western spirits, by demographics, June 2014
                                                                                                                                  • Figure 76: Reasons for not drinking Western spirits, by Willingness to try Western spirits, June 2014
                                                                                                                              • Appendix – Willingness to Try Western Spirits

                                                                                                                                  • Figure 77: Willingness to try Western spirits, by demographics, June 2014
                                                                                                                                  • Figure 78: Willingness to try Western spirits, by most popular reasons for not drinking Western spirits, June 2014
                                                                                                                                  • Figure 79: Willingness to try Western spirits, by next most popular reasons for not drinking Western spirits, June 2014
                                                                                                                              • Appendix – Drinking Occasions in the last 6 Months

                                                                                                                                  • Figure 80: Drinking occasions of Western spirits, June 2014
                                                                                                                                  • Figure 81: Drinking occasions of Western spirits, June 2014
                                                                                                                                  • Figure 82: Drinking occasions of baijiu, June 2014
                                                                                                                                  • Figure 83: Drinking occasions of baijiu, June 2014
                                                                                                                                  • Figure 84: Most popular drinking occasions of Western spirits – Western spirits, by demographics, June 2014
                                                                                                                                  • Figure 85: Next most popular drinking occasions of Western spirits – Western spirits, by demographics, June 2014
                                                                                                                                  • Figure 86: Most popular drinking occasions of Western spirits – Whisky/bourbon, by demographics, June 2014
                                                                                                                                  • Figure 87: Next most popular drinking occasions of Western spirits – Whisky/bourbon, by demographics, June 2014
                                                                                                                                  • Figure 88: Most popular drinking occasions of Western spirits – Brandy/Armagnac/Cognac, by demographics, June 2014
                                                                                                                                  • Figure 89: Next most popular drinking occasions of Western spirits – Brandy/Armagnac/Cognac, by demographics, June 2014
                                                                                                                                  • Figure 90: Most popular drinking occasions of Western spirits – Gin, by demographics, June 2014
                                                                                                                                  • Figure 91: Next most popular drinking occasions of Western spirits – Gin, by demographics, June 2014
                                                                                                                                  • Figure 92: Most popular drinking occasions of Western spirits – Vodka, by demographics, June 2014
                                                                                                                                  • Figure 93: Next most popular drinking occasions of Western spirits – Vodka, by demographics, June 2014
                                                                                                                                  • Figure 94: Most popular drinking occasions of Western spirits – Tequila, by demographics, June 2014
                                                                                                                                  • Figure 95: Next most popular drinking occasions of Western spirits – Tequila, by demographics, June 2014
                                                                                                                                  • Figure 96: Most popular drinking occasions of Western spirits – Liqueurs, by demographics, June 2014
                                                                                                                                  • Figure 97: Next most popular drinking occasions of Western spirits – Liqueurs, by demographics, June 2014
                                                                                                                                  • Figure 98: Most popular drinking occasions of Western spirits – Cocktail, by demographics, June 2014
                                                                                                                                  • Figure 99: Next most popular drinking occasions of Western spirits – Cocktail, by demographics, June 2014
                                                                                                                                  • Figure 100: Most popular drinking occasions of Western spirits – Rum, by demographics, June 2014
                                                                                                                                  • Figure 101: Next most popular drinking occasions of Western spirits – Rum, by demographics, June 2014
                                                                                                                                  • Figure 102: Most popular drinking occasions of Western spirits – Wine, by demographics, June 2014
                                                                                                                                  • Figure 103: Next most popular drinking occasions of Western spirits – Wine, by demographics, June 2014
                                                                                                                                  • Figure 104: Most popular drinking occasions of Western spirits – Other Western spirits, by demographics, June 2014
                                                                                                                                  • Figure 105: Next most popular drinking occasions of Western spirits – Other Western spirits, by demographics, June 2014
                                                                                                                                  • Figure 106: Most popular drinking occasions of Western spirits – Don’t remember, by demographics, June 2014
                                                                                                                                  • Figure 107: Next most popular drinking occasions of Western spirits – Don’t remember, by demographics, June 2014
                                                                                                                                  • Figure 108: Most popular drinking occasions of baijiubaijiu, by demographics, June 2014
                                                                                                                                  • Figure 109: Next most popular drinking occasions of baijiubaijiu, by demographics, June 2014
                                                                                                                                  • Figure 110: Drinking occasions of Western spirits, by repertoire of drinking occasions of Western spirits, June 2014
                                                                                                                                  • Figure 111: Attitudes towards drinking spirits, by repertoire of drinking occasions of Western spirits, June 2014
                                                                                                                              • Appendix – General Attitudes towards Drinking Spirits

                                                                                                                                  • Figure 112: Attitudes towards drinking spirits, June 2014
                                                                                                                                  • Figure 113: Attitudes towards drinking spirits – Consumption behaviour, by demographics, June 2014
                                                                                                                                  • Figure 114: Attitudes towards drinking spirits – Information channel, by demographics, June 2014
                                                                                                                                  • Figure 115: Attitudes towards drinking spirits – Price and promotion, by demographics, June 2014
                                                                                                                                  • Figure 116: Attitudes towards drinking spirits, by drinking occasions of spirits – Western spirits, June 2014
                                                                                                                                  • Figure 117: Attitudes towards drinking spirits, by most popular drinking occasions of spirits – Whisky/bourbon, June 2014
                                                                                                                                  • Figure 118: Attitudes towards drinking spirits, by next most popular drinking occasions of spirits – Whisky/bourbon, June 2014
                                                                                                                                  • Figure 119: Attitudes towards drinking spirits, by most popular drinking occasions of spirits – Brandy/Armagnac/Cognac, June 2014
                                                                                                                                  • Figure 120: Attitudes towards drinking spirits, by next most popular drinking occasions of spirits – Brandy/Armagnac/Cognac, June 2014
                                                                                                                                  • Figure 121: Attitudes towards drinking spirits, by most popular drinking occasions of spirits – Gin, June 2014
                                                                                                                                  • Figure 122: Attitudes towards drinking spirits, by next most popular drinking occasions of spirits – Gin, June 2014
                                                                                                                                  • Figure 123: Attitudes towards drinking spirits, by most popular drinking occasions of spirits – Vodka, June 2014
                                                                                                                                  • Figure 124: Attitudes towards drinking spirits, by next most popular drinking occasions of spirits – Vodka, June 2014
                                                                                                                                  • Figure 125: Attitudes towards drinking spirits, by most popular drinking occasions of spirits – Tequila, June 2014
                                                                                                                                  • Figure 126: Attitudes towards drinking spirits, by next most popular drinking occasions of spirits – Tequila, June 2014
                                                                                                                                  • Figure 127: Attitudes towards drinking spirits, by most popular drinking occasions of spirits – Liqueurs, June 2014
                                                                                                                                  • Figure 128: Attitudes towards drinking spirits, by next most popular drinking occasions of spirits – Liqueurs, June 2014
                                                                                                                                  • Figure 129: Attitudes towards drinking spirits, by most popular drinking occasions of spirits – Cocktail, June 2014
                                                                                                                                  • Figure 130: Attitudes towards drinking spirits, by next most popular drinking occasions of spirits – Cocktail, June 2014
                                                                                                                                  • Figure 131: Attitudes towards drinking spirits, by drinking occasions of spirits – Rum, June 2014
                                                                                                                                  • Figure 132: Attitudes towards drinking spirits, by drinking occasions of spirits – Wine, June 2014
                                                                                                                                  • Figure 133: Attitudes towards drinking spirits, by drinking occasions of spirits – Other Western spirits, June 2014
                                                                                                                                  • Figure 134: Attitudes towards drinking spirits, by drinking occasions of spirits – Don’t remember, June 2014
                                                                                                                              • Appendix – Attitudes towards New Product Innovation Concepts in Baijiu

                                                                                                                                  • Figure 135: Attitudes towards new product innovation concepts in baijiu, June 2014
                                                                                                                                  • Figure 136: Interest in the statement ‘Products containing added traditional Chinese medicine ingredients’, by demographics, June 2014
                                                                                                                                  • Figure 137: Interest in the statement ‘The original liquid without being blended’, by demographics, June 2014
                                                                                                                                  • Figure 138: Interest in the statement ‘Products suitable for mixing with other alcoholic beverages/soft drinks’, by demographics, June 2014
                                                                                                                                  • Figure 139: Interest in the statement ‘Packages designed for special occasions’, by demographics, June 2014
                                                                                                                                  • Figure 140: Interest in the statement ‘Fashionable packaging’, by demographics, June 2014
                                                                                                                                  • Figure 141: Interest in the statement ‘Products designed for the young^’, by demographics, June 2014
                                                                                                                                  • Figure 142: Interest in the statement ‘Products designed for women^^’, by demographics, June 2014
                                                                                                                                  • Figure 143: Interest in the statement ‘baijiu with milder taste’, by demographics, June 2014
                                                                                                                                  • Figure 144: Interest in the statement ‘Products with low alcohol content’, by demographics, June 2014
                                                                                                                                  • Figure 145: Interest in the statement ‘Products from well-known brands but lower priced’, by demographics, June 2014
                                                                                                                                  • Figure 146: Interest in the statement ‘Products in small pack’, by demographics, June 2014
                                                                                                                              • Appendix – Attitudes towards New Product Innovation Concepts in Western Spirits

                                                                                                                                  • Figure 147: Attitudes towards new product innovation concepts in Western spirits, June 2014
                                                                                                                                  • Figure 148: Interest in the statement ‘Packaging with Chinese elements’, by demographics, June 2014
                                                                                                                                  • Figure 149: Interest in the statement ‘Limited edition especially for Chinese market’, by demographics, June 2014
                                                                                                                                  • Figure 150: Interest in the statement ‘Western spirits designed for women^’, by demographics, June 2014
                                                                                                                                  • Figure 151: Interest in the statement ‘Ready-to-drink spirits drinks’, by demographics, June 2014
                                                                                                                                  • Figure 152: Interest in the statement ‘Products with customized taste for Chinese consumers’, by demographics, June 2014
                                                                                                                                  • Figure 153: Interest in the statement ‘Products with a brochure about drinking knowledge’, by demographics, June 2014
                                                                                                                                  • Figure 154: Interest in the statement ‘Products offering offline brand/membership activities’, by demographics, June 2014
                                                                                                                                  • Figure 155: Interest in the statement ‘Products offering online brand/membership activities’, by demographics, June 2014
                                                                                                                                  • Figure 156: Interest in the statement ‘Western spirits with more accessible price’, by demographics, June 2014
                                                                                                                                  • Figure 157: Interest in the statement ‘Fashionable/unique packaging design^^’, by demographics, June 2014
                                                                                                                                  • Figure 158: Interest in the statement ‘Innovative gift packaging^^’, by demographics, June 2014
                                                                                                                                  • Figure 159: Interest in the statement ‘Western spirits with additional flavours^^’, by demographics, June 2014
                                                                                                                                  • Figure 160: Interest in the statement ‘Single malt whisky^^^’, by demographics, June 2014

                                                                                                                              Companies Covered

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

                                                                                                                              Spirits - China - September 2014

                                                                                                                              £3,273.18 (Excl.Tax)