Beer - China - December 2014
“International brands are still the preferred choice over their domestic counterparts in the premium segment. Given consumers’ tendency for trading up, domestic brands are likely to face increasing pressure, in particular during out-of-home occasions, where premium brands are more likely to be well received by beer drinkers.
Such a trend is good news for international brands but at the same time is alarming to domestic ones. They will need to find their own approach to reach consumers in the premium segment. Utilising consumers’ preferences for local products in general and the use of high quality ingredients will help to drive consumer associations with a premium image in the category. As such, domestic brands should not shy from broadcasting their localness in the premium segment.
In fact, highlighting the high quality local ingredients used to make their premium products via a series of limited edition products will help them to stand out and shield them from the attack from their international counterparts. ”
– David Zhang, Senior Drink Analyst
Some questions answered in this report include:
- How to target female consumers in the beer market?
- How to tap into the growing premium segment
- How to differentiate a product using revitalised claims of limited edition?
- Is craft beer ready to move into the mainstream market?
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