China’s alcoholic drinks market is undergoing a profound structural transformation, against the backdrop of increasingly rationalised consumption and a shifting policy environment. Looking ahead, growth opportunities will hinge less on encouraging consumers to drink more alcohol and more on how effectively drinking occasions can be integrated into consumers' lifestyles.
Marta Zhang, Senior Analyst, China Insights
Market Definitions
The alcoholic drinks sector in China mainly includes beer, baijiu, Western spirits, wine (red, white, rosé and sparkling), ready-to-drink (RTD) alcoholic drinks and other drinks (eg huangjiu, fruit wines etc). At-home consumption refers to alcoholic drinks directly purchased via retail channels and consumed at home, as well as alcoholic drinks purchased via retail channels and taken to be consumed at foodservice venues. Out-of-home consumption refers to alcoholic drinks purchased from on-trade channels such as foodservice and entertainment venues.
Western spirits
This Report covers all Western spirits (distilled alcoholic drinks) and liqueurs (flavoured with fruit and herbs) in both retail and on-trade (hotel, restaurant and café) channels, produced in foreign markets and then sold in China, as follows:
- Anis/absinthe, including absinthe, arak and other similar spirits.
- Brandy derived from grapes/grape skins, including Cognac, Armagnac, fruit brandies, traditional brandies and other related spirits.
- Gin-based spirits, including gin, jenever and ginebra.
- Rum/sugarcane-based spirits, including white and dark rums, Flor de Caña, cane aguardiente and other local sugarcane-based spirits.
- Tequila, including all varieties of aged tequilas.
- Vodka-based spirits, including premium, standard and lower-priced vodkas, aquavit and Scandinavian schnapps.
- Whisky including Scotch whisky, Irish whiskey, bourbon and other regional whiskies.
Baijiu
This Report covers baijiu, also known as shaojiu, a Chinese alcoholic drink made from grains, with alcohol by volume (ABV) generally between 40% and 60%.
Beer
This Report covers all alcoholic and alcohol-free beers. Beers, within the retail market, includes fermented beers, lagers and stouts brewed using cereal grains and flavoured with hops and also includes low-alcohol/alcohol-free beers.
Wine
This Report covers still and sparkling wine. Still wine includes red wine, rosé wine and white wine. Sparkling wine includes champagne and other sparkling wines.
RTD alcoholic beverages/alcoholic drinks
This Report covers RTD alcoholic drinks, which are packaged alcoholic drinks made by mixing an alcoholic drink with other alcoholic or non-alcoholic ingredients. Typical products in the China market are those made of a distilled spirit (eg vodka, rum, etc), a mixer (eg water, fruit juice, soda) and some additional ingredients (eg honey, sugar, herbs, etc). Typical brands are RIO (锐澳) and Bacardi Breezer.
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- Definitions
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EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast – on-trade channels
- Market size and forecast – at-home drinks
- Market factors
- Consumer insights and opportunities
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THE MARKET
- Market size and forecast
- Foodservice growth slows as alcohol consumption remains under pressure
- Graph 1: consumer spending on alcoholic drinks and forecast – on-trade channels (best and worst case scenarios), 2020-30
- Channel shifts and product innovation support steady growth in at‑home alcohol consumption
- Graph 2: consumer spending on alcoholic drinks and forecast – at-home consumption (best and worst case scenarios), 2020-30
- Market factors
- Macroeconomic overview
- Consumer confidence rebounds after fluctuations
- Graph 3: confidence index* for improved financial situation in the next three months, 2020-26
- Graph 4: confidence in an improving financial situation in the next three months, 2020-26
- Rationalised spending keeps alcohol purchase plans steady
- Graph 5: alcohol‑purchase plans for the next 12 months, 2024–26
- Crackdown on alcohol at official functions intensifies
- Brewing is designated a ‘heritage industry’
- Market segments
- China’s alcohol‑spending structure remains stable, with spirits showing only minor fluctuations
- Baijiu and beer continue to lead, while RTDs show growth potential
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CONSUMER INSIGHTS
- The alcohol consumption landscape
- Alcohol has become part of everyday life, although consumption frequency has declined
- Graph 6: consumption frequency of alcoholic drinks, 2026
- Graph 7: consumption frequency of alcoholic drinks, 2024-26
- Drinking is now part of daily life, serving as a means of regulating one’s day
- Traditional alcoholic drinks remain dominant, as trendier formats begin to emerge
- Graph 8: segment penetration of alcoholic drinks, 2026
- Graph 9: segment penetration of alcoholic drinks, by segment penetration, 2026
- Moderate drinking is now the norm, with over half of consumers viewing themselves as low- or average-capacity drinkers
- Graph 10: perceptions of drinking capacity, 2026
- Moderate drinking is now mainstream
- Women: now the core consumers in the light‑intoxication segment, with consumption frequency on the rise
- Graph 11: consumption frequency of alcoholic drinks, 2024-26
- Graph 12: perceptions of alcohol tolerance, by gender, 2026
- Women: younger groups tend to favour trendier formats, shifting to RTD options and wine as they get older
- Graph 13: segment penetration of alcoholic drinks, by gender, 2026
- Graph 14: segment penetration of alcoholic drinks, by age and gender, 2026
- Women: focus on value-added attributes linked to age
- High-income consumers: diverse drinkers whose habits are polarising
- Graph 15: segment penetration of alcoholic drinks, by monthly personal income, 2026
- Graph 16: consumption frequency for alcoholic drinks, 2024-26
- Younger consumers: Gen Z’s occasionally-tipsy drinking trend gains momentum
- Graph 17: perceptions of alcohol tolerance, by generation, 2026
- Graph 18: consumption frequency for alcoholic drinks, by generation, 2026
- Younger consumers: Gen Z favours trendier drinks, with penetration now surpassing traditional baijiu
- Graph 19: segment penetration for alcoholic drinks, by generation, 2026
- Summary
- Channels: current landscape and foodservice breakthroughs
- Traditional supermarkets still dominate, while convenient, on‑the‑go purchase channels grow
- Graph 20: purchase channels for alcoholic drinks, 2026
- Baijiu producers move into ecommerce live streaming
- On-demand retail’s focus on portability primarily benefits lower‑alcohol drinks
- Graph 21: purchase channel, by segment penetration, 2026
- Wine and spirits: capture emerging-channel traffic
- Wine: expand drinking occasions with category innovation
- Make full use of foodservice channels to create an enjoyable consumption experience
- For consumers, comfort matters more than uniqueness
- Graph 22: factors influencing venue choice, 2026
- Atmosphere is the top factor shaping consumers’ venue choices
- Attract new and existing customers with a focus on atmosphere and brand collaborations
- Graph 23: factors influencing venue choice, by consumption frequency, 2026
- Beer: showcase venue value through live, on-site events
- Graph 24: factors influencing venue choice, by segment penetration, 2026
- Graph 25: factors influencing venue choice, by monthly personal income, 2026
- Cocktails: attract customers with distinctive drinks; retain them through exceptional quality
- Graph 26: factors influencing venue choice, by generation, 2026
- Graph 27: factors influencing repeat visits – top five, 2024
- Combine standardisation with customisation; highlight a value-for-money proposition
- Innovation opportunities in emerging alcoholic drinks
- Low‑alcohol drinks show the strongest association with spontaneity
- Graph 28: alcoholic drinks decision-making, 2026
- Fruity alcoholic drinks are often associated with positive moods; spirits are more commonly linked to moments of stress
- Graph 29: mood while drinking alcohol – happy, 2026
- Graph 30: mood while drinking alcohol – stressed, 2026
- From consumption occasions to ingredients, amplify the link between emerging alcoholic drinks and emotions
- Rice wine shows strong growth potential amid personal enjoyment and guochao trends
- Texture-led innovation: differentiation through mouthfeel and richness
- Graph 31: texture and flavour preferences for low-alcohol drinks, 2026
- Younger consumers: prioritise lighter-textured alcoholic drinks
- Graph 32: texture and flavour preferences for low-alcohol drinks – body, 2026
- Women: added flavours are key to finding favour
- Graph 33: texture and flavour preferences for low-alcohol drinks, by gender, 2026
- High-income consumers: premium opportunities in sparkling textures and aroma innovation
- Graph 34: texture and flavour preferences for low-alcohol drinks, by monthly personal income, 2026
- Highlighting distinctive sparkling textures and rich aromas
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NEW PRODUCT TRENDS
- Baijiu: the downward trend continues
- Western spirits: brandy loses momentum as white spirits see strong growth driven by bar and cocktail culture
- Wine: momentum builds behind domestic wine brands’ overseas expansion
- RTDs and beer: private labels drive category innovation, while improving quality is key to growth.
- Graph 35: new beer launches, by brand type, 2021-25
- Graph 36: new launches of flavoured alcoholic beverages, by brand type, 2021-25
- Flavour landscape for flavoured alcoholic beverages: looking beyond fruit to draw inspiration from adjacent drinks categories
- Graph 37: flavour landscape for flavoured alcoholic beverages, 2026
- Flavours landscape: methodology
- Premixed drinks: classic cocktails go RTD
- Beer flavour landscape: exploring more localised beer flavours
- Graph 38: beer flavour landscape, 2026
- Beer flavour innovation: inspiration extends beyond drinks, into snacks and baked goods
- Regional alcoholic drinks: breaking away from tradition through category diversification
- Foodservice channels: competition around bar food reaches new heights
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APPENDIX
- Market size and forecast – at-home alcoholic drinks
- Market size and forecast – alcoholic drinks in on-trade channels
- Market segments
- Methodology: consumer survey
- Research methodology: confidence index calculation formula
- Qualitative research participants
- Abbreviations
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