2022
8
China On-premise Alcoholic Trends Market Report 2022
2022-07-29T03:07:32+00:00
REP97BB77F9_D28E_4291_8AB9_C31939C934D7
3695
153738
[{"name":"Foodservice","url":"https:\/\/store.mintel.com\/industries\/foodservice"}]
Report
en_GB
“Taking a sip represents a lifestyle. Hanging out with friends or attending in-store events, many consumers view on-premise alcoholic drinks as indispensable. Mocktails are considered as solutions to health issues…

China On-premise Alcoholic Trends Market Report 2022

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“Taking a sip represents a lifestyle. Hanging out with friends or attending in-store events, many consumers view on-premise alcoholic drinks as indispensable. Mocktails are considered as solutions to health issues caused by alcohol overconsumption. Meanwhile, the total experience can be elevated by a comprehensive Consumer Journey to accelerate the post-pandemic recovery of on-premise consumption. Though still niche, workshops, tasting, or brand events, can be value-added services and increase business performance in the long run.”
– Bernie Gao, Research Analyst

Key issues covered in this Report

  • Critical business models of on-premise alcoholic drinks consumption venues
  • Product innovation of on-premise alcoholic drinks
  • Cases of brands crossing the category to on-premise drinks
  • Consumers’ interest in in-store activities
  • Consumers’ attitudes towards on-premise alcoholic drinks and venues
Collapse All
  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
          • Definition
          • Executive Summary

              • The market
                • Regulations related to the on-premise alcoholic drinks business
                  • Varied operation models for on-premise alcoholic drinks retailors
                    • Foods and alcoholic drinks pairing have been favoured increasingly
                      • COVID-19 impact
                        • Key players
                          • KOR Super Lounge exists in its own unique category
                            • ‘Road Bar’ can be an extended channel for on-premise alcoholic business
                              • Cocktails designed for take-away or delivery
                                • The consumer
                                  • Beer dominates the on-premise alcoholic drinks consumption
                                    • Figure 1: Consumption change in the past 12 months, China, 2022
                                    • Figure 2: Consumption trend in the next 12 months – ‘Will drink more’, China, 2022
                                  • Entertainment venues have been the main alcohol consumption channel in foodservice
                                    • Figure 3: Consumption channels, China, 2022
                                  • Product variety attracts consumers to a large extent
                                    • Figure 4: Venue choice factors, China, 2022
                                  • Festival events are the most common in-store activities at on-premise alcoholic venues
                                    • Figure 5: Elevated in-store experience, China, 2022
                                  • Sensory experience delights the drinking process
                                    • Figure 6: Innovation directions, China, 2022
                                  • Consumers are cautious about alcohol intake over sugar intake
                                    • Figure 7: Attitudes toward health issues on alcoholic drinks, by age, China, 2022
                                  • What we think
                                  • Issues and Insights

                                    • Non-alcoholic drinks are an emerging sub-category to the menus
                                      • Figure 8: Examples of retailers providing the non-alcoholic drinks, China, 2022
                                      • Figure 9: Examples of non-alcoholic packaged drinks, China & Japan, 2022
                                    • The total experience concept can accelerate offline recovery in the post-pandemic era
                                      • Figure 10: Pictures of retail space and welcome drink at glory, China, 2021
                                      • Figure 11: The bartenders of 12-Bar BLUES, China, 2021
                                      • Figure 12: Pictures of retail space of 12-Bar BLUES, China, 2021
                                      • Figure 13: Pictures of products at 12-Bar BLUES, China, 2022
                                    • Leverage upper-scaled in-store activities to recruit more drinkers
                                      • Figure 14: Pictures of poster and empirical special drinks at Speak low, China, 2021
                                      • Figure 15: Suntory whisky tasting events, China, 2021
                                  • Market Factors

                                    • Non-alcoholic drinks might address the health issues caused by excess alcohol consumption
                                      • Shenzhen local regulation for alcoholic drinks’ labelling and signage posting
                                        • Figure 16: The sample of the signage that required to be posted by Shenzhen government, China, 2021
                                      • Chained on-premise alcohol brands offer consistent products and in-store activities
                                        • Figure 17: Examples of exclusive drinks and experiences in chained bars, China, 2022
                                      • Brands with multiple branches show various characteristics
                                        • Three bars on the ‘Asia’s 50 Best Bars’ list are operated by the SG Group
                                          • Figure 18: Pictures of Sober Company, China, 2022
                                          • Figure 19: Pictures of Speak Low, China, 2022
                                        • Secret speakeasy, finding the entrance is part of the experience
                                          • Figure 20: Pictures of the entrance of FLASK, China, 2022
                                          • Figure 21: Pictures of on-premise cocktails at FLASK, China, 2022
                                          • Figure 22: Pictures of THE BUNKER by FLASK, China, 2022
                                          • Figure 23: Pictures of Botanist, China, 2022
                                        • Foods and alcoholic drinks pairing have been favoured increasingly
                                          • Figure 24: Examples of dishes in the bistro, China, 2022
                                        • Foodservices extend their business scope to serve on-premise alcoholic drinks
                                          • Figure 25: Examples of cross-over foodservice brands, China, 2022
                                        • COVID-19 impact
                                        • Marketing Activities

                                          • Undefined retail space – a restaurant, a bar, or a nightclub?
                                            • Figure 26: Pictures of the products at KOR Shanghai, China, 2022
                                            • Figure 27: Pictures of the retail space at KOR Shanghai, China, 2022
                                          • Drinking alongside the road has been the new trend
                                            • Figure 28: Pictures of 624 Changle Road Shop, China, 2022
                                          • Lounges in the hotels not only serve the hotel guests
                                            • Figure 29: Pictures of Waldorf Xiamen, China, 2022
                                            • Figure 30: Pictures of Fairmont Wuhan, China, 2022
                                          • Bars on wheels
                                            • Figure 31: Pictures of road bars, China and UK, 2022
                                          • CPG brands utilise physical stores to reach more audiences
                                            • Figure 32: Examples of physical outlets operated by CPG brands, China, 2020
                                          • Self-formulated cocktails by consumers
                                            • Figure 33: Pictures of the retail space of Depot, China, 2022
                                            • Figure 34: Pictures of the consumer journey at DEPOT, China, 2022
                                          • On-the-go cocktails
                                            • Figure 35: Pictures of the retail space and products of Tonic, China, 2021-22
                                            • Figure 36: Pictures of the delivery package of cocktails from Key West, China, 2022
                                        • New Product Trends

                                          • Craft beers brands continuously launch new products featured with fruits
                                            • Figure 37: Examples of Taihu products featured fruits, China, 2022
                                            • Figure 38: Examples of craft beers involved with fresh fruits, China, 2022
                                          • Alcohol mixed with coffee and tea drinks
                                            • Figure 39: Pictures of Heytea cross-over Hope & Sesame, China, 2021
                                            • Figure 40: Pictures of NO COFFEE cross-over ABSOLUT special drinks, China, 2022
                                            • Figure 41: Pictures of store decoration of NO COFFEE & ABSOLUT co-branded activity, China, 2022
                                          • On-premise alcoholic brands launch packaged products
                                            • Figure 42: Pictures of E.P.I.C store and the canned cocktail products, China, 2022
                                            • Figure 43: Pictures of SANYOU store and the canned cocktail products, China, 2022
                                        • Consumption Change

                                          • Beer is the most penetrated alcohol in foodservice
                                            • Figure 44: Consumption change in the past 12 months, China, 2022
                                            • Figure 45: Consumption trend in the next 12 months – ‘Will drink more’, China, 2022
                                            • Figure 46: Consumption change in the past 12 months – ‘Drunk more’, by selected consumption channels, China, 2022
                                          • Cocktails will get more fans aged 25-39 for both gender
                                            • Figure 47: Consumption change in the past 12 months – Selected items, by gender and age, China, 2022
                                            • Figure 48: Food and drink consumption behaviours – Selected items, by age, China, 2022
                                          • Foreign enterprises employees and high household income earners prefer drinking alcohol in pure
                                            • Figure 49: Consumption change in the past 12 months – ‘Drunk more’ of selected items, by household income, China, 2022
                                            • Figure 50: Consumption change in the past 12 months – ‘Drunk more’ of selected items, by company type, China, 2022
                                        • Consumption Channels

                                          • Entertainment venues have been the main alcohol consumption channel in foodservice
                                            • Figure 51: Consumption channels, China, 2022
                                          • Younger generations value the pleasure experience attached to drinking alcohol
                                            • Figure 52: Consumption channels – Selected items, by generation, China, 2022
                                        • Venue Choice Factors

                                          • The product variety is the primary factor in attracting consumers
                                            • Figure 53: Venue choice factors, China, 2022
                                            • Figure 54: Repertoire analysis of venue choice factors, China, 2022
                                            • Figure 55: Consumption trend for the next 12 months – ‘Will drink more’, by venue choice factor ‘paring food’, China, 2022
                                            • Figure 56: Example of snack provided to pair with alcoholic drinks, China, 2022
                                          • Gender differences in choosing a venue for its products or services
                                            • Figure 57: Venue choice factors – Selected factors, by gender and age, China, 2022
                                            • Figure 58: Venue choice factors – Selected factors, by gender and age, China, 2022
                                          • Well educated high household income earners value the total experience
                                            • Figure 59: Venue choice factors – Selected factors, by household income level, China, 2022
                                            • Figure 60: Venue choice factors – Selected factors, by education, China, 2022
                                        • Elevated In-store Experience

                                          • Festival events can be business opportunities to drive sales performance
                                            • Figure 61: Elevated in-store experience, China, 2022
                                            • Figure 62: Elevated in-store experience – Selected items, by age, China, 2022
                                          • Workshops or tastings are attractive to high household income earners
                                            • Figure 63: Elevated in-store experience – ‘Haven’t attended but interested’, by consumption change ‘Have drunk more’, China, 2022
                                            • Figure 64: Elevated in-store experience – Selected activities, by household income levels, China, 2022
                                          • Foreign enterprises employees actively attend in-store activities
                                            • Figure 65: Elevated in-store experience – ‘Have attended and would like to attend again’, by company type, China, 2022
                                        • Innovation Directions

                                          • Flavour-oriented while focusing on holistic sensory experience
                                            • Figure 66: Innovation directions, China, 2022
                                            • Figure 67: Example of the innovated garnish of alcoholic drinks, China, 2022
                                          • Consumers show the updating focus on the ABV of alcoholic drinks
                                            • Figure 68: Innovation directions – ‘Alcohol by volume’, by gender and age, China, 2022
                                            • Figure 69: Innovation directions – ‘Alcohol by volume’, by household income and city tiers, China, 2022
                                            • Figure 70: Example of the drink menu with ABV information, China, 2022
                                          • Straight-forward or storytelling?
                                            • Figure 71: Innovation directions – Selected items, by generation, China, 2022
                                            • Figure 72: Examples of alcoholic drinks menu, China, 2022
                                        • Attitudes toward On-premise Alcoholic Drinks and Venue

                                          • Varied on-premise alcoholic drinks consumption purposes
                                            • Figure 73: Attitudes toward on-premise alcohol consumption venue, China, 2022
                                            • Figure 74: Attitudes toward on-premise alcohol consumption venue – ‘Alcoholic drinks are more important than the services and the vibes of the store’, by age, China, 2022
                                            • Figure 75: Attitudes toward on-premise alcoholic drinks – ‘On-premise alcoholic drinks are suitable for social activities’, by generation, China, 2022
                                            • Figure 76: Attitudes toward On-premise Alcoholic drinks ‘On-premise alcoholic drinks are suitable for social activities’, by city tiers and regions, China, 2022
                                          • Consumers are cautious about alcohol intake over sugar intake
                                            • Figure 77: Attitudes toward health issues on alcoholic drinks, by age, China, 2022
                                            • Figure 78: Attitudes toward ABV of alcoholic drinks, by gender and age, China, 2022
                                          • Non-alcoholic drinks can be promoted under health consciousness
                                            • Figure 79: Attitudes toward non-alcoholic drinks, China, 2022
                                            • Figure 80: Attitudes toward non-alcoholic drinks – ‘The foodservice or entertainment venues (a) which provide non-alcoholic drinks (b) are more attractive’, by gender and age, China, 2022
                                            • Figure 81: Attitudes toward non-alcoholic drinks – ‘The foodservice or entertainment venues (a) which provide non-alcoholic drinks (b) are more attractive’, by company type, China, 2022
                                        • Food Persona

                                          • Who are they?
                                              • Figure 82: Food persona, 2022
                                              • Figure 83: Food persona, by generation, 2022
                                            • Customised recipes can be attractive to Critical Shoppers
                                              • Figure 84: Innovation directions, by food persona, China, 2022
                                          • Appendix – Methodology and Abbreviations

                                            • Methodology
                                              • Abbreviations

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