China On-premise Alcoholic Trends Report 2023
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Description
“Renewed enthusiasm for social gatherings is expected to drive a surge in on-premise alcohol consumption, giving the industry revitalisation. Driving the trend, on-premise operators could leverage consumers’ interest in food pairing to elevate the visiting experience and incorporate social media as a tool to keep consumers connected. Meanwhile, sustainable practice is expected to take root in order to meet the demands of increasingly discerning consumers.”
– Marta Zhang, Senior Research Analyst
Key issues covered in this Report
- Current market overview of on-premise alcoholic drinks.
- Trend highlights in on-premise alcoholic drinks industry.
- Consumer insights on venue penetration and consumption occasion.
- Influential factors in venue and drink selection.
- Consumers’ attitudes towards venue product offerings and services.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
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Executive Summary
- The market
- Foodservice sector is back to revitalise
- Diversified on-premise alcoholic business model nationwide
- Companies and brands
- Intentional spending heats up price competition
- Ever-intensive intra-industry communication
- New ideas continue to keep consumers engaged
- The consumer
- Restaurants remain top venue choice despite COVID-19 pandemic hit
- Figure 1: On-premise venue choices, 2023
- Beer is leading in small gatherings, while wine and spirits lead in formal settings
- Figure 2: Consumption occasions, 2023
- Drink offering and environment are crucial factors, while comprehensive experience should not be neglected
- Figure 3: Important factors in venue selection, 2023
- Vibrant yet comfortable atmosphere is enjoyed by majority
- Figure 4: Venue preference, 2023
- Drink selection is feeling-based
- Figure 5: Drink selection factors, 2023
- The quality of the experience is paramount
- Figure 6: Behaviours related to on-premise alcoholic drink consumption – Innovative concept, 2023
- What we think
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Issues and Insights
- Make alcoholic drink a star for dining experience
- Figure 7: Kaisha, 2022
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- Figure 8: Sakaba Malabar beer pairing menu, 2022
- Social media – a powerful tool to engage with consumers
- Figure 9: Examples of on-premise alcoholic venues on social media apps, 2023
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- Figure 10: BAOverse, UK, 2023
- Tell your own story on sustainability
- Figure 11: Analogue and Native, Singapore, 2023
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- Figure 12: Bottles of Penicillin, 2021
- Make alcoholic drink a star for dining experience
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Market Factors
- Increase eating out spending in 2023
- Figure 13: Increased eating out spending, 2022-23
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- Figure 14: Social media posts and interactions around “bar/bistro and food”, by month, 2023
- Resumption of both national and international travelling
- Development of chained bars is flourishing nationwide
- Shanghai is the hinterland of cocktail industry, while the culture is penetrating to lower tier cities
- Figure 15: Examples of cocktail bars in tier 2 cities, 2023
- Livehouse has become a new nightlife go-to place
- Figure 16: Examples of Livehouses in China, 2023
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- Figure 17: Out-of-home activities, 2022-23
- Pessimistic young consumers face difficult financial status
- Figure 18: The Urban Surveyed Unemployment Rate (monthly %), 2020-23
- Figure 19: Financial status – Much worse off/a little bit worse off, 2022-23
- Increase eating out spending in 2023
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Marketing Activities
- Drinks for the “poor”, please
- Figure 20: Lemon twist, 2023
- Figure 21: The poor cocktail map by Xiaohongshu, 2023
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- Figure 22: Examples of cocktail on tap and cocktail in takeaway format, 2023
- On-premise venues leverage social media platform to gain awareness
- Figure 23: Examples of bars opening social media accounts, 2023
- Guest shifts, Tap takeovers…inter-industry communication has revitalised
- Figure 24: Examples of international guest shifting events, 2023
- Figure 25: Examples of tap takeover events, 2023
- Getting creative on menu naming…or just drop the menu!
- Figure 26: Examples of creative alcoholic drink menus, 2023
- Figure 27: Examples of creative alcoholic drink menus, 2023
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- Figure 28: J.Boroski, Shanghai
- Drinks for the “poor”, please
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New Product Trends
- New venue: Sustainability concept is being adapted in bars
- Figure 29: DENTREE, 2023
- New SKU: Mocktails are an emerging category in on-premise venues
- Figure 30: MOJIU Bar, 2023
- Figure 31: Bar Choice x Gentle L, 2023
- New flavour: A touch of locality to resonate with local consumers
- Figure 32: Examples of alcoholic drinks with locality elements, 2023
- Figure 33: Examples of cocktails inspired by regional cuisine, 2023
- New experience: Bring NFT to the bar
- Figure 34: Valley22 Bar, 2023
- New venue: Sustainability concept is being adapted in bars
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On-premise Venue Choices
- Restaurants and KTV are still the top consumption venues after COVID-19
- Figure 35: On-premise venue choices, 2023
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- Figure 36: Consumption change, 2023
- Young females are open to non-traditional on-premise venues
- Figure 37: On-premise venue choices, by gender and age, 2023
- Restaurants and specialised bars are preferred by high-income consumers
- Figure 38: On-premise venue choices, by monthly personal income, 2023
- Figure 39: Ma Po Dou Fu pizza at Speak Low, 2023
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- Figure 40: On-premise venue choices, by consumption change (drunk more or the same), 2023
- Restaurants and KTV are still the top consumption venues after COVID-19
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Consumption Occasions
- Beer’s leading position in small gatherings might face challenge from fruit-based alcohol
- Figure 41: Consumption occasions, 2023
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- Figure 42: Consumption occasions – correspondence analysis, 2023
- Drink selection for alone occasion varies by gender
- Figure 43: Consumption occasions – “when eating out alone”, by gender, 2023
- Target high-income consumers’ diversified needs in their preferred occasions
- Figure 44: Consumption change – drunk more, by monthly personal income, 2023
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- Figure 45: Consumption occasions, by monthly personal income, 2023
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- Figure 46: Alcoholic drink menu of Yang Mei Shi Chang, 2022
- Beer’s leading position in small gatherings might face challenge from fruit-based alcohol
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Important Factors in Venue Selection
- Alcoholic drink options are key influence factor
- Figure 47: Important factors in venue selection, 2023
- Primary focus of on-premise venues varies by gender and age
- Figure 48: Important factors in venue selection, by age, 2023
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- Figure 49: Important factors in venue selection, by gender and age, 2023
- Western-style restaurants and cocktail bar/whisky bars are preferred by atmosphere lovers
- Figure 50: On-premise venue choices, by selected important factors in venue selection, 2023
- Price and soft conditions are being polarised
- Figure 51: Important factors in venue selection, by difference between consumers who selected “average price” as an important factor and total consumers, 2023
- Alcoholic drink options are key influence factor
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Venue Preference
- Lively and cosy vibes are preferred by majority
- Figure 52: Venue preference, 2023
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- Figure 53: Venue preference, by city tier, 2023
- Western-style venues could continue promoting cocktail culture
- Figure 54: Behaviours related to on-premise alcoholic drink consumption, by venue preference, 2023
- Product or service extension for venues to attract more visitors
- Figure 55: Behaviours related to on-premise alcoholic drink consumption, by venue preference, 2023
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- Figure 56: Mikkeller x Yongpu, China, 2023
- Lively and cosy vibes are preferred by majority
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Drink Selection Factors
- Drink selection is mood-dependent
- Figure 57: Drink selection factors, 2023
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- Figure 58: Drink selection factors – selected factor, by age and living situation, 2023
- Both venue offerings and peer recommendation could nudge consumers in drink selection
- Figure 59: Drink selection factors – TURF analysis, 2023
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- Figure 60: Drink selection factors – selected factors, by “matching my mood of the day”, 2023
- Young males and females centre around varied aspects in drink selection
- Figure 61: Drink selection factors – selected factors, by gender and age, 2023
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- Figure 62: Drink selection factors – selected factor, by monthly personal income and company type, 2023
- Drink selection is mood-dependent
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Behaviours Related to On-premise Alcoholic Drink Consumption
- For on-premise alcohol consumers, experience is all
- Figure 63: Behaviours related to on-premise alcoholic drink consumption – Innovative concept, 2023
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- Figure 64: Behaviours related to on-premise alcoholic drink consumption – selected behaviour, by age and food-related behaviour, 2023
- Consumers are keen to learn about cocktails
- Figure 65: Behaviours related to on-premise alcoholic drink consumption – Cocktail perception, 2023
- Figure 66: Behaviours related to on-premise alcoholic drink consumption – selected behaviour, by age, 2023
- Digital services in bars are here to stay
- Figure 67: Behaviours related to on-premise alcoholic drink consumption – Service extension, 2023
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- Figure 68: Behaviours related to on-premise alcoholic drink consumption – selected behaviour, by monthly personal income, 2023
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- Figure 69: Spin-off product offered by Speak Low 9th anniversary, 2023
- For on-premise alcohol consumers, experience is all
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Food Personas
- Who are they?
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- Figure 70: Food persona, 2023
- Figure 71: Food persona, by gender, 2023
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- Figure 72: Food persona, by age, 2023
- Special events to catch New trend explorers’ attention
- Figure 73: Venue preference, by food persona, 2023
- Figure 74: Consumption occasion – beer, by food persona, 2023
- Highlight cocktail’s sense of ritual to attract Emotional eaters
- Figure 75: Consumption occasion – on-premise cocktail, by food persona, 2023
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
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