2021
0
China Western Spirits Market Report 2021
2021-11-19T03:12:43+00:00
OX1047297
3695
145360
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Report
en_GB
“The spirit market is recovering with unprecedented speed after the pandemic, consumers’ willingness to drink is driven by not only post-lockdown compensatory spending but also by ever adapted trendy lifestyle.

China Western Spirits Market Report 2021

£ 3,695 (Excl.Tax)

Description

“The spirit market is recovering with unprecedented speed after the pandemic, consumers’ willingness to drink is driven by not only post-lockdown compensatory spending but also by ever adapted trendy lifestyle. Consumers are embracing multiple drinking occasions, which provide companies opportunities to go bolder in both flavour innovation and creative engaging events in order to recruit new consumers. Meanwhile, although brandy & whisky own their long history, gin as a rising star is starting to shine its uniqueness in Chinese market.”
– Marta Zhang, Senior Research Analyst

This Report looks at the following areas:

  • Western spirits market overview
  • Key players’ performance after the pandemic and their recovery strategies
  • Changes in consumer consumption habits
  • Trying triggers among potential Western spirits drinkers
  • Consumers’ preferences for complimentary gifts
  • Consumers’ perception of Western spirits knowledge

Table of Contents

  1. Overview

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

    • The market
      • Figure 1: Retail sales volume and forecast of Western spirits, China, 2016-26
      • Figure 2: Non-retail sales volume and forecast of Western spirits, China, 2016-26
      • Figure 3: Total volume segmentation share of imported Western spirits, China, 2017-21(est)
    • Companies and brands
    • Highly centralised spirits market
      • Figure 4: Market share of leading Western spirits players, by value, China, 2019, 2020 and 2021 (est)
    • Youth centred marketing campaigns
    • The appearance of non-alcohol spirits in the Chinese market
    • The consumer
    • Increase in niche spirits market
      • Figure 5: Usage of Western spirits, 2021
    • Rise of ecommerce channel after the pandemic
      • Figure 6: Purchase channel of Western spirits, 2021
    • Cocktail mixer and mini bottles of spirits are gifts with more likes
      • Figure 7: Complimentary gift preference, 2021
    • Provide brand story and selection guide to target potential consumers
      • Figure 8: Perception of Western spirits knowledge, 2021
    • Altered food pairing perception after trying spirits
      • Figure 9: Food pairing – Western spirits, 2021
    • Relaxation as the premier trigger
      • Figure 10: Trying triggers, by spirits type, 2021
    • What we think
  3. Issues and Insights

    • Capture growing female consumption
    • The facts
    • The implications
      • Figure 11: Absolute ® Juice’s strawberry themed pop-up store, July
      • Figure 12: Example of products with complimentary gifts, 2021
      • Figure 13: Gift box of Bailey’s & perfect diary, 2021
    • Multi-channel exposure to win young generations
    • The facts
    • The implications
      • Figure 14: Cocktail gift box set from WAT IS GOOD, 2021
      • Figure 15: Peddler’s gin & Greenhouse cocktail sessions, 2021
    • Emphasis gin as a rising star
    • The facts
    • The implications
      • Figure 16: Examples of gin tasting events and masterclass, 2021
  4. Market Size and Forecast

    • Optimistic growth is expected in retail channel
      • Figure 17: Retail sales value and forecast of Western spirits, China, 2016-26
      • Figure 18: Retail sales volume and forecast of Western spirits, China, 2016-26
    • Strong non-retail recovery after the pandemic
      • Figure 19: Non-retail sales value and forecast of Western spirits, China, 2016-26
      • Figure 20: Non-retail sales volume and forecast of Western spirits, China, 2016-26
  5. Market Segmentation

    • Traditional spirits brandy and whisky kept leading in market value
      • Figure 21: Total value segmentation share of imported Western spirits, China, 2017-21 (est)
    • Continued increase in market volumes for cocktail base liqueurs
      • Figure 22: Total volume segmentation share of imported western spirits, China, 2017-21 (est)
    • Rising market interest in gin
      • Figure 23: Imported volume of gin, million litres, 2017-21 (est)
      • Figure 24: Imported value of gin, million RMB, 2017-21 (est)
      • Figure 25: Percent of gin launched in APAC countries, 2016- 21
      • Figure 26: Crimson Pangolin original edition & black goji jasmine edition
  6. Market Factors

    • Hainan has become the centre to shop duty-free luxuries
      • Figure 27: LOUIS XIII exhibited in 1st China international consumer products expo, may 2021
      • Figure 28: Maison Martell announces the opening of its first-ever travel retail boutique in Hainan, 2021
    • The recovery of on-trade consumption
    • Escalating in-home drinking for relaxation
  7. Market Share

    • Pernod Ricard keeps its leading place in the China market
      • Figure 29: Market share of leading Western spirits players, by value, China, 2019, 2020 and 2021 (est)
      • Figure 30: Market share of leading Western spirits players, by volume, China, 2019, 2020 and 2021 (est)
    • Diageo announces the creation of Research & Development Centre in Shanghai
    • LVMH losses market share slightly to focus on its Champagnes
    • More alcoholic brands entering the spirits market
  8. Marketing Activities

    • Pop-up stores to attract new audience
      • Figure 31: HENNESSY pop-up store in Shenzhen, 2021
      • Figure 32: Rémy Martin pop-up store in Guangzhou, 2021
    • Hand in hand with art, fashion and luxury
      • Figure 33: Johnnie Walker crossing over with Chen Man art show, 2021
      • Figure 34: Rémy Martin & Shanghai Fashion Week, 2021
      • Figure 35: Macallan & Bentley, 2021
    • Immersive food and culture experience held by Martell
      • Figure 36: Immersive food and culture experience by Martell, 2021
    • High exposure gained from entertainment channels
      • Figure 37: Pernod Ricard sponsored variety show “Call me by fire”, 2021
      • Figure 38: Zhang Yixing & Di Lireba as brand spokesperson, 2021
  9. New Product Trends

    • Going towards sustainable future
      • Figure 39: New launches of Western spirits products with sustainably claims, globally, 2016-21
      • Figure 40: Lowest carbon footprint glass bottle, Diageo, 2021
      • Figure 41: The Harmony collection rich cacao, Macallan, 2021
      • Figure 42: New launches of alcoholic beverage products with sustainably claims, China, 2016-21
    • Non-alcohol spirits appearing the China market
      • Figure 43: LYRE’S non-alcoholic spirits, 2021
      • Figure 44: New launches of Western spirits products with non-alcoholic/alcohol or free spirits claims, globally, 2016-21
      • Figure 45: Example of non-alcoholic/alcohol free spirits, 2016-21
    • Unique gin for the youth
      • Figure 46: Product of OneGin, 2021
      • Figure 47: Products of discoloration gin, 2021
  10. Consumption Usage

    • Fading passion for brandy/cognac
      • Figure 48: Usage of Western spirits, 2021
    • Interest in niche spirits arises
      • Figure 49: Usage of Western spirits – “Have not drunk but have an interest in trying” percentage change 2021 vs 2020
    • Growth opportunity lies in young females
      • Figure 50: Usage of Western spirits – “Have not drunk but have an interest in trying” by gender and age, 2021 vs 2020
    • High household income drinkers are loyal consumers
      • Figure 51: Frequency of alcohol drinks consumption – Western spirits, by monthly household income, 2021
  11. Purchase Channel

    • Significant increase in ecommerce
      • Figure 52: Purchase channel of Western spirits, 2021
      • Figure 53: Purchase channel of Western spirits, 2020 vs 2021
      • Figure 54: Change of purchase channel penetration rate – “Have drunk” 2020 vs 2021
    • Adapt multi-channel sales strategy to attract emerging young consumers
      • Figure 55: Purchase channel of Western spirits, repertoire group, 2021
      • Figure 56: Purchase channel of Western spirits, offline channel, by age group 2021
      • Figure 57: Purchase channel of Western spirits, online channel, by age group, 2021
    • Target high personal income drinkers via gourmet stores
      • Figure 58: Top five purchase channel of Western spirits, by personal income, 2021
  12. Complimentary Gift Preference

    • Cocktail hit influences gift preference
      • Figure 59: Complimentary gift preference, 2021
    • Mini sets of spirits win female consumers’ hearts
      • Figure 60: Complimentary gift preference, by gender, 2021
      • Figure 61: Complimentary gift preference, whisky/bourbon and brandy/cognac, “Have drunk it”, 2021
      • Figure 62: Complimentary gift preference, excluding whisky/bourbon and brandy/cognac, ”Have drunk it”, 2021
      • Figure 63: Examples of complimentary gift offerings, 2021
  13. Perception of Western Spirits Knowledge

    • Consumers desire to learn food pairing
      • Figure 64: Perception of Western spirits knowledge, 2021
    • Raise importance of brand heritage among male consumer
      • Figure 65: Perception of Western spirits knowledge, TURF analysis, 2021
    • Target mature female consumers via food pairing education
      • Figure 66: Perception of Western spirits knowledge, by age and gender, 2021
  14. Food Pairing

    • Steak is considered the perfect match
      • Figure 67: Food pairing – Western spirits, 2021
    • Region difference of food pairing
      • Figure 68: Food pairing – Western spirits, steak, by region, 2021
    • High-income consumers prefer ready-to-eat foods with Western spirits
      • Figure 69: Food pairing – Western spirits, ready-to-eat foods, by income level, 2021
    • Difference of food pairing habits among traditional spirits
      • Figure 70: Food pairing, whisky/bourbon and brandy/cognac drinkers, 2021
    • Rising interest in food pairing after trying spirits
      • Figure 71: Food pairing, gin, 2021
      • Figure 72: Food pairing, liqueurs, 2021
  15. Trying Triggers

    • Relaxation is the primary need
      • Figure 73: Trying triggers, brandy/cognac and whisky/bourbon, 2021
      • Figure 74: Trying triggers, gin/vodka/tequila/liqueurs/rum, 2021
    • Highlight gin as a fashionable product
      • Figure 75: Trying triggers, gin as fashionable, by company type, 2021
      • Figure 76: Trying triggers, gin as fashionable, by age, 2021
    • Distinct property of spirits leads to varied triggers
      • Figure 77: Trying triggers, brandy/cognac, 2021
      • Figure 78: Trying triggers, liqueurs, 2021
      • Figure 79: Trying triggers, gin, by income level, 2021
  16. Appendix – Market Size and Forecast

      • Figure 80: Retail volume sales and forecast of western spirits, China, 2016-26
      • Figure 81: Retail value sales and forecast of western spirits, China, 2016-26
      • Figure 82: Non-retail volume sales and forecast of western spirits, China, 2016-26
      • Figure 83: Non-retail value sales and forecast of western spirits, China, 2016-26
  17. Appendix – Market Segmentation

      • Figure 84: Imported volume of Western spirits 2017-21 (est), million litres
      • Figure 85: Imported value of Western spirits 2017-21 (est), million RMB
  18. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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