2023
0
China On-premise Alcoholic Trends Market Report 2023
2023-07-28T04:07:28+01:00
OX1158501
3695
165331
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Report
en_GB
“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…

China On-premise Alcoholic Trends Market Report 2023

£ 3,695 (Excl.Tax)

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

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
        • 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
                            • Issues and Insights

                              • Make alcoholic drink a star for dining experience
                                • Figure 7: Kaisha, 2022
                                • 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
                                • Figure 10: BAOverse, UK, 2023
                              • Tell your own story on sustainability
                                • Figure 11: Analogue and Native, Singapore, 2023
                                • Figure 12: Bottles of Penicillin, 2021
                            • Market Factors

                              • Increase eating out spending in 2023
                                • Figure 13: Increased eating out spending, 2022-23
                                • 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
                                    • 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
                                • Marketing Activities

                                  • Drinks for the “poor”, please
                                    • Figure 20: Lemon twist, 2023
                                    • Figure 21: The poor cocktail map by Xiaohongshu, 2023
                                    • 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
                                    • Figure 28: J.Boroski, Shanghai
                                • 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
                                • On-premise Venue Choices

                                  • Restaurants and KTV are still the top consumption venues after COVID-19
                                    • Figure 35: On-premise venue choices, 2023
                                    • 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
                                    • Figure 40: On-premise venue choices, by consumption change (drunk more or the same), 2023
                                • Consumption Occasions

                                  • Beer’s leading position in small gatherings might face challenge from fruit-based alcohol
                                    • Figure 41: Consumption occasions, 2023
                                    • 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
                                    • Figure 45: Consumption occasions, by monthly personal income, 2023
                                    • Figure 46: Alcoholic drink menu of Yang Mei Shi Chang, 2022
                                • 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
                                    • 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
                                • Venue Preference

                                  • Lively and cosy vibes are preferred by majority
                                    • Figure 52: Venue preference, 2023
                                    • 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
                                    • Figure 56: Mikkeller x Yongpu, China, 2023
                                • Drink Selection Factors

                                  • Drink selection is mood-dependent
                                    • Figure 57: Drink selection factors, 2023
                                    • 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
                                    • 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
                                    • Figure 62: Drink selection factors – selected factor, by monthly personal income and company type, 2023
                                • 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
                                    • 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
                                    • Figure 68: Behaviours related to on-premise alcoholic drink consumption – selected behaviour, by monthly personal income, 2023
                                    • Figure 69: Spin-off product offered by Speak Low 9th anniversary, 2023
                                • Food Personas

                                  • Who are they?
                                      • Figure 70: Food persona, 2023
                                      • Figure 71: Food persona, by gender, 2023
                                      • 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
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations

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