2022
0
China Western Spirits Market Report 2022
2022-09-06T04:08:22+01:00
OX1103077
3695
155472
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Report
en_GB
“In 2022, market downturn caused by COVID has slowed the growth of Western spirits. However, the development of niche spirits is still significant, thanks to strong purchasing power from younger…

China Western Spirits Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“In 2022, market downturn caused by COVID has slowed the growth of Western spirits. However, the development of niche spirits is still significant, thanks to strong purchasing power from younger adults. In uncertain times, brands would need to keep up with changing consumer need and keep drinkers engaged with the market. For example, creative at home cocktail to light up home drinking occasions and highlight social responsibility to enhance consumers’ feel good factor.”

– Marta Zhang, Senior Research Analyst

Key Issues covered in this Report

  • Western spirits market overview
  • Key players’ performance and market activities
  • Consumer consumption habits of Western spirits
  • Interest in packaging and market activities
  • Information channel of Western spirit products
  • Consumers’ attitude towards at-home cocktail making

Table of Contents

  1. Overview

    • What you need to know
      • Key Issues covered in this Report
        • Covered in this Report
          • Excluded:
          • Executive Summary

              • The market
                • COVID outbreak has slackened the market growth
                  • Figure 1: Retail sales value and forecast of western spirits, China, 2017-27
                  • Figure 2: Non-retail sales value and forecast of western spirits, China, 2017-27
                • Whisky is witnessing fast market development
                  • Significant growth in niche spirit categories
                    • Companies and brands
                      • Leading brands hold firm position despite market turbulence
                        • Figure 3: Market share of leading western spirits players, by value, China, 2020, 2021 and 2022 (est)
                      • Sustainability is being emphasised
                        • Experience marketing is becoming preoccupant
                          • Alcohol moderation is shaping the direction of new product development
                            • The consumer
                              • Younger generations embrace broader spirit categories
                                • Figure 4: Consumption usage, China, 2022
                              • Gin enjoys highest category affinity
                                • Figure 5: Consumption frequency, China, 2022
                              • Novel bottle shapes are the eye-catching purchase driver
                                • Figure 6: Interest in packaging, China, 2022
                              • Offline tasting and promotion are the most attractive
                                • Figure 7: Marketing activities, China, 2022
                              • Online platforms are more frequently used for information gathering
                                • Figure 8: Information channel, China, 2022
                              • Preparation kits could simplify the complicated cocktail making process
                                • Figure 9: Attitudes towards at home cocktail making – Selected attitudes, China, 2022
                              • What we think
                              • Issues and Insights

                                • Cocktail making kits are promising to explore
                                  • The facts
                                    • The implications
                                      • Figure 10: Cocktail kits by cocktail courier
                                      • Figure 11: Crafted Taste
                                    • Utilise creative ways for online bonding and information sharing
                                      • The facts
                                        • The implications
                                          • Figure 12: Rémy Martin Galaxy RM1724 Mini program
                                          • Figure 13: Coach x DU, China, 2021
                                        • Visualise the effort on sustainability through spirit packaging
                                          • The facts
                                            • The implications
                                              • Figure 14: Examples of products with sustainability properties, Global
                                          • Market Size and Forecast

                                              • Slackened retail growth in 2022
                                                • Figure 15: Retail sales value and forecast of western spirits, China, 2017-27
                                                • Figure 16: Retail sales volume and forecast of western spirits, China, 2017-27
                                              • Non-retail channel is influenced by COVID outbreak
                                                • Figure 17: Non-retail sales value and forecast of Western spirits, China, 2017-27
                                                • Figure 18: Non-retail sales volume and forecast of Western spirits, China, 2017-27
                                            • Market Segmentation

                                              • Domestic brandy exhibits growth potential
                                                • Figure 19: Total value segmentation share of imported Western spirits, China, 2018-22 (est)
                                                • Figure 20: Total volume segmentation share of imported Western spirits, China, 2018-22 (est)
                                              • Whisky is witnessing fast market development
                                                • High acceptance of gin facilitates market expansion
                                                  • Substantial growth in tequila category
                                                  • Market Factors

                                                    • Alcohol moderation driven by both legislation and consumer behaviour change
                                                      • Key players announce price increase
                                                        • COVID lockdown severely hits on-trade businesses
                                                          • Figure 21: Change in spending – Spent more, China, 2020-22
                                                        • Ever adapted trendy lifestyle entices consumers’ willingness to drink
                                                          • Figure 22: Increased alcoholic drinks spending, China, 2020-22
                                                      • Market Share

                                                        • Pernod Ricard gains exposure through active marketing activities
                                                          • Figure 23: Market share of leading Western spirits players, by value, China, 2020, 2021 and 2022 (est)
                                                        • Diageo attracts audience from wide product portfolios
                                                          • Rémy Cointreau made progress in digital transformation
                                                            • Beam Suntory targets premium spirits category
                                                            • Marketing Activities

                                                              • Leading brands highlight their efforts in sustainability
                                                                • Figure 24: Rémy Martin partners with International Dark Sky Association, 2022
                                                                • Figure 25: Examples of spirits with sustainable practice in ingredient and production process, Global, 2022
                                                              • Immersive experience with the combination of brand heritage and art
                                                                • Figure 26: The Macallan Experience, China, 2021-22
                                                              • Creative packaging to attract Chinese consumers
                                                                • Figure 27: Western spirits featuring Chinese elements, China, 2021-22
                                                              • Collaboration with coffee brands blurs the boundary between drink categories
                                                                • Figure 28: Examples of collaboration between Western spirits and coffee brands, China, 2022
                                                              • A plethora of at-home cocktail making recipes offered by brands
                                                                • Figure 29: Examples of cocktail recipes offered by Western spirits brands, China, 2022
                                                            • New Product Trends

                                                              • New launches of flavoured spirits entice consumers to try
                                                                • Figure 30: New launches of flavoured spirits, China, 2021
                                                              • Lighter version of famed spirits spring up
                                                                • Figure 31: Examples of lighter version spirits, China, 2021-22
                                                              • RTD format is ready to disrupt the industry
                                                                • Figure 32: Examples of RTD launches from spirit brands, China, 2021-22
                                                                • Figure 33: Examples of RTD launches from spirit brands, Global, 2022
                                                              • Global: NFT products appear on the market
                                                                • Figure 34: Examples of NFT Western spirits, Global, 2021-22
                                                            • Consumption Change

                                                              • Consumers aged 25-39 are primary Western spirit consumers
                                                                • Figure 35: Consumption Change, China, 2022
                                                                • Figure 36: Consumption change – Have drunk Western spirits, by gender and age, China, 2022
                                                              • Brandy is favoured by mature consumers, while younger generations embrace broader spirit categories
                                                                • Figure 37: Consumption usage, China, 2022
                                                                • Figure 38: Consumption usage, by generation, China, 2022
                                                              • Premiumisation opportunities exist in niche spirits
                                                                • Figure 39: Consumption usage, by monthly personal income, China, 2022
                                                              • Transition from freshly made cocktails to RTD cocktails is observed
                                                                • Figure 40: Consumption change – Mixed drink, by city tier, China, 2022
                                                            • Consumption Frequency

                                                              • Gin enjoys highest category affinity
                                                                • Figure 41: Consumption Frequency, China, 2022
                                                              • Females are more likely to be frequent drinkers of niche spirits
                                                                • Figure 42: Consumption Frequency – Once a week or more, by spirit type and gender, China, 2022
                                                              • Consumers aged 25-29 show highest interest in future drinking
                                                                • Figure 43: Future trend, China, 2022
                                                            • Interest in Packaging

                                                              • Novel bottle shapes are the eye-catching purchase driver
                                                                • Figure 44: Interest in packaging, China, 2022
                                                                • Figure 45: Examples of spirits products with innovative bottle design, Global
                                                              • Communication via straightforward description
                                                                • Figure 46: Interest in Packaging – TURF Analysis, China, 2022
                                                              • Male consumers show higher interest in brand heritage and bottle design
                                                                • Figure 47: Interest in packaging, by gender, China, 2022
                                                                • Figure 48: Espolon Tequila
                                                              • Gin drinkers show higher interest in multiple packaging design aspects
                                                                • Figure 49: Interest in packaging, by Western spirits drinkers and gin drinkers, China, 2022
                                                            • Interest in Marketing Activities

                                                              • Offline tasting and promotion are the most attractive
                                                                • Figure 50: Interest in marketing activities, China, 2022
                                                                • Figure 51: Interest in marketing activities – Restaurant/bar activities, by age group, China, 2022
                                                              • Higher-income consumers prefer wider range of marketing activities
                                                                • Figure 52: Interest in marketing activities – Very much interested, by monthly personal income, China, 2022
                                                              • Set sensory experience as a tool to enhance Western spirits lovers’ affinity
                                                                • Figure 53: Interest in marketing activities – Very much interested, difference between total and any will drink Western spirits consumers China, 2022
                                                                • Figure 54: Vocktail – Virtual Cocktail
                                                              • Pilot art/design exhibitions in Eastern regions
                                                                • Figure 55: Interest in marketing activities – Selected activity, China, 2022
                                                            • Information Channel

                                                              • Shopping websites get influential power in communication
                                                                • Figure 56: Information channel, China, 2022
                                                              • Tier one citizens show a higher preference for offline channels
                                                                • Figure 57: Information channel – Offline, by city tier, China, 2022
                                                              • Whisky drinkers are not actively acquiring spirit knowledge
                                                                • Figure 58: Information channel – Selected channel, by spirit type, China, 2022
                                                                • Figure 59: Information channel – Selected channel, by city tier, China, 2022
                                                            • Attitudes Towards At-Home Cocktail Making

                                                              • Target at-home gathering consumption occasion
                                                                • Figure 60: Attitudes towards at-home cocktail making – Selected attitudes, China, 2022
                                                              • Preparation kit to simplify the making process
                                                                • Figure 61: Attitudes towards at-home cocktail making – Selected attitude, by age group, China, 2022
                                                                • Figure 62: Attitudes towards at-home cocktail making – Agree with selected attitude, by gender and age, China, 2022
                                                                • Figure 63: Empirical Old Fashioned Cocktail Kit, 2021
                                                              • Knowledge of mixology awaits to be promoted
                                                                • Figure 64: Attitudes towards at-home cocktail making – Selected attitude, by city tier, China, 2022
                                                                • Figure 65: Market activities featuring cocktail making, China, 2022
                                                            • Food Persona

                                                              • Who are they?
                                                                  • Figure 66: Food persona, China, 2022
                                                                  • Figure 67: Food persona, China, 2022
                                                                • Critical Shoppers are attention to description details
                                                                  • Figure 68: Food persona – Interest in packaging, China, 2022
                                                                • Critical Shoppers gain information from multiple channels
                                                                  • Figure 69: Food persona – Information channel – Repertoire, China, 2022
                                                              • Appendix – Market Size and Forecast

                                                                  • Figure 70: Retail volume sales and forecast of Western spirits, China, 2017-27
                                                                  • Figure 71: Retail value sales and forecast of Western spirits, China, 2017-27
                                                                  • Figure 72: Non-retail volume sales and forecast of Western spirits, China, 2017-27
                                                                  • Figure 73: Non-retail value sales and forecast of western spirits, China, 2017-27
                                                              • Appendix – Market Segmentation

                                                                  • Figure 74: Imported volume of Western spirits 2018-22(est), million litres
                                                                  • Figure 75: Imported value of Western spirits 2018-22(est), million RMB
                                                              • Appendix – Methodology and Abbreviations

                                                                • Methodology
                                                                  • Abbreviations

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