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Description

Description

“High earners’ tendency to drink spirits during wider occasions, reflects the necessity for the high-end spirits brands to explore other occasions instead of concentrating on the gifting market. High-end baijiu brands could benefit from exploring a positioning as an indulgence by highlighting the pleasure of enjoying the products. Meanwhile, further premiumisation strategies could help Western spirits brands to tap into the high-end market, with the vast majority of high earners drinking Western spirits in the 12 months to July 2013.”

David Zhang, Research Analyst

Some questions answered in this report include:

 

  • What is the current state of the baijiu and Western spirit segments in China and what are the trends, drivers of and the barriers to growth?
  • What are consumers’ behaviour and attitudes towards both baijiu and Western spirits?
  • Where are the opportunities for growth in the spirit market in China?
  • What are the most important factors when Chinese consumers are buying spirits as gifts?
  • What is the future of the gift-buying segment of the spirit market given the pressure on the premium segment?

What's included

What's included

Table of contents

Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: China spirit market, value sales, 2008-18
                • Companies and brands
                  • Figure 2: Market shares of leading spirits manufacturers in China, by value, 2010-12
                • Yibin Wuliangye Co., Ltd.
                  • Kewichow Moutai Co., Ltd.
                    • Hubei Daohuaxiang Group
                      • Diageo Plc
                        • Pernod Ricard S.A.
                          • The consumer
                            • Chinese baijiu dominates the spirit market
                              • Figure 3: Types of spirits consumed in the past 12 months, July 2013
                            • Chinese consumers shows strong interest in new drinks amid health concerns
                              • Figure 4: Spirits drinking habits, July 2013
                            • Western spirits are more likely to be purchased from on-trade channels
                              • Figure 5: Purchase channels of baijiu and Western spirits in the past 12 months, July 2013
                            • Important features of spirits when gifting depend on recipient
                              • Figure 6: The most important factors for buying spirits as gifts, July 2013
                            • Attitudes towards buying spirits as a gift
                              • Figure 7: Attitudes towards buying spirits as a gift
                            • General attitudes towards spirits
                              • Figure 8: General attitudes towards spirits, July 2013
                            • Key trends
                              • Targeting female drinkers becomes increasingly important for growth
                                • The future of the high-end market
                                  • Gift-giving and spirit market
                                    • Online retail channels: reaching prospective consumers more effectively
                                      • What we think
                                      • The Market

                                        • Key points
                                          • Market size and forecast
                                            • Spirit market doubles in size from 2008-13
                                              • Figure 9: China value and volume retail sales of spirits, 2008-18
                                            • Growth rates expected to slow
                                              • Figure 10: China spirit market, value sales, 2008-18
                                              • Figure 11: China spirit market, volume sales, 2008-18
                                            • Market segmentation
                                              • Figure 12: China spirits market value sales by segment, 2008-13
                                            • Market drivers
                                              • From mingjiu (famous spirits products) to minjiu (spirits products for ordinary consumers)
                                                • The golden decade of baijiu market
                                                  • The plasticiser scandal
                                                    • Government introduces anti-extravagance campaign in 2012
                                                      • The transformation of the baijiu market
                                                        • The transformation from an investment-led economy to a consumption-driven one
                                                          • Figure 13: The growth rate of GDP and total retail sales of consumer goods, 2008-12
                                                        • Fighting the counterfeits
                                                          • Serious concerns over counterfeits
                                                            • Fighting the counterfeits and fake spirits
                                                              • Growing demand among women
                                                                • Standardisation of aged baijiu segment
                                                                • Companies and Brands

                                                                  • Key points
                                                                    • Brand share
                                                                      • Figure 14: Market shares of leading spirits manufacturers in China, by value, 2010-12
                                                                    • Advertising and innovation
                                                                      • Johnnie Walker and its campaigns
                                                                        • ‘Keep walking’ campaign embraces social media and targets young consumers
                                                                          • The controversial ‘change the game’ campaign brings Johnnie Walker under the spotlight
                                                                            • Bailey’s and its Guimi (sisterhood) Day campaign
                                                                              • Companies
                                                                                • Yibin Wuliangye Co., Ltd.
                                                                                  • Kewichow Moutai Co., Ltd.
                                                                                    • Hubei Daohuaxiang Group
                                                                                      • Diageo Plc
                                                                                        • Pernod Ricard S.A.
                                                                                        • The Consumer – Spirit Usage

                                                                                          • Key points
                                                                                            • Drinking occasions
                                                                                              • Figure 15: Different types of spirits consumed in the past 12 months, July 2013
                                                                                              • Figure 16: Repertoire of spirits consumed in different occasions in the past 12 months, July 2013
                                                                                            • baijiu
                                                                                              • Figure 17: Occasions when drinking Chinese spirits in the past 12 months, July 2013
                                                                                            • Women are more likely to drink Western spirits than baijiu
                                                                                              • Figure 18: Types of spirits drunk in the past 12 months, by gender, July 2013
                                                                                            • Baijiu is more appealing to consumers in their forties
                                                                                              • Figure 19: Types of spirits drunk in the past 12 months, by age, July 2013
                                                                                            • Income level has little impact on the penetration of baijiu
                                                                                              • Figure 20: Types of spirits drunk in the past 12 months, by personal income, July 2013
                                                                                            • Higher educational background leads to a higher penetration of Western spirits
                                                                                              • Figure 21: Types of spirits drunk in the past 12 months, by education background, July 2013
                                                                                            • Western spirits
                                                                                              • Affordability is a key barrier to usage across different types of Western spirits
                                                                                                • Figure 22: The correlation between Western spirit usage and demographic factors, July 2013
                                                                                              • Whiskies and gin are losing in the young consumer segment
                                                                                                • Brandies are more popular as drinks for business purposes
                                                                                                  • Older consumers are more willing to try different types of Western spirits
                                                                                                    • Figure 23: Repertoire of types of Western spirits drunk in the past 12 months, by age, July 2013
                                                                                                • The Consumer – Purchase Channels of Spirits

                                                                                                  • Key points
                                                                                                    • Purchase channels of baijiu and Western spirits
                                                                                                      • Figure 24: Purchase channels of baijiu and Western spirits in the past 12 months, July 2013
                                                                                                    • Drinking habits
                                                                                                      • Figure 25: Spirits drinking habits, July 2013
                                                                                                    • Health concerns curb spirits usage…
                                                                                                      • …especially among low earners
                                                                                                        • Strong interest in new drinks…
                                                                                                          • …peaks among top income consumers
                                                                                                          • The Consumer – Important Factors for, and Consumers’ Attitudes towards Buying Spirits Gifts

                                                                                                            • Key points
                                                                                                              • Important features of spirits when gifting depend on recipient
                                                                                                                • Figure 26: The most important factors for buying spirits as gifts, July 2013
                                                                                                              • Flavours take the lead when buying spirits as a gift for family members or close friends
                                                                                                                • Figure 27: The most important factors for buying spirits as a gift for family members or close friends, July 2013
                                                                                                              • Premium packaging is the most important factor for buying spirits as a gift for business purpose
                                                                                                                • Figure 28: The most important factors for buying spirits as a gift for business purpose, July 2013
                                                                                                              • Attitudes towards buying spirits as a gift
                                                                                                                • Figure 29: Attitudes towards buying spirits as a gift, July 2013
                                                                                                              • Stereotypical image limits the appeal of baijiu
                                                                                                                • Figure 30: Selected attitudes towards buying spirits as a gift, by age, July 2013
                                                                                                              • …but greater awareness of the traditional drink works in its favour
                                                                                                                • Figure 31: Selected attitudes towards buying spirits as a gift, by city tier, July 2013
                                                                                                              • Consumers expect local tailoring from Western brands
                                                                                                              • The Consumer – General Attitudes towards Spirits

                                                                                                                • Key points
                                                                                                                  • Widespread concerns linger about counterfeit spirits
                                                                                                                    • Figure 32: General attitudes towards spirits, July 2013
                                                                                                                  • Lack of trust continues to hamper baijiu
                                                                                                                    • Knowledge of spirits remains limited
                                                                                                                      • Spirits retain a strong role as status symbols
                                                                                                                        • Older consumers see Western spirits in a positive light when it comes to health
                                                                                                                          • Figure 33: Agreement with the statement ‘Western spirits do less harm to my health than Chinese baijiu’, by age, July 2013
                                                                                                                        • Women show positive attitudes towards Western spirits
                                                                                                                          • Figure 34: Agreement with the statement ‘It is worth paying more for Western spirits because they offer better quality’, by age and gender, July 2013
                                                                                                                          • Figure 35: Agreement on selected statements regarding baijiu and Western spirits, by gender, July 2013
                                                                                                                        • High earners hold the most positive views of Western spirits
                                                                                                                          • Figure 36: Selected attitudes towards spirits, by monthly household income, July 2013
                                                                                                                          • Figure 37: Selected attitudes towards spirits, by monthly household income, July 2013
                                                                                                                      • Key Issue – Targeting Female Drinkers Becomes Increasingly Important for Growth

                                                                                                                        • Key points
                                                                                                                          • Background
                                                                                                                            • Significantly more women drink Western spirits than baijiu
                                                                                                                              • Figure 38: Types of spirits drunk in the past 12 months, by gender, July 2013
                                                                                                                            • Western spirits can draw on their fashionable and exotic image to appeal to women…
                                                                                                                                • Figure 39: Agreement on selected attitudinal statements regarding spirits, by gender, July 2013
                                                                                                                                • Figure 40: The consumer segment of ‘‘uncritical admirers of Western spirits’’, by gender, July 2013
                                                                                                                              • … bottles and packaging tailored to the Chinese market are also important
                                                                                                                                • Mixability plays a key role for Western spirits when targeting women
                                                                                                                                  • Figure 41: Different types of spirits consumed in the past 12 months, by gender, July 2013
                                                                                                                                  • Figure 42: Consumers’ preferences over mixed beverages, by gender, July 2013
                                                                                                                                • Women show greater interest in the flavours when buying Western spirits as gifts
                                                                                                                                  • Figure 43: ‘‘Flavour the recipient likes’’ as an important factor when buying Western spirits as gifts for special occasions, by gender, July 2013
                                                                                                                                • Premium products are more attractive to women in their forties
                                                                                                                                  • Figure 44: Agreement of the statement ‘It is worth paying more for Western spirits because they offer better quality’, by age and gender, July 2013
                                                                                                                                • Women tend to drink Western spirits on a wider range of occasions than baijiu
                                                                                                                                  • Figure 45: Repertoire of occasions on which spirits are consumed, by type, by gender, July 2013
                                                                                                                                • What it means
                                                                                                                                • Key Issue – The Future of the High-End Market

                                                                                                                                  • Key points
                                                                                                                                    • Background
                                                                                                                                      • Spirits tend to be seen as reflecting social status
                                                                                                                                        • High earners tend to drink on a wider range of occasions…
                                                                                                                                          • Figure 46: agreement with the statement ‘I only drink on certain occasions’, by monthly personal income, July 2013
                                                                                                                                        • … and they are more willing to try different brands of spirits
                                                                                                                                          • Figure 47: agreement with the statement ‘I am interested in trying new spirit types or brands I have not drunk before’, by monthly personal income, July 2013
                                                                                                                                        • Western high-end spirits tend to appeal more to the high-earning consumers in China
                                                                                                                                          • Figure 48: Spirits consumed in the past 12 months, by types of spirits and personal monthly income, July 2013
                                                                                                                                        • Western spirit brands could benefit from targeting the expert consumer segment with their high-end offerings
                                                                                                                                          • Figure 49: agreement with the statement ‘It is worth paying more for Western spirits because they offer better quality’, by consumer segment, July 2013
                                                                                                                                          • Figure 50: Selected attitudes to spirits, by consumer segments, July 2013
                                                                                                                                        • What it means
                                                                                                                                        • Key Issue – Gift-Giving and the Spirit Market

                                                                                                                                          • Key points
                                                                                                                                            • Background
                                                                                                                                              • Spirits remain popular gifts
                                                                                                                                                • baijiu is widely seen as more suitable as a gift…
                                                                                                                                                  • Buying baijiu as a gift is more popular among men
                                                                                                                                                    • Figure 51: Selected attitudes towards buying spirits as gifts, by gender, July 2013
                                                                                                                                                  • Consumers from smaller cities are more willing to buy baijiu as a gift
                                                                                                                                                    • Figure 52: Selected attitudes towards buying spirits as gifts, by city tier, July 2013
                                                                                                                                                  • …but Western spirits are gaining momentum
                                                                                                                                                    • Figure 53: Agreement with the statement ‘It shows that I have good taste if I buy Western spirits as gifts rather than Chinese baijiu’, by city tier, July 2013
                                                                                                                                                  • Price is more important when buying spirits as a gift for family members and close friends than for business
                                                                                                                                                    • Figure 54: importance of price when buying spirits as a gift, by types of gift recipients, July 2013
                                                                                                                                                  • Baijiu
                                                                                                                                                    • Western spirits
                                                                                                                                                      • Premium packaging tends to be more important when it comes to gift buying for business purposes
                                                                                                                                                        • Figure 55: The most important factors for buying festive food as a gift for special occasions, July 2013
                                                                                                                                                      • Baijiu
                                                                                                                                                        • Western spirits
                                                                                                                                                          • What it means
                                                                                                                                                          • Key Issue – Online Retail Can Help Brands Reach Customers Directly

                                                                                                                                                            • Key points
                                                                                                                                                              • Counterfeit products remain an issue in the spirits market
                                                                                                                                                                • Background
                                                                                                                                                                  • Consumer confidence in spirits has been widely affected
                                                                                                                                                                    • Existing distribution platform hampers online growth of large baijiu brands
                                                                                                                                                                      • Smaller brands are free to expand online
                                                                                                                                                                        • Western spirits
                                                                                                                                                                          • Women are more likely to buy spirits online
                                                                                                                                                                            • Figure 56: Purchase of spirits from online retail channels in the past 12 months, by gender, July 2013
                                                                                                                                                                          • High earners are more likely to buy spirits online
                                                                                                                                                                            • Figure 57: purchase of spirits from online retail channels in the past 12 months, by monthly personal income, July 2013
                                                                                                                                                                          • What it means
                                                                                                                                                                          • Appendix – Spirits Consumed in Past 12 Months

                                                                                                                                                                              • Figure 58: Spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 59: Spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 60: Most popular spirits consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 61: Next most popular spirits consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 62: Most popular Western spirits consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 63: Next most popular Western spirits consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 64: Most popular Chinese baijiu consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 65: Next most popular Chinese baijiu consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 66: Most popular whisky consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 67: Next most popular whisky consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 68: Most popular brandy/cognac consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 69: Next most popular brandy/cognac consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 70: Most popular gin consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 71: Next most popular gin consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 72: Most popular vodka consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 73: Next most popular vodka consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 74: Most popular tequila consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 75: Next most popular tequila consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 76: Most popular rum consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 77: Next most popular rum consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 78: Most popular liqueur consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 79: Next most popular liqueur consumed in past 12 months, by demographics, July 2013
                                                                                                                                                                          • Appendix – Repertoire Analysis

                                                                                                                                                                              • Figure 80: Repertoire of Western Spirits consumed in past 12 months (Western), July 2013
                                                                                                                                                                              • Figure 81: Repertoire of Western spirits consumed in past 12 months (Western), by demographics, July 2013
                                                                                                                                                                              • Figure 82: General attitude towards spirits, by repertoire of Western spirits consumed in past 12 months (Western spirits), July 2013
                                                                                                                                                                              • Figure 83: Repertoire of spirits consumed occasions in past 12 months, July 2013
                                                                                                                                                                              • Figure 84: Repertoire of Western spirits consumed occasions in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 85: Repertoire of Chinese spirits consumed occasions in past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 86: Spirits drinking habits, by repertoire of Western spirits consumed (occasions) in past 12 months, July 2013
                                                                                                                                                                              • Figure 87: Spirits drinking habits, by repertoire of Chinese spirits consumed (occasions) in past 12 months, July 2013
                                                                                                                                                                          • Appendix – Spirits Drinking Habits

                                                                                                                                                                              • Figure 88: Spirits drinking habits, July 2013
                                                                                                                                                                              • Figure 89: Most popular spirits drinking habits, by demographics, July 2013
                                                                                                                                                                              • Figure 90: Next most popular spirits drinking habits, by demographics, July 2013
                                                                                                                                                                              • Figure 91: Spirits drinking habits, by spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 92: Spirits drinking habits, by most popular Western spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 93: Spirits drinking habits, by next most popular Western spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 94: Spirits drinking habits, by most popular Chinese baijiu consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 95: Spirits drinking habits, by next most popular Chinese baijiu consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 96: Spirits drinking habits, by most popular whisky consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 97: Spirits drinking habits, by next most popular whisky consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 98: Spirits drinking habits, by brandy/cognac consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 99: Spirits drinking habits, by gin consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 100: Spirits drinking habits, by vodka consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 101: Spirits drinking habits, by tequila consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 102: Spirits drinking habits, by rum consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 103: Spirits drinking habits, by liqueur consumed in past 12 months, July 2013
                                                                                                                                                                          • Appendix – Purchase Channel of Spirits in the Past 12 Months

                                                                                                                                                                              • Figure 104: Purchase channel of spirits in the past 12 months, July 2013
                                                                                                                                                                              • Figure 105: Most popular purchase channel of Western spirits in the past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 106: Next most popular purchase channel of Western spirits in the past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 107: Other purchase channel of Western spirits in the past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 108: Most popular purchase channel of Chinese spirits in the past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 109: Next most popular purchase channel of Chinese spirits in the past 12 months, by demographics, July 2013
                                                                                                                                                                              • Figure 110: Other purchase channel of Chinese spirits in the past 12 months, by demographics, July 2013
                                                                                                                                                                          • Appendix – The Most Important Factors for Buying Spirits as Gifts

                                                                                                                                                                              • Figure 111: The most important factors for buying spirits as gifts, July 2013
                                                                                                                                                                              • Figure 112: The most important factors for buying spirits as gifts – Gifting for my family, by demographics, July 2013
                                                                                                                                                                              • Figure 113: The next most important factors for buying spirits as gifts – Gifting for my family, by demographics, July 2013
                                                                                                                                                                              • Figure 114: The other important factors for buying spirits as gifts – Gifting for my family, by demographics, July 2013
                                                                                                                                                                              • Figure 115: The most important factors for buying spirits as gifts – Gifting for business purpose, by demographics, July 2013
                                                                                                                                                                              • Figure 116: The next most important factors for buying spirits as gifts – Gifting for business purpose, by demographics, July 2013
                                                                                                                                                                              • Figure 117: The other important factors for buying spirits as gifts – Gifting for business purpose, by demographics, July 2013
                                                                                                                                                                              • Figure 118: The most important factors for buying spirits as gifts – Gifting for special occasions, by demographics, July 2013
                                                                                                                                                                              • Figure 119: The next most important factors for buying spirits as gifts – Gifting for special occasions, by demographics, July 2013
                                                                                                                                                                              • Figure 120: The other important factors for buying spirits as gifts – Gifting for special occasions, by demographics, July 2013
                                                                                                                                                                          • Appendix – Attitudes towards Buying Spirits as Gifts

                                                                                                                                                                              • Figure 121: Attitudes towards buying spirits as gifts, July 2013
                                                                                                                                                                              • Figure 122: Most popular attitudes towards buying spirits as gifts, by demographics, July 2013
                                                                                                                                                                              • Figure 123: Next most popular attitudes towards buying spirits as gifts, by demographics, July 2013
                                                                                                                                                                          • Appendix – General Attitude towards Spirits

                                                                                                                                                                              • Figure 124: General attitude towards spirits, July 2013
                                                                                                                                                                              • Figure 125: Agreement with the statement ‘The spirits you drink reflect your social status’, by demographics, July 2013
                                                                                                                                                                              • Figure 126: Agreement with the statement ‘It makes me look more fashionable to drink Western spirits than Chinese baijiu’, by demographics, July 2013
                                                                                                                                                                              • Figure 127: Agreement with the statement ‘Drinking Western spirits is a reflection of good taste’, by demographics, July 2013
                                                                                                                                                                              • Figure 128: Agreement with the statement ‘Western spirits do less harm to my health than Chinese baijiu’, by demographics, July 2013
                                                                                                                                                                              • Figure 129: Agreement with the statement ‘I would like to see more spirit products providing health benefits’, by demographics, July 2013
                                                                                                                                                                              • Figure 130: Agreement with the statement ‘Claims of Western spirits are more trustworthy than those of Chinese baijiu’, by demographics, July 2013
                                                                                                                                                                              • Figure 131: Agreement with the statement ‘Recent scandals of Chinese baijiu have reduced my trust in its quality’, by demographics, July 2013
                                                                                                                                                                              • Figure 132: Agreement with the statement ‘I worry about counterfeit/copycat spirits when buying premium spirits’, by demographics, July 2013
                                                                                                                                                                              • Figure 133: Agreement with the statement ‘I see no difference between various types of Western spirits’, by demographics, July 2013
                                                                                                                                                                              • Figure 134: Agreement with the statement ‘I don’t know much about spirits’, by demographics, July 2013
                                                                                                                                                                              • Figure 135: Agreement with the statement ‘Western spirits are overpriced’, by demographics, July 2013
                                                                                                                                                                              • Figure 136: Agreement with the statement ‘It is worth paying more for Western spirits because they offer better quality’, by demographics, July 2013
                                                                                                                                                                              • Figure 137: General attitude towards spirits, by most popular spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 138: General attitude towards spirits, by next most popular spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 139: General attitude towards spirits, by most popular Western spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 140: General attitude towards spirits, by next most popular Western spirits consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 141: General attitude towards spirits, by most popular Chinese baijiu consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 142: General attitude towards spirits, by next most popular Chinese baijiu consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 143: General attitude towards spirits, by most popular whisky consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 144: General attitude towards spirits, by next most popular whisky consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 145: General attitude towards spirits, by most popular brandy/cognac consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 146: General attitude towards spirits, by next most popular brandy/cognac consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 147: General attitude towards spirits, by most popular gin consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 148: General attitude towards spirits, by next most popular gin consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 149: General attitude towards spirits, by most popular vodka consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 150: General attitude towards spirits, by next most popular vodka consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 151: General attitude towards spirits, by most popular tequila consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 152: General attitude towards spirits, by next most popular tequila consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 153: General attitude towards spirits, by most popular rum consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 154: General attitude towards spirits, by next most popular rum consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 155: General attitude towards spirits, by most popular liqueur consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 156: General attitude towards spirits, by next most popular liqueur consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 157: General attitude towards spirits, by most popular Chinese baijiu consumed in past 12 months, July 2013
                                                                                                                                                                              • Figure 158: General attitude towards spirits, by next most popular Chinese baijiu consumed in past 12 months, July 2013
                                                                                                                                                                          • Appendix – Segmentation

                                                                                                                                                                              • Figure 159: Target groups, July 2013
                                                                                                                                                                              • Figure 160: Target groups, by demographics, July 2013
                                                                                                                                                                              • Figure 161: Spirits consumed in past 12 months, by target groups, July 2013
                                                                                                                                                                              • Figure 162: General attitude towards spirits, by target groups, July 2013

                                                                                                                                                                          About the report

                                                                                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                          • The Consumer

                                                                                                                                                                            What They Want. Why They Want It.

                                                                                                                                                                          • The Competitors

                                                                                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                                                                                          • The Market

                                                                                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                          • The Innovations

                                                                                                                                                                            New Ideas. New Products. New Potential.

                                                                                                                                                                          • The Opportunities

                                                                                                                                                                            Where The White Space Is. How To Make It Yours.

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                                                                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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