Alcoholic Drinks in China

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Market Research Report Alcoholic Drinks in China
Published by	Euromonitor International
Published	December 1, 2011	Product code	83941
Price	USD 1900 PDF by E-mail (Single User License)

Introduction

Introduction

Abstract

Why buy this report

Get insight into trends in market performance
Pinpoint growth sectors and identify factors driving change
Identify market and brand leaders and understand the competitive environment

Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Slower volume growth due to global financial meltdown

Total volume sales of alcoholic drinks have been affected slightly by the financial crisis, which pulled down the overall economic growth of China in 2008. Consumers reduced their spending as a result of the economic uncertainty. As such, imported products, such as whisk(e)y, brandy and cognac, saw less dynamic growth in 2008 than in previous years.

Local spirits production site severely damaged by earthquake

In May 2008, an earthquake occurred in Sichuan Province, which had a negative impact on some of the leading local spirits players. For instance, Sichuan Jian Nan Chun' s factory was heavily damaged, with around 40% of its spirits stock lost. Meanwhile, its distillery site was also hit by the earthquake, which is likely to have an impact on its supply of local spirits in 2009. Other smaller players in the earthquake zone were also affected.

Leading players targeting younger consumers

Many leading players in the alcoholic drinks market have sought to target younger consumers in order to increase revenues. The brewer Tsingtao has, for example, aimed to appeal to appeal to younger consumers with a campaign using the slogan "Tsingtao Beer, I am the Champion".

Specialist retailers become more important

In China, specialist retailers became increasingly important in sales of alcoholic drinks during the review period. Manufacturers, especially those in wines and spirits, paid increasing attention to specialist retailers, as it is easier for them to raise the brand profile of their products in specialist retailers, using point-of-sale marketing materials to draw attention to types of product with which Chinese consumers might be unfamiliar.

Growth forecast to be slower

Less dynamic economic growth is projected for China during the forecast period, which is likely to have a direct impact on consumer expenditure on many fast moving consumer products, including alcoholic drinks. The premium segment of alcoholic drinks will be affected most severely, because Chinese consumers are likely to cut their spending first on more expensive products.

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