China’s Wine & Spirit

Industry Barometer
Report
October 2022
CONTENT OUTLINE

1. Introduction to the Wine and Spirits market in China 03

2. Wine trends in China 07

3. Whisky and brandy trends in China 19

4. Domestic industry competitors in China 29

INTRODUCTION TO THE WINE AND SPIRITS
MARKET IN CHINA
 China’s alcohol consumption mostly revolves around beer and baijiu
China’s overall alcoholic drinks revenue is increasing, with spirit, beer, and wine being the top three revenue generating
segments.
Alcoholic drinks revenue distribution by Alcoholic drinks revenue in China
segments in China (in billion USD)
(2021)

Ciders & Rice wine, 4.7% Hard Seltzers, 0.2%

Wine, 8.2% 357.77

341.55
311.83 319.84
301.13

2020 2021 E2022 E2023 E2024

Spirits, 47.8%
Spirits revenue in China by segment
(in billion USD)
Beer, 39.1% 1.6
1.11 3.25

1.08 3.07
Source: Statista (2022) 2.96 159.4
152
144.4
• By revenue, spirits lead the alcoholic drinks market in China, which is
dominated by liquors, specifically Baijiu. 2021 E2022 E2023
• Still wine is also taking the most revenue share when compared to
fortified wine and sparkling wine. Liquors & other spirits Brandy Whisky

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 Young consumers are driving the Chinese alcohol market
Generation Z consumers are a key target demographic for growth in the alcohol market in China.
China’s top 10 bottled wine-consuming provinces by value

Evolving demographics of China’s alcohol consumers: 9 Liaoning Province

US$34.9 million

• Gen Zs are becoming the main force of the alcohol

market in China, regarding the number of consumers
and per capita consumption levels. 5 Beijing
US$136.1 million

• Among them, female consumers are a growing

demographic in wine consumption. 6 Tianjin
US$124.6 million
Wine, western spirits, beer, and ready-to-drink
•
cocktails are generally preferred by the youngsters. 7 Shandong Province
US$111.6 million
• Low-alcohol, fruity, and unique (collaboration with
other brands) drinks are also favored by this group. 8 Jiangsu Province
US$79.7 million

• In terms of location, younger consumers in tier 4

cities have the largest consumer size and highest
2 Shanghai
US$735.5 million
growth rate compared to 1st, 2nd, and 3rd tier cities.
10 Sichuan Province
US$20.1 million 3 Zhejiang Province
US$189.1 million
Source: CBNData

4 Fujian Province
US$136.3 million
1 Guangdong Province
US$909.8 million
Source: International Wine and Spirit Competition

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 European wines and brandies dominate Chinese imports
France is the largest alcoholic beverage exporter to China by value with US$847 million in the first half of 2022.

China’s alcoholic import value in 2021 Top 10 alcohol beverage exporters to China by value
(in billion US$) in the first half of 2022

France 37.18%
2.5 1.69 0.12
U.K. 9.04%

Chile 8.31%
Spirits Wine Beer
Japan 4.96%

Spirit has the highest import value for China in 2021 followed by wine. Germany 4.84%
Brandy is the largest imported spirit, accounting for 68% of the spirit’s
import value. Italy 4.02%

Spain 3.97%
China’s spirits import value in 2021
1.70 (in billion US$) South
3.86%
Korea
0.46 U.S.
0.15 3.43%
0.03 0.01 0.01 0.01

Brandy Whisky Liquor Vodka Gin Tequila Rum Source: China Chamber of Commerce For
Belgium 2.74%
Import and Export of Foodstuffs, Native
Source: China Association for Imports and Exports of Wine and Spirits Produce And Animal

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WINE TRENDS IN CHINA
 Red wine is by far the most popular type of wine in China
China is predicted to be the world’s second-largest wine market by 2023 as wine popularity spreads through the country

Content on the Internet involving bar visits, first-class plane

Red wine is the most preferred type, with experiences, and high-end hotel experiences, red wine has emerged
94% of respondents stating to have bought as a key comparative item for many online experience bloggers.
or consumed red wine in the past year.
Occasions which red wine frequently appeared on social media
White wine is relatively more popular for
those aged 26-45 and possesses 30.6% Vacations (度假)
intermediate wine knowledge.
23.4% Parties (聚会)
Champagne and sparkling wine are
favored among young consumers and
higher earners. 11.8% Dates (约会)

Types of wines consumed by wine consumers 10.9% Gift-giving (送礼)

in China
94% (2020)
8.6% Dinners (晚餐) The phrase “gift box (礼盒)”
for red wine is commonly
35% used, indicating Red wine’s
25% 6.4% Birthday (生日)
13% prominent reputation as a
gift in China.
Red wine White wine Champagne Rosé 4.6% Weddings (婚礼)
Source: Hong Kong Trade Development Council Research (2020) Source: Social listening by Daxue Consulting

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 Douyin and influencer marketing are key strategies to capture the rising digital market
Offline channel is the go-to method to buy wine; Douyin is on the rise as a platform for wine marketing strategy,
especially to reach young consumers.

The pandemic correlated with an increase of 10% and 5.8% New media platforms targeting young consumers such as Douyin
y-o-y in online wine purchases in 2020 and 2021 and LRB are frequently utilized by various brands to establish
respectively. communications with the said customer segment.

Wine sales by channel in China (2017-2021)

For those wine lovers at entry level, it can take advantage of celebrity
promotion and live stream shopping. Now some new media are developing
very well. Retailer
79.9% 74.1%
91.6% 88.7% 86.9%
Currently, Douyin short videos, for the promotion and
advertising of wine, have a certain effect.
Importer / Distributor
20.1% 25.9%
8.4% 11.3% 13.1%

2017 2018 2019 2020 2021 People who are born after the year 2000 prefer to buy wines
recommended on Douyin. Advertisement, celebrity promotion,
Online Offline Livestream on Douyin, and other new media are also beneficial.
Source: Statista (2022)

Source: Interview by Sopexa

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 Low-alcohol wines benefit from a boost in health awareness in China
Health is one of the main motivations for the Chinese to drink wine.

As health is a significant factor in consuming alcohol in China,
low-alcohol wine has gained in popularity. As well as wine
bars, a place where consumers can purchase wine in glasses
instead of bottles.
The idea of wine being healthy was particularly common
among respondents in the 36-45 (59%) and 46-55 (55%) age
groups, mentioning that “drinking wine is good for health”
Reasons Chinese consumers say they drink wine (2020)
Health
Due to the growing health conscious of
Chinese people, low-alcohol, no-alcohol, low-
sugar, etc. are becoming an emerging trend.
Rosé wine is growing in Chinese
consumers, as it has a low alcohol
content, a refreshing all-around taste,
and a nice color.
Rosé is also often featured in photos
taken and posted by bloggers on Weibo
and RED and is associated with a high
click-rate.
54%

The expression of a tasteful life 39%

Nowadays, consumers are looking for low-alcohol wines, such as

Taste preference 37% semi-sweet Riesling, which is popular because of its refreshing
taste and moderate sweetness.
HORECA Professional
Relieving stress 37%
Source: Interview by Sopexa

Source: Hong Kong Trade Development Council (2020)

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 Economic downturns and international tensions contributed to a drop in wine imports
The volume of wine imported to China has been decreasing over the past two years, international tensions toss-up the
top wine-exporting countries. Top 10 wine exporters to China by value in 2021
The lack of wine awareness among Chinese consumers means they are (in million US$)
less likely to invest in trying wines from different origins.
France 753
China’s wine imports
Import volume (in million liters) Import value (in million USD)
Chile 332
2,780 2,850
2,430
1,850 1,724 Italy 165

746 687 610

430 426 Spain 146

2017 2018 2019 2020 2021

Australia 55
Source: China Customs

Source: China Association Imports and Exports of Wine and `Spirits (2022)
There is no depth in the mind of consumer for wines that
have not been heard of in uncertain regions/varieties, etc.,
and there is a conservative mentality to try them. French wines are dominating the market. However, the cost
Importer / Distributor of production and importation have increased drastically due
to pandemic prevention measures and the war in Ukraine.
Source: Interview by Sopexa

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 With affordable, quality wine, Chile reaps the benefits of Australia’s wine taxes
Wine from Chile is on the rise, thanks to quality improving drastically while staying affordable.

How Chilean wines gained traction on the Chinese market

• Chilean premium wines are gaining popularity in China due to its
premiumization trend.
Zero-tariff on Chilean wines exported to China in
• Chile is also the largest bulk wine supplier to China in 2021 with a
2015 which soared in sales. China then became
58.91% market share, representing a growth of 101.57% by value.
the number one export destination for Chilean
bottled wine.

Source: Vino Joy News (2022)

Chilean wine exports to China Chilean wines offer great “price-for-value” (性价
比), a trait highly valued by Chinese consumers,
Wine Category 2020 2021 % Change due to its established procedures and techniques
in making wine and relatively low labor costs.
Sparkling Wine $70,439 $82,809 +17.6%
Source: Asia Wine News
Still wines in containers of <2 L $77,777,082 $110,218,773 +41.7%

Still wines in containers of between

$159,948 $364,940 +128.2%
2 and 10 L

Still wines in containers of >10 L $16,393,966 $27,848,134 +69.8%

Source: China Customs (2022)

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 Chinese wines fight an uphill battle against imports
The volume of domestic wine production has been decreasing from 2016 to 2020. First, low yields and high costs have
driven out early investors. Second, structural problems such as climate, technical constraints, and low productivity
facing wineries have caused Chinese wines to be less competitive compared to imported wines.

The 5 major wine producing regions in China:

China’s domestic wine production volume

(in millions hectoliter) Ningxia, particularly
the Eastern Helan
11.3 Mountain Foothills. Huailai and Changli
10.01 in the Hebei region.

6.29
4.51 4.13 Turpan and Hoxud in the
Xinjiang region, which
produces Cabernet
Sauvignon, Cabernet Franc,
and Chardonnay.
Shandong, specifically
2016 2017 2018 2019 2020 Yantai, Penglai, and Qingdao,
Source: International Wine & Spirits Competition Ltd.
is China’s largest wine region.
It produces over 40% of the
Yunnan province is
country’s wine.
growing a variety of
Cabernet.

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 China’s young wine industry fights an uphill battle against imported wines
Although production has decreased overall, experienced consumers who favor domestic consumption drive the
Chinese fine wines market

Domestic Wine Imported Wine

• No set criteria for selecting vineyard locations • Imposes specific and strict requirements on
Wine grape • Lack of expertise in soil management and the grapes
assessment and cultivation techniques • Official varietals and growing instructions

Wine-making • Still introducing equipment and ideas • Wine-making techniques and experiences
philosophy & technique • More time is needed to cultivate the sector have been handed down for decades, even
centuries

Laws & regulations • Underdeveloped • Long-established laws

Wine offerings • Limited number of wine offerings • Diverse options with unique feature

• Not as suitable as other wine-growing • Traditional wine-growing regions in other

Climate difference nations countries have less rainfall during the
• China’s grapes ripen during the rainy season ripening period

Source: GLG

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 The domestic wine industry is maturing
Changyu, both the largest and oldest winery in China, has spearheaded the rise of Chinese fine wines

Château Changyu–Moser XV (张裕摩塞尔十五世酒庄)

• Driven by direct sales, the historical winery actively

leveraged new digital tools such as livestreaming and
e-commerce stores to reach its young and tech-savvy
consumers directly.
• In 2021, Changyu’s revenue from direct sales jumped
by 53.4% y-o-y, totaling RMB 689 million.
• Undergone a major strategic reform: from using
province-level distributors, in which its brands and
new products often failed to stand out, to setting up
six sales division systems for its four flagship
products, imported products, and online sales.

Source: Vino Joy

More and more consumers begin to drink Chinese fine wines. Because
on the one hand, the national self-confidence has been enhanced, on
the other hand, Chinese fine wineries have a history of 20-30 years to
make good wines.
HORECA Professional
Source: Changyu
Source: Interview by Sopexa

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 Case study – Penfolds
Penfolds’ strategy in China: localizing production to regain market shares

The company had signed an agreement with the China Alcoholic Drinks Association
(CADA), the country’s main alcohol industry body, to build the Chinese wine industry
through technical knowledge and expertise exchange in China. TWE says the
agreement is testimony to the company’s commitment to partnerships with the
Chinese wine industry and the strong equity that the Penfolds brand has established
with its consumers in China.
“China is an emerging fine winemaking region and we’re confident we can produce a
premium Chinese Penfolds that maintains the distinctive Penfolds’ house style and
uncompromising quality,” said Mr. Ford, the Chief Executive.
Wechat official account & mini program
Weibo official account
Penfolds奔富| 不凡空间
Penfolds奔富| 66K followers

SOCIAL MEDIA
Content strategy: frequent engagements with
followers on Weibo by product news, event
news, seasonal greetings; Comprehensive
CRM mechanism by Wechat mini program

The mini program introduces the brand, its heritage,

showcase full collections of products, display online
and offline buying channels, and directly connect
with e-stores.

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 Case study – Penfolds
Penfolds develops products specifically geared towards the Chinese market and promotes them through major events
Product strategy Participation in China International Consumer Products Expo (CICPE)
▪ First China version of Penfolds priced at This edition marked the debut of Penfolds, which created a space-themed exhibition with
between ¥ 140 and ¥ 240 a bottle, the China-exclusive launches. This included a 177th-anniversary Tribute wine series and a
wine will be made mainly from cabernet limited edition console with space for two special magnums.
sauvignon grape variety sourced from
primary winemaking region in Ningxia.

▪ Tribute 177, this Cabernet-based wine, is

made from Californian grapes instead of
the heavily levied Australian ones and is
to be created exclusively for VATS Liquor
Store for the mainland Chinese market
only.
Big announcement to launch China-exclusive products
▪ A Chinese vintage product will also be
launched in late 2022. ‘Tribute 177′ is described as a limited edition release, and
don’t expect to find this wine anywhere else as it is
“exclusively tailored for the Chinese market,” the company
executives announced at the China International Consumer
Products Expo held in Hainan, July 2022.
The advertisement features a locally famous actor as
campaign ambassador, with the tagline of “Venture Beyond”,
Special bottle declaring the ambition that Penfolds holds for Chinese
Lot.518 / 618 California series market.
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 Case study – Penfolds
Brand building and educating customers are important strategies for foreign winemakers

KEY FINDINGS
TWE, the biggest exporter of Australian wine to China bore the brunt of loss due to China imposed steep 218% tariffs on Australian
wine in 2020, Wine exports as a result plunged from AU$1.2 billion to just AU$200 million within a year. The ‘Made in China’ approach
will play a significant role to circumvent the Chinese tariffs

OUR INSIGHTS
Chinese wine drinkers are generally less aware of brands. “Made in China Penfolds” is catching up well on the trend that domestic
wine is reaping the benefits of Chinese wine consumers growing confidence in home-grown product.
BRAND BUILDING IS CRUCIAL
▪ Brand building strategies target on end consumers is important to gain awareness and visibility with pull effect to penetrate the
market
▪ Brand communication campaign to tell story about the “reborn” of this iconic south Australian brand with authentic Chinese DNA
could be a tactic approach to draw consumers attention and create interests to drive the buying motivation.
TARGET ON “NEW” CONSUMERS TO “GROW TOGETHER”
▪ Through the China strategy, Penfolds might want to target on the “newbies” of the wine category because the group of consumers
are young, relatively new to the category, have little knowledge and experience but looking for excitement and open to new.
▪ With China exclusive series to begin with, Penfolds could grow these consumers into more sophisticated and frequent drinkers in the
future with the full range product portfolio and its brand power.
▪ Promotions, discounts, loyalty schemes, and fun and experiential social events might be the driven for their interest to trying out the
new product

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WHISKY AND BRANDY TRENDS IN CHINA
 European spirits are at the top of whisky and brandy imports
In China, the top origin of cognac is France, and the top origin of whisky is the UK.

French brandy is ranked first among brandies terms of

imported value, undoubtedly dominating the Chinese
import market with around 98.8% (US$1.68B) market
share in 2021.
Source: Statista (2022)
Star brandy products are surely from three spirits companies: Remy
Martin, Hennessy, and Martell, which have an absolutely
overwhelming market share.
Retailer

The United Kingdom is the top exporter to China for

whisky, taking 80.1% (US$ 371.74M) of the Chinese
The price range of VSOP & XO is around 400-500RMB & 1400-
whisky import market share in 2021. 2000RMB respectively. Above 2000RMB the product price is
directly to 18,000 RMB. … the price of cognac is relatively higher.
Taking the second rank, Japanese whisky captured Retailer
10.91% (US$50.61M) market share in China.
Source: Interview by Sopexa
Source: Statista (2022)

• Cognac is often consumed during dinner and other social events, usually
mixed with ice or as a cocktail.
• Chinese also prefer high-end cognac as its consumption is motivated by
business and social drinking. Its packaging is also important in China, such
as French cognac, including the 3 major brands, often offers elaborate and
premium packaging.

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 Brandy and whisky are mainly consumed in specialized bars or at home
For both brandy and whisky, offline channels make up the majority of sales in the Chinese market.
Brandy and whisky revenue in China, by place of
purchase
Brandy like VSOP grade is mostly consumed in KTV or bars, and
(in billion US$)
premium brandy of XO grade or above is widely consumed in high-
3.07
end hotels and private clubs, etc. There are many rich people who
2.79 2.9 2.99
2.59 2.69 buy them for their collections.
HORECA Professional
Source: Interview by Sopexa

0.45 0.42 0.43 0.48 0.53 0.56

French brands dominate the Brandy market due to its high

2020 2021 E2022 E2023 E2024 E2025 industry concentration, such as:

At home Out of home

Source: Statista (2022) Hennessey Remy Martin Martell

• Whisky is viewed as a “trendy” drink in China, which has attracted

an increasing number of young consumers.
• Whisky bars are also popping up and becoming popular in China.

There appear many popular whisky bars crowded with young people Brandy is also a must-have product in bars and nightclubs
recently in China cities, which cater to their social attributes. Whisky and has an especially high demand in the Guangdong and
bars also play a role in educating consumers and promoting the Fujian province.
development of whisky in China.
HORECA Professional
Source: Interview by Sopxa
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 Brandy and whisky are considered status symbols in China
Usually consumed by wealthier consumers, both brandy and whisky have their unique values to Chinese people.

VS

• An important symbol of France, which is often paired with French A high-end image is correlated in China, with buzzwords
food (法餐) like lobster (龙虾) and foie gras truffle (鹅肝松露). related to locations such as: “whisky bar (威士忌吧)," "Hong
• An emotional value linked to romance, where gifts for Tanabata Kong (香港)," "Shanghai (上海)," "Beijing (北京)" and other
(七夕送礼) are used by brandy labels and marketing campaigns. first-tier cities and professional tasting venues.

Topics most associated with brandy on Chinese social media (2021) An emotional value is linked to relieving bitterness and
easing the mood, with expressions like "rainy season (雨季)"
and "twilight (黄昏)" being considered whisky season.
27.9% 18.8% 15.3%
Whisky drinkers typically have a high standard of living and
Parties Vacations Dates focus on enjoyable consumption.
` Chinese also often pair
(聚会) (度假) (约会) Whisky with "nuts (坚果)”- a high-end snack in China.

33.2% 7.0% 4.6% ”Premium (高级感)" is also a popular term in whiskey

packaging design .
Bars Hotels Entertainment Venues
(酒吧) (酒店) (夜店) Source: Social listening by Daxue Consulting

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 Case study – Macallan
Macallan aims to enhance premium brand image through quality posts and collaborations with lifestyle KOLs and
KOCs

PREMIUMIZATION – stay premium on the top prioritized markets

Macallan has identified a great potential for reaching more consumers in China who are
eager to discover premium spirits. The company has announced that they will continue to
invest in this strategy whilst maintaining their commitment to quality and premiumisation
of the channels that they operate in.
RED official account
MACALLAN | 2953 followers Weibo official account
TheMacallan| 73K followers

Weibo KOL Collaboration

周小晨kiki | 3.4M followers
RED KOC collaborations
啃老师陪你喝一杯 | 144K followers

In December 2021, Macallan opened an

immersive exhibition in Shanghai to
translate its heritage and history to
potential customers. The exhibition,
called The Macallan Experience, comes
on the heels of the increased demand
for premium whiskies by consumers in
the Asia Pacific market.

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 Case study – Macallan
Macallan base their marketing strategy on cross-border collaboration and pop-up exhibitions in major cities

SUSTAINABILITY – a noteworthy trend for the alcohol beverage segment in China

▪ Macallan has put into place a sustainability plan. In 2021, it has launched a new collection – The Macallan Harmony Collection Rich Cacao,
with 100% recyclable packaging.
▪ This year, Macallan continued their partnership with Bentley Motors to announce the creation of Macallan Horizon, the prototype fuses
traditional craftsmanship, upcycled, or ethically sourced material, reflecting the sustainability core and the ambitions to build a sustainable
future of both brands. The product will launch in summer 2023.

The partnership started in July 2021, Macallan and Bentley announced again the strategic
partnership in August 2022, presenting the Macallan Horizon, a “highly innovative limited edition
single malt whisky being created by the brands”.

These 2 brands united by a long-term vision of a more sustainable future and a shared dedication
to innovation and excellence. While this partnership recognises the provenance and deep heritage
rooted in both brands, the focus is set on looking forward together to collaborate on innovative
products, immersive experiences, and captivating storytelling.

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 Case study – Macallan
Expanding to northern China and making their brand more approachable could help Macallan conquer the Chinese market

KEY FINDINGS
CHALLENGES
- The favoritism for domestic products, emerging local brands and the rising RTD alcohol category is posing a threat to the
traditional Western spirit's market
OPPORTUNITIES
- Sustainability has gained importance in the Chinese alcoholic beverage market in recent years
- Strategic partnership or cross-border collaboration has become an important approach for brands that share values

OUR INSIGHTS
EXPANSION TO NORTHERN CHINA – tap into undeveloped areas
The rising number of whisky bars and whisky tasting classes have already penetrated lower tier cities in China, especially the south
China, due to the facts that the early business development of port cities (majorly tier 1 cities) in that area, and the socializing style of
southern Chinese tend to consume spirits including imported ones in high volume during business occasions.
To expand penetration to northern part of China by spreading trade activities collaborating with CHR nation-wide to tap all the tier 1
and new tier 1 cities in northern China.
CREATE TOPICS FOR ENTRANTS – make premium products approachable & affordable
Shown by a survey conducted with key retail market players, Macallan was mentioned the most as the premium whiskey brand in
China and has its unshakable position in the mind of whisky drinkers. Promoting Macallan as a quality yet approachable and
affordable whiskey in everyday drinking by interesting topics (ie. ride on the craze of cocktails by young generations and the trend of
food-paring) could be a door knocker to enter the circle of whisky entrants.

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 Case study – Cognac
Over a decade, Cognac has built its by educating different target groups of professionals, trade partners, media, KOLs, and
professional schools' students about the origins of Cognac to raise brand awareness.

Local spirits dominate the market as they are deeply rooted in Chinese culture, where Baijiu is omnipresent in the various distribution
channels as the leading category in China, accounting for over 90% of all spirits consumption. However, Cognac, the ultimate quality
reference on the market, remains the leader of imported spirits.
With the development of urbanization and the rise in Chinese living standards, on-trade consumption is densifying. Imported Western
spirits have become a common and popular product for business and personal banquets and gift-giving occasions in China. Furthermore,
the arrival of the bar culture has given rise to a new trend in spirits consumption among the younger generations.

Educational activities
▪ Trainings - for professionals of the industry, such as importers, distributors, e-commerce,
retailers, sommeliers, restaurants managers…etc.
▪ Bartender training & competition - To raise awareness and train bartenders about Cognac and
maximize the word of mouth and highlight the Cognac as the top-of-mind product around the
bartender profession
▪ Participation in trade fairs - such as CFDF, Toewine, Interwine, Prowine…etc.
Digital Campaigns
▪ Social media – Through WeChat, Weibo, and Douyin activation, and KOL partnership to create
regular, relevant, visual and high-quality content to educate readers and transmit their passion
for Cognac
▪ E-learning platform - Continue to connect with Cognac lovers through recurrent broadcasts of
hard-hitting content and entertaining visual aids to build loyalty among existing followers and to
acquire new followers of both professionals and amateurs.
▪ E-commerce platform – Partnership with the e-commerce giant in China to multiply visibility and
reach the target of end consumers
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 Case study – Cognac
Over a decade, Cognac has built its by educating different target groups of professionals, trade partners, media, KOLs, and
professional schools' students about the origins of Cognac to raise brand awareness.
PR Campaigns
▪ Continuous media exposure by press releases to increase awareness and boost knowledge of
Cognac among professionals and consumers
▪ Press events – Workshops, press trip, anniversary ceremony of Cognac GI…etc. for journalists and
KOLs, which are essential to create quality and educational content while providing an experience
allowing the media to communicate about Cognac and publish quality articles and media coverage.

Campaigns taken by brands

▪ CRM by Fan Club on WeChat mini program (Remy Martin club, Martell Blue Book, Hennessy Le Club), and continuously make
contact with the followers with brand news, event news, interactive mechanisms such as games, quiz, and lucky draw.
▪ Pop events / Immersive experience events (Remy Martin’s Cognac Express, Martell Cognac Voyage)
▪ Sponsorship on sports (Martell for Polo)
▪ IP collaboration (Hennessy x NBA)
▪ Invite high profile Chinese artist to be the brand ambassador (Hennessy- Wang Erjia王尔嘉 and Dilraba迪丽热巴)

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 Case study – Cognac
Educating end consumers and developing HORECA channels are key points for Cognac to grow in China

KEY FINDINGS
CHALLENGES
- Current consumption patterns perceived as unattractive by the new generations
- General lack of knowledge about the origins and authenticity of Cognac (GI, PGI and PDO)
OPPORTUNITIES
- Despite the long history in Chinese market, China is a still developing market for Cognac
- The development of urbanization and bar culture particularly appreciated by the younger generations
- A booming HORECA sector with increasing demand
OUR INSIGHTS
MAKE HORECA A KEY DISTRIBUTION CHANNEL
The HORECA sector is the preferred channel where consumers are looking for recommendations and advice from. The
development of the "bar culture" also pushes bartenders to be new prescribers. Bars in China are becoming more and more
sophisticated, where expertise, taste and a sense of detail of the bartenders are required. Thus, the professionals of HORECA
sector, especially bartenders, would be the best advocates at the front line for Cognac to arouse consumers’ curiosity and interest.
Maintain and Reinforce the community of professionals by constant trainings and workshops is the operational tactic to
continuously develop the Chinese market in the long run.
CONTINUOUS VISIBILITY AND ACTIVITY ONLINE TO PROACTIVELY REACH OUT TO END CONSUMERS
Employ consistent and integrated content strategy on all the social media platforms (WWRD) and online marketing means (KOL
collaborations, E-learning, E-commerce…etc), continuously make contact and engage with users to increase Cognac perception
among professionals and consumers. After a decade of cultivation from trade perspective, it’s time to shift the focus and strategy
to be more consumer oriented, communicate directly with the end consumers to educate them of the fundamental and essence of
Cognac to create desire and generate the pull effect from the consumer’s perspective.

© 2022 daxue consulting 28

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LIQUOR TRENDS IN CHINA
 Baijiu dominates the liquor market in China
Other liquors take up only a small percentage of the alcohol drink revenue in China, with vodka taking the lead.

Vodka, rum, and gin revenue in China

(percentage of the total revenue of liquor) Tequila is also gaining popularity. The drink recorded a
y-o-y growth of 162.4% and witnessed the highest
0.05% 0.05% growth among imported spirits.
0.05% 0.05% 0.05%
0.14% 0.14% 0.12% 0.11% 0.11%
+66%
in import volume
0.17% 0.16% 0.16% 0.16% 0.16% in 2021

Source: International Wine & Spirits Competition Ltd.

2019 2020 2021 E2022 E2023
Vodka Rum Gin

The image of rum is changing. In the past, rum was

considered a cheap mixer in China and Asia. However,
imports and sales of premium rum are now growing in
China.
1st 2nd 3rd Older drinkers typically consume it neat or on the rocks,
while younger and more adventurous drinkers often
consume it in cocktails.
Source: Mersol & Luo (2019)

Source: Statista (2022)

© 2022 daxue consulting 30

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 Vodka is the most consumed liquor besides baijiu in China
China imports their vodka from 40 countries, with Sweden being its largest importer.

Share of consumption volume of vodka by Top 7 vodka exporters to China by value from
brand in China January to November 2021
(2020) (in million USD)

Absolut Vodka 52.7% Sweden 8.02

SKYY Vodka 20.6% Russian

3.08
Federation
Smirnoff 7.2%
Italy* 2.77
Stolichnaya 4.3%

Eristoff 2.5% France 2.67 Although SKYY is an US

brand, Campari owns it and
exports from Italy to China
Grey Goose 1.8%
Poland 1.82
Others 10.9%
Latvia 1.41
Source: Statista (2021)

U.K. 1.12
Shanghai consumed the most imported vodka in China, 61.7% of
the total import volume (4.6M liters) or 65.8% of the total import
value (US$15.56M). Source: China Customs (2021)

© 2022 daxue consulting 31

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 Fruity cocktails are popular among Chinese consumers
“Summer cocktails”, a combination of fruits and beers or spirits, are becoming increasingly trendy on Douyin and
Xiaohongshu.
“Liquid learning” is developing to be a new
Sources: Mintel (2021) & BinWise Inc. phenomenon:
• Globally, consumers increasingly want an
Most mentioned cocktails in posts on Chinese social media educational cocktail experience in 2022.
(Summer 2021)
• They have the desire to understand
everything from preparing the best
combinations to the heritage and history of
the spirits used.
66.7% 60.4% 60%
• According to Boston Consulting Group and
Tencent, this is a trend that is particularly
strong in China.
Long Island Iced Tea Mojito Mai Tai • More than 50% of consumers in China
proactively learn about brand histories to
see whether their own values are reflected.
Source: Bacardi (2021)
57.1% 50%

Tasting training, generally brands will regularly go to the store to launch

new products and train employees on product knowledge. For large-scale
events, exhibition activities will be organized.
Tequila Sunrise Cosmopolitan Retailer

Source: Social listening by Daxue Consulting Source: Interview by Sopexa

© 2022 daxue consulting 32

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 Case study – Gin
Gin is increasingly getting popular among gen Z in China, especially as a base for cocktails

The top 10 most popular gin brands in China

▪ The imported volume of gin in China reached 3.1 million litres in
2021, increasing 29% from 2020, whilst the imported value
No. 1 Beefeater 必富达
reached RMB15 million in 2021, registering an increase of 20%
No. 2 Tanqueray 添加利
▪ Gin is leading the craft spirits revolution in Asia. Domestic brands No. 3 Gordon’s 哥顿
are appearing in China, experimenting with local botanicals, for
example, Sichuan peppercorn. No. 4 Hendrick’s 亨利爵士
No. 5 Bombay Sapphire 孟买蓝宝石
▪ According to data from the UK Wine & Spirits Trade Association,
No. 6 BOLS 波士
gin is the fastest growing spirit across the world.
No. 7 Monkey 47
▪ For the past few years, imported gin brands, especially from UK, No. 8 Sipsmith 希普史密斯
has been steadily penetrating the market by making the presence
in rising cocktail bars as Chinese Gen Zs increasingly look for No. 8 Gilbey’s 杰彼斯
premium, hand-crafted tastes. No. 10 The Botanist 植物学家

Source: maigoo & Chinapp

© 2022 daxue consulting 33

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 Case study – Gin
Some Gin importers are catering to Chinese tastes by sourcing local ingredients, giving their products a unique taste

ADAPTATION & LOCAL SOURCING – include flavors that appeal to the Chinese palate
A common trend shared by many Gin importers is the adaptation of local sourcing. While adapting their products to the Chinese
market by tweaking their ingredients with botanicals from the region for more modern flavors, they find the way to plant the
temptation for young drinkers, especially when Chinese gin (中国式金酒 ) became an emergent trend on social media.

Examples Gins sourcing locally

▪ Hendrick's Gin, best known for its infusion of cucumber and rose, and the sweet and
fruity flavor of Midsummer Solstice, resonates well with the Chinese, especially among
female drinkers.
▪ Peddlers Gin, one of the first international spirits distilled in China, has its products’
bottle, typography, and overall image inspired by 1930s Shanghai. Among the
botanicals, the brand uses are Sichuan pepper and Buddha’s hand citrus peel.
▪ Crimson Pangolin, set up their distillery by Changsha, sourcing botanical ingredients
locally, including juniper from Shandong and coriander seeds.
▪ The London Distillery Company joined with Chinese company Gotham East to explore
Porcelain Shanghai Dry Gin, contains at least 90% Chinese
how they can adapt to the terroir of China, offers fully organic products like Dodd’s Gin
native botanicals, is one of the latest Chinese craft gin to hit and Kew Organic Gin, which are well-received by young Chinese drinkers.
the market, also an example of the emerging Chinese gin.

© 2022 daxue consulting 34

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 Case study – Gin
Similar to brandy importers, gin brands also organize campaigns to educate their consumers, retailers and bartenders

UNIQUE GIN FOR THE YOUTH

WHAT MARKETING CAMPAIGNS IN CHINA
▪ Collaboration with the “World’s 50 Best” bar - Since its 2016
launch, Peddlers Gin has thrived through partnerships with
top bars featured on the “World’s 50 Best” list.
▪ Bartender Open - Crimson Pangolin holds the competition
annually, offers a platform for young mixologists to
showcase their skills and flairs.
A Spanish gin product, Morpho Helena introduced by Lady
Penguin, and the South African gin brand Howling Ow,
both products have the discolouration feature and
presented through online shopping channels in China,
created the new drinking experience that drove young
consumers’ attention and curiosity. The novelty of the
product generated new social media popularity, along with
reasonable pricing (with around RMB200 per bottle on
Tmall store).

▪ Master Classes - Monkey 47, with a premium position and

pricing in China, conducts master classes for bartenders to
better reach the consumers.

▪ Tasting Events - Four Pillars, the Australian small-batch

brand, hosts frequent tasting events

© 2022 daxue consulting 35

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 Case study – Gin
As gin gets more popular among cocktail enthusiasts, effective marketing is a key tool to stand out of the crowd of
other gin brands

KEY FINDINGS
THE CRAZE OF CUSTOMIZATION
As China has such an abundance of local botanicals and exotic flavours, that gives gin makers a great selection of ingredients for
creating customized flavour of gin.
For cocktail drinkers, short videos and posts demonstrating how to make your own drinks and cocktails at home is becoming a popular
topic and can be easily found on social media.

OUR INSIGHTS
As China welcomes a steady recovery from the pandemic and cocktail enthusiasts fill bars all over China, craft gin brands are looking
forward to a warm reception for their new offerings from both bar owners and drinkers. However, how to stand out among so many
players is a matter of importance for brands.
MARKETING IS THE KEY
▪ Take advantages of the uprising new media (Douyin and Red, and also the mainstream media WeChat and Weibo) with a consistent
content strategy of online marketing to keep the close connection and engagement with the Chinese Gen Zs.
▪ Leverage Word-of-mouth marketing strategy by KOLs and KOCs
▪ Create unique brand identity by making a personalized statement that interprets the brand’s features and characteristics to
differentiate themselves to cater young consumers in China who are looking for uniqueness are attracted to novel topics

© 2022 daxue consulting 36

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 The alcopop market shows substantial potential for growth
Alcopops with a low ABV (Under 15%) and sweet AND FRUITY flavors are becoming more popular among young
Chinese consumers
Based on Tmall data, low ABV drinkers are
mostly made up of first-tier city women
China’s low ABV sales revenue
aged between 18-34 years old.
(in billion RMB)

Offline Online Occupational and generation groups of low ABV drinkers

4.8

3.7
2.9
1.6 39.1 Young white- Sophisticated Senior middle Gen Z
0.8 0.9
30.1 collar workers mothers class
23.1
16.5 18.4 Source: Bairun Flavor & Fragrance Co.
14.4
• Ready-to-drink (RTD) is particularly well-known amongst the light
2018 2019 2020 2021 E2022 E2023 drinkers in China as it is easy to consume, have lower alcohol
content, and is cheaper than cocktails at bars.
• RIO is the most popular RTD alcopop brand in China which was
first launched in 2003.
China’s low ABV sales are increasing. The sales of low ABV are
predicted to increase by 188.8% in 2023 when compared to 2018. • RIO’s products are accessible throughout China’s 1,300 count-
level cities and more than 260 large prefecture-level cities.
Source: leadleo (2022) Source: Mersol & Luo (2020)

© 2022 daxue consulting 37

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 Despite its popularity, Chinese baijiu production is decreasing
Following a government crackdown in 2012, production of baijiu in China has decreased

Chinese baijiu production Chinese baijiu sales revenue

14 (in billion liters) (in billion RMB)
11.98 620 613
12
600
10 584
8.71
7.85 580
7.4 565 562
8 7.15
560
6 536
540
4
520
2
500
0 480
2017 2018 2019 2020 2021 2016 2017 2018 2019 2020
Source: RsA Asia
Source: National Bureau of Statistics of China

• A government crackdown in 2012 on officials' luxury spending hit Baijiu distillers hard: Almost 70% of distillers were forced to halt or cut
production. Given baijiu's production cycle -- which runs to about five years for sauce-fragrance varieties -- the effects of this sudden cut to
demand on production only appeared in 2017
• Nevertheless, baijiu sales revenues have been on an upward trend starting from 2018.
• In 2020, 50% of domestic baijiu production comes from Sichuan province.
Source: International Wine and Spirit Competition (2021)

© 2022 daxue consulting 38

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 The baijiu market faces multiple challenges
The pandemic, government crackdowns, and lack of interest from young consumers impact baijiu consumption

Despite an increase in overall alcohol consumption during the After the 2012 crackdown on production, the industry has decreased by
pandemic, imports have been negatively impacted by lockdown 34.71% from 2017–2020.
measures.
China’s baijiu import volume
(in million liters) Number of baijiu manufacturers in China

3.9 1,593
1,445
3.0 2.8 1,176
2.4 1,040

2017 2018 2019 2020 2017 2018 2019 2020

Source: RsA Asia

China’s baijiu import origin

(2020) Most of the baijiu consumers are older, as the younger generations prefer
1% Others wines, beers, cocktails, and western spirits.
Hong Kong 18% Source: World Baijiu Day (2021)

The regular tool of promoting Chinese baijiu

is direct discount.
Retailer

Source: RsA Asia 81% Taiwan Source: Interview by Sopexa

© 2022 daxue consulting 39

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 How is the baijiu market leader overcoming these challenges?
Thanks to its dominant position on the market, Moutai has been able to whether the storm of new regulations and
invest into new marketing strategies
Moutai is the Chinese baijiu manufacturer that has the
biggest sales revenue in the market in 2020 with RMB98
billion in revenue.
Chinese baijiu sales revenue by manufacturers
(2020)
63%
• Facing an aging consumer base, baijiu producers have had to find
new ways to cater and market their products to gen Z consumers,
who usually don’t like its’ strong taste.
• According to data from online sales on JD, baijiu buyers aged 21 to
35 only accounted to about 23% of sales.
• Baijiu manufacturers have tried multiple forms of cross-media
advertising to appeal to young consumers
• Among them, Moutai has launched Baijiu flavored ice-cream in 2022

17%
10%
4% 3% 3%

Moutai Wuliangye Yanghe Laojiao Shunxin Others

Source: RsA Asia

Source: CNN
© 2022 daxue consulting 40
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FRESH “UPDATES” OF 2022
 The consumption trends 2022 – Among The Gen-Z and More…
Play the “Niche”; Leverage the “Guochao”; Have More “Granular Segmentations”

I .Niche II. Guochao* III. Granular Segmentations

• Premium, Fine Wine Collections

e.g., Bourgogne vs. Bordeaux; Wine vs. Arts

• The New Taste

e.g., natural wine; China wine; The taste of fusion
(Chandon of LVMH, Pernod Richard Whisky)

• Self-enjoyment
e.g., kouliang 口 粮 (good affordable drinks);
Socialization/table culture; Weixun 微醺 culture (light
& delicious drinks, mainly for girls)

• Interests study
e.g., training for self-achievement, socialization

*Click here to read our latest report

on Guochao marketing 2022 • And more...

Method: daxue consulting’s research on KOLs in 2019 Method: daxue consulting’s research in 2022

© 2022 daxue consulting 42

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 Case study #I - Play the “Niche”
Trendy consumers favor niche products and experiences as a means of expressing their unique and stylish lifestyle
Niche Category Niche & Trendy Experience

New and emerging category like “Natural Wine” starts being popular New trends of Chinese fusion is considered niche and special

No. of “natural wine “on

1
Xiaohongshu: 1,394 Sichuan &
The wine & cocktails Spanish fusion
are the musts to The 6 must-try niche
have; While the local western restaurants
spices are often
present

2 WeChat Index Nov. 22

@Shangha
i
“看到点评上说这家店是川菜和西班牙菜fusion，sold
先总结一下，fusion其实没有很特别，但确实好吃。
蒜香排骨很香，脆骨部分尤其惊艳;川味腌蝇仔咸鲜香 @Chengdu
辣，川味精髓+西式食材，搭配完美”

New Cuisine Pairing

– Chinese/Regional
fusion, e.g. @Shangha
Sichuan/spicy foods i
Bordeaux Discussions on social media incl. paired with wine and
personal opinions (e.g.. Likes, Not it is tasteful, popular,
Bourgogne Notes: Baidu index shows a high
correlation between the keywords recommend), category education, and with nice vibes
Natural wine “Bordeaux” “Bourgogne” and “ product sales, etc.
Natural wine”
1455 saved

© 2022 daxue consulting 43

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 Case study #II - leverage the “Guochao” 1/2
It is critical for all brands to better understand the concept and to better plan the market strategy in the mid-long term

WHAT IS “CHAO 潮” “GUO” + “CHAO” 国潮

More than fashion, it’s stylish, trendy & playful brands, Apps, outfits, spirits Integration of traditional culture and modern elements

2018 The National Tide Baby Show in The notion of Guochao will maintain its importance and popularity in the next years
Chinese brands Hangzhou, with more than 30
"Guochao Kids Stars“.
Domestic products H&M's “anti-Xinjiang cotton“ in 2021, statement
sparked strong discontent among Chinese
The State Council has designated May netizens. Nike, Adidas, GAP, etc. proposed a
Guochao 10th as "China Brand Day“ since 2017. "boycott" of Xinjiang cotton. Chinese shoppers
In response to this call, Tmall launched turned to domestic brands Li-Ning and Anta, and
the "National Tide Action“ in 2018 searches for Chinese brands spiked.

BAIDU INDEX
2016 2021

© 2022 daxue consulting 44

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 Case study #II - leverage the “Guochao 2/2
Guochao is impactful and it evolves across many industries, incl. the Wine & Spirit markets

Inner-land Blending Younger, Trendier Taste

A Mix & Match of International Brands & Domestic Products A Mix & Match of International Culture & Domestic Products

1 2
The New Baijiu in 2022
For the YOUNG generation
夏桐 Chandon Xi Tabb 堂白 (by Luzhou Laojiao 泸州老窖)
– Nining Xia,
A dedicated packaging A Baiju that is more suitable
since 2013 for making cocktails
design, tone of voices
Wuliangye Crossover with coffee
(western culture) & reputed
regional ingredients (Yunnan
High-level collaboration
coffee beans)
• Strategic cooperation in Yibin, Sichuan
since 2019, on infrastructure, sales
Chandon in
channels and potentially help the
Hainan, Le
Meridien
Chinese brands go oversea (Asia)

傲云 Aoyun
Yunnan Since 2017

Pernod Richard’s New factory in

2021, for Malt whisk in Sichuan,
DieChuan

© 2022 daxue consulting 45

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 Case study #III - Granular Segmentations
The market education tends to be more mature; The overall industry is restructuring and, seems promising, for both mass and prestige markets

Premium, Fine wine collections Self-enjoyment Self-achievement

More accessible info, with better Various topics that are popular, Solutions of both training & education of
market education educating potential consumers in a specific sector, for either professional or
more granular way personal purpose
Investment trends –
Bourgogne overtakes XHS Posts about the KouLiang, Zhihu’s post about
Bordeaux incl. “Recommendations” “Red the WSET preparation
Wine” “Whisky” “Baijiu” “Sake” in May 2022
Educative
1.7k posts
KOLs talk
about the
Public Beaujolais
Contents types about the nouveau
Account
Weixun (light drink)
targeting
audiences of
the fine wine

Info about the

Detailed Chart for
analysis on
specific area of the
pricing for
Grand Crus: Echézeaux
wines of
& Grands Echézeaux
Bourgogne
Grands Crus*

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ABOUT
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 INTRODUCING
Sopexa
2022

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 We believe
food enriches the soul
Sopexa boasts unparalleled expertise in the food and beverage industry.
And, thanks to this experience, we can leverage the past
as we look to the innovations of the future.

The agency acts as a conduit between different countries and areas

of expertise as well as the understanding of markets and cultures.

An agency driven by pleasure and passion for food.

34 60 +250 31
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has been dedicated to food & beverage our relationship capital
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VISION. A vision driven by the SYNERGY OF SKILLS AND EXPERTISE OUR CLIENTS
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T. +86 21 5255 0095

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