Alcoholic drinks in 2024: The big picture
In 2024, alcoholic drinks in China witnessed a slight decline in volume and value terms. The downturn in sales can be primarily attributed to the weaker Chinese economy and lower consumer confidence, leading to more cautious spending behaviour. This was evident in the off trade where consumers undertook more rational purchasing decisions when buying alcoholic drinks. The on-trade was also impacted with consumers opting to lower consumption in bars, restaurants and KTVs (private karaoke rooms) in order to economise. Younger adults are exhibiting lower enthusiasm towards alcohol consumption, resulting in a shortage of new drinkers in China. Meanwhile, older generations are reducing their alcohol intake due to health concerns. Despite the marginal decline in volume sales, total revenues continued to rise in 2024, driven by the premiumisation trend. In both the beer and Chinese baijiu segments, mid-to-high-priced products have gained greater popularity in 2024.
2024 key trends
Beer remains the largest category in alcoholic drinks, while spirits leads in total revenue terms. The weak Chinese economy has dampened consumption of beer and spirits resulting in volume sales decline in both categories over 2024. In addition, beer and spirits are highly mature categories in China leaving little room for further growth in consumption. To compensate, manufacturers focused on product innovation and premiumisation to drive consumer interest and spearhead value growth.
Competitive landscape
The alcoholic drinks competitive landscape in China did not see any significant changes over 2024. Beer manufacturers are the stand-out players led by China Resources Beer (Holdings) Co Ltd and Tsingtao Brewery Co Ltd. These companies have experienced a slight loss in volume share, primarily due to weaker consumer interest in canned lager. This shift is also driven by the growing appeal of various craft and fresh beers introduced by an increasing number of niche breweries.
Retail developments
Chinese consumers still prefer to purchase alcoholic beverages at retail stores rather than online. Small local grocers, supermarkets and hypermarkets remain the dominant sales channels for alcoholic drinks in China. Nonetheless, retail e-commerce has grown rapidly in alcoholic drinks over recent years. Live-streaming e-commerce platforms like Douyin have attracted a significant number of consumers through influencer-driven sales. In recent years, China's on-demand instant delivery platforms, such as Meituan's Waima and Jiuxiaoer (O2O platforms), have also become significant drivers of growth in alcohol sales. Due to shifts in consumer drinking occasions, China is expected to witness a rapid rise in alcohol-centric delivery platforms in the future. These platforms will cater to increasingly diverse and scenario-based drinking preferences, meeting the evolving demands of consumers.
On-trade vs off-trade split
Due to macroeconomic conditions, weaker consumer confidence, and the waning interest in alcoholic beverages, China's on-trade sales of alcoholic drinks experienced volume decline in 2024. Off-trade sales of alcoholic beverages have been supported by the growth of e-commerce and convenience stores, among other channels. Thanks to their more cost-effective appeal, retail channels have gained significant favour among drinkers. Looking ahead, alcohol consumption occasions are expected to become increasingly diverse, with consumers no longer limited to traditional on-trade settings such as bars and restaurants.
What next for alcoholic drinks?
Alcoholic drinks in China is transitioning into a phase of stable, near-zero growth, reflecting its maturation and shifting consumer dynamics. As the industry has largely exhausted its high-volume growth potential, it now faces structural constraints from both market saturation and demographic evolution. Younger generations are demonstrating reduced interest in alcoholic beverages due to shifting lifestyle preferences and heightened health awareness, while older consumers are consciously moderating their intake for wellbeing reasons. These converging trends - market maturity on the supply side and weakening demographic support on the demand side - suggest alcoholic drinks is unlikely to regain its historical growth momentum.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in China?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in China?
- How are products distributed in China?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in China
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in China
KEY DATA FINDINGS
Beer consumption shifts toward mid-priced lagers and niche beers
High-quality and craft beer remains a key battleground for major breweries in China
Small local grocers and supermarkets dominate retail beer sales
Slowing volume growth will be offset by stimulus from premiumisation
Rapid growth of fresh beer drives breweries to enhance timely distribution and cold chain logistics
Flavour innovation to reshape China's beer category brings tea-infused and localised brews
Lager price band methodology
Cider/Perry in China
KEY DATA FINDINGS
Surge in cider/perry due to flavour appeal and emerging brands
Somersby’s marketing strategies propel category growth
Convenience retailers lead cider distribution in 2024
Regular cider is expected to witness robust growth in 2025
Retail e-commerce will continue to be the driving force in growth
Artistic design and creative flavours drive innovation in the cider category
Rtds in China
KEY DATA FINDINGS
RTDs enjoy modest volume growth amid shifting consumer preferences
Shanghai Bacchus Liquor Co Ltd holds dominant lead in RTDs
Hypermarkets and convenience retailers are important channel for RTDs
RTDs to recover well in 2025
Experiential marketing expected to support development of RTDs category
Flavour innovation will be used to drive sales among young adults
Spirits in China
KEY DATA FINDINGS
Volume decline in spirits as consumers become more discerning in their purchases
Affordable Chinese spirits brand Niulanshan Er Guo Tou puts Niulanshan Distillery Co Ltd in the lead
Grocery retailers assert control as e-commerce gains ground
Chinese spirits leverage flavour innovation and lower-ABV offerings to maintain relevancy
Whisky sales decline amid changes in drinking trends
Small-sized bottles attract young adult drinkers in China
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in China
KEY DATA FINDINGS
Revival in wine industry is supported by trade policy changes and shifting consumer preferences
Innovations from traditional local and international brands boosts wine appeal
Supermarkets and retail e-commerce propels distribution of wine
Stable growth expected for wine category over 2025
Affordable wines will be sought after by consumers
Product innovation is expected to expand consumption among younger adults
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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