subject: Chinese Spirits Market Prospects [print this page] Spirits in China 2010 : A Market Analysis
This report covers the market for spirits in the Peoples Republic of China and covers all alcoholic spirits including domestic white spirits, rice (yellow) wine, brandy, whisky, rum, gin and geneva, vodka, liqueurs and tequila. ( http://www.bharatbook.com/detail.asp?id=167826&rt=Spirits-in-China-2010-A-Market-Analysis.html )
Alcoholic sprits remain part of Chinese tradition appearing in many social activities including birthday party, weddings and other ceremonies as well as business entertainment. Traditionally spirits are the main drink denoting happiness or respect. China produces distilled spirits for the local market in great quantities. The most famous Chinese spirit is Maotai, a 55% spirit made of wheat and sorghum that, for centuries, has been produced in Maotai Town, Guizhou province.
The Chinese spirits market is large but is facing the threat from consumers shifting allegiance over to beer and wine, largely thanks to consumers becoming more aware of health issues concerned with consumption of strong spirits. However, the market still supports some large companies, competing for an increasingly high-end market. The market is also competitive with over 1,100 Chinese spirit producers competing for the custom of increasingly sophisticated alcoholic drinks consumers.
Having been protected from the economic crisis seen in much of the rest of the world, the Chinese consumer economy has remained buoyant, and consumer spending continues to grow. With the rise in affluence, consumers are looking for higher-quality products, and manufacturers now need to provide products which appeal to increasingly sophisticated tastes. Older people (previously the majority spirit drinkers in China) are drinking less traditional spirits, replacing these with beer, due to the lower alcohol levels in beer, thus reducing the health risks associated with drinking of traditional spirits. Spirits manufacturers, especially traditional domestic grain spirits distillers, are now having to alter their products to suit the tastes of new consumer groups, especially younger, more middle-class consumers.
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