This report covers the market for spirits in the People’s 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.

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.

Table of Contents :

INTRODUCTION
Report Coverage
Executive Summary
China’s Retail Statistics: A Cautionary Note
The Problems With Chinese Retail Data?
Abbreviations Used
Other Relevant Reports from Access Asia
Free Online Newsletter and Editorials
1 SPIRITS MARKET
1.1 Overview
1.2 China’s Total Food & Beverage Market
1.2.1 Total Food Market: Food & Non-food Sales
Table 1.1 TOTAL CURRENT VALUE RETAIL SALES BY FOOD AND NON-FOOD, 2003-2009*
1.2.2 Total Food Market: Food/Non-food Split
Table 1.2 % BREAKDOWN OF SALES BY FOOD AND NON-FOOD, 2003-2009*
1.2.3 Total Food Market: Urban and Rural Split
Table 1.3 TOTAL CURRENT VALUE RETAIL SALES BY FOOD & NON-FOOD, 2003-2009*
1.2.4 Total Food Market: The Trends
Figure 1.1: Total Volume Growth in Retail Sales of Selected Food Products in China, 2003-2009
Figure 1.2: Per Capita Volume & Growth of Retail Sales of Selected Food Products in China, 2003/2009
Table 1.4 CURRENT VALUE RETAIL FOOD SALES BY MAJOR PRODUCT CATEGORY, 2003-2009*
1.2.5 Total Food Market: Urban Value Trends
Table 1.5 CURRENT VALUE URBAN RETAIL FOOD SALES BY MAJOR PRODUCT CATEGORY, 2003-2009*
1.2.6 Total Food Market: Rural Value Trends
Table 1.6 CURRENT VALUE RURAL RETAIL FOOD SALES BY MAJOR PRODUCT CATEGORY, 2003-2009*
1.3 China’s Spirits Market
1.3.1 The Spirits Market: Total Market Size
Table 1.7 TOTAL CONSUMER MARKET (INCLUDING RETAIL AND HORECA) FOR SPIRITS IN VOLUME & CURRENT AND CONSTANT VALUE TERMS IN CHINA, 2003-2009
1.3.2 The Spirits Market: Total Market Retail/HoReCa Split
Table 1.8 % BREAKDOWN OF THE TOTAL CONSUMER MARKET BY RETAIL AND HORECA FOR SPIRITS IN CHINA, 2003-2009

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