As consumer interest in Chinese spirits has weakened in recent years, major Chinese producers have adjusted production and looked at ways to improve efficiency. To reignite enthusiasm for these local drinks, many distilleries experimented with new aroma profiles in an attempt to refresh the appeal of Chinese spirits.
In spirits, competition between international brands will remain intense over the forecast period, as consumers experiment with different brands and types of spirits. Whisky had been a highly popular international spirit until 2024, due to the strong craze for Japanese whisky and Scotch single malt whisky.
In spirits, there is a noticeable preference for small-sized bottles among some young adult consumers. For instance, 100ml bottles of Absolut Vodka and 50ml mini versions of traditional baijiu brands like Moutai have successfully attracted a younger audience of legal drinking age.
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Understand the latest market trends and future growth opportunities for the Spirits industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitionsThis report originates from Passport, our Spirits research and analysis database.
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