Alcoholic Drinks in Hong Kong, China
Euromonitor International's Alcoholic Drinks in Hong Kong, China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 155 | Publication date: Jan 2010
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Executive summary
Economic downturn hampers value growth
Total volume sales of alcoholic drinks increased in Hong Kong in 2009, as players reaped the benefits of consistent brand strengthening activities. Furthermore, the success of the Hong Kong government’s boost to the wine trade attracted a strong influx of new players. Nonetheless, the economic recession, sparked off by the subprime mortgage crisis in the US at the end of 2008, drove down total current value growth for alcoholic drinks in 2009. The premuimisation trend slowed, and economy brands recorded a surge in sales.
Stricter drink-driving penalties and a smoking ban in bars
Effective from 2009, stricter penalties were enforced for motorists found to have exceeded the legal blood-alcohol limit. On-trade players reported a loss in sales as consumers took heed and reduced volume consumption. In addition, a smoking ban was fully enforced across night entertainment venues such as pubs and bars. Consumers reflected that this drastically reduced their enjoyment of such outlets. Coupled with the economic downturn, which reduced consumers’ spending power, on-trade sales took a dip in 2009.
Hong Kong aims to become a wine and dine hub
New players entered the market as the Hong Kong government promoted the country as a wine and dine hub. In addition to introducing support measures such as customs facilitation to attract investors, the government also signed Memorandums of Understanding with France, Spain, Australia, Italy and Hungary. While San Miguel Brewery Hong Kong Ltd maintained its leadership of the alcoholic drinks market in 2009, other leading players, such as Jebsen & Co Ltd and Wing Hing Provision Wine & Spirits Co Ltd recorded a loss in their volume shares.
Strong growth in sales through supermarkets/hypermarkets
Supermarkets offer consumers convenience when purchasing due to their wide distribution network. Specialist wine retailers, on the other hand, compete through the value-added services that they provide (such as wine-tasting classes and offering consumers a taste of the wine before purchasing) and their wide selection of alcoholic drinks. Nonetheless, supermarkets/hypermarkets is anticipated to gain share from specialist wine retailers, as the leading players focus on expanding their international segments. In June 2009, a newly opened Market Place by Jason’s outlet boasted an in-house wine sommelier.
Alcoholic drinks is expected to rebound over the forecast period
The alcoholic drinks market is expected to regain growth over the forecast period. Along with economic recovery, consumers will gain stronger confidence in terms of spending, boosting growth for the on-trade channel and premium product variants. Manufacturers are also predicted to launch new products and increase marketing campaigns, riding on the momentum of the positive economic climate. In addition, with the government’s initiative to push Hong Kong as a wine and food hub, tourism is set to grow, benefiting the country’s economy.
Table of contents
ALCOHOLIC DRINKS IN HONG KONG, CHINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic downturn hampers value growth
Stricter drink-driving penalties and a smoking ban in bars
Hong Kong aims to become a wine and dine hub
Strong growth in sales through supermarkets/hypermarkets
Alcoholic drinks is expected to rebound over the forecast period
KEY TRENDS AND DEVELOPMENTS
New legislation on drink-driving and smoking impacts on-trade sales
Greater appreciation of alcoholic drinks paves the way for premiumisation
Fierce competition expected as Hong Kong evolves into a wine and dine hub
Just-in-time business model to alleviate lack of storage space
Specialist Retailers
Summary 1 Leading Specialist Retailers 2008
Market Mergers and Acquisitions Activity
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009
Table 3 Selling Margin of a Typical Beer Brand 2009 – San Miguel
Table 4 Selling Margin of a Typical Wine Brand 2009 – Wolf Blass Yellow Label
Table 5 Selling Margin of a Typical Spirits Brand 2009 – Chivas Regal 12 YO
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014
DEFINITIONS
Published data comparisons
Summary 2 Research Sources
LOCAL COMPANY PROFILES - HONG KONG, CHINA
EUGINA LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Eugina Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Eugina Ltd: Competitive Position 2009
HANDPICKED WINES (HK) LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Handpicked Wines (HK) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
JEBSEN & CO LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Jebsen & Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Jebsen & Co Ltd: Competitive Position 2009
SAN MIGUEL BREWERY HONG KONG LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 San Miguel Brewery Hong Kong Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 San Miguel Brewery Hong Kong Ltd: Competitive Position 2009
TELFORD INTERNATIONAL CO LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Telford International Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Telford International Co Ltd: Competitive Position 2009
BEER IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 12 Lager by Price Band 2009
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2004-2009
Table 23 Sales of Beer by Subsector: Total Value 2004-2009
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 25 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 30 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 31 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 32 Beer Exports by Country of Destination: Total Value 2003-2008
Table 33 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 34 Beer Imports by Country of Origin: Total Value 2003-2008
Table 35 Company Shares of Beer by National Brand Owner 2005-2009
Table 36 Company Shares of Beer by Global Brand Owner 2005-2009
Table 37 Brand Shares of Beer 2006-2009
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 39 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
CIDER/PERRY IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
SECTOR DATA
Table 42 Sales of Cider/Perry: Total Volume 2004-2009
Table 43 Sales of Cider/Perry: Total Value 2004-2009
Table 44 Sales of Cider/Perry: % Total Volume Growth 2004-2009
Table 45 Sales of Cider/Perry: % Total Value Growth 2004-2009
Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2004-2009
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2004-2009
Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2004-2009
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2004-2009
Table 50 Company Shares of Cider/Perry by National Brand Owner 2005-2009
Table 51 Company Shares of Cider/Perry by Global Brand Owner 2005-2009
Table 52 Brand Shares of Cider/Perry 2006-2009
Table 53 Forecast Sales of Cider/Perry: Total Volume 2009-2014
Table 54 Forecast Sales of Cider/Perry: Total Value 2009-2014
Table 55 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014
Table 56 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 58 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 59 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 60 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 61 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 65 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 66 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 67 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 68 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 69 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Wine by Subsector: Total Volume 2004-2009
Table 73 Sales of Wine by Subsector: Total Value 2004-2009
Table 74 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 75 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 76 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 77 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 78 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 79 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 80 Volume Sales of Still Red Wine by Price Segment 2004-2009
Table 81 Volume Sales of Still White Wine by Price Segment 2004-2009
Table 82 Volume Sales of Still Rosé Wine by Price Segment 2004-2009
Table 83 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
Table 84 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
Table 85 Sales of Still White Wine by Grape/Varietal Type 2004-2009
Table 86 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2009
Table 87 Sales of Still Red Wine by Quality Classification 2004-2009
Table 88 Sales of Still White Wine by Quality Classification 2004-2009
Table 89 Sales of Still Rosé Wine by Quality Classification 2004-2009
Table 90 Wine Production, Imports and Exports: Total Volume 2003-2008
Table 91 Wine Exports by Country of Destination: Total Volume 2003-2008
Table 92 Wine Exports by Country of Destination: Total Value 2003-2008
Table 93 Wine Imports by Country of Origin: Total Volume 2003-2008
Table 94 Wine Imports by Country of Origin: Total Value 2003-2008
Table 95 Company Shares of Still Light Grape Wine by National Brand Owner 2005-2009
Table 96 Company Shares of Still Light Grape Wine by Global Brand Owner 2005-2009
Table 97 Brand Shares of Still Light Grape Wine 2006-2009
Table 98 Company Shares of Champagne by National Brand Owner 2005-2009
Table 99 Company Shares of Champagne by Global Brand Owner 2005-2009
Table 100 Brand Shares of Champagne 2006-2009
Table 101 Company Shares of Other Sparkling Wine by National Brand Owner 2005-2009
Table 102 Company Shares of Other Sparkling Wine by Global Brand Owner 2005-2009
Table 103 Brand Shares of Other Sparkling Wine 2006-2009
Table 104 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2005-2009
Table 105 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2005-2009
Table 106 Brand Shares of Fortified Wine and Vermouth 2006-2009
Table 107 Company Shares of Non-grape Wine by National Brand Owner 2005-2009
Table 108 Company Shares of Non-grape Wine by Global Brand Owner 2005-2009
Table 109 Brand Shares of Non-grape Wine 2006-2009
Table 110 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 111 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 112 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 113 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 114 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 115 Sales of Spirits by Subsector: Total Value 2004-2009
Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 117 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 118 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 119 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 121 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 122 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2004-2009
Table 123 Sales of Gin by Premium/Super-premium Split 2004-2009
Table 124 Sales of Vodka by Premium/Super-premium Split 2004-2009
Table 125 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
Table 126 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 127 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 128 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 129 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 130 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 131 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 132 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 133 Vodka Production, Imports and Exports: Total Volume 2003-2008
Table 134 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 135 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 136 Liqueurs Production: Total Volume 2003-2008
Table 137 Company Shares of Spirits by National Brand Owner 2005-2009
Table 138 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 139 Brand Shares of Spirits 2006-2009
Table 140 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 141 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 142 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 143 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014