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: 163 | Publication date: Sep 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks hampered by economic downturn
Total demand for alcoholic drinks declined during the review period and in 2008 over the previous year. Inflation in Hong Kong affected the economy, with the country seeing its highest inflation rate in 2008 in 10 years. In addition, raw material costs and food prices rose. Alcoholic drinks are considered a luxury by most and many cut back due to a decline in disposable income levels. In addition, consumers became more focused on health and wellness and sought to reduce their consumption of alcoholic drinks, with this particularly impacting everyday alcoholic drinks such as beer.
Hong Kong aims to become a fine wine trading hub
The government’s budget of February 2008 announced plans to develop Hong Kong into a major global fine wine trading hub, similar to London and New York. The government thus abolished taxation on wine and other alcoholic drinks of less than 30% abv. The country also held major wine events such as VineExpo and International Wine Fair, thus seeking to attract more foreign players and create business opportunities in Hong Kong. Wine consequently saw good growth in sales in 2008 over the previous year.
Leading players further gain share
San Miguel Brewery Hong Kong Ltd continued to be a strong leader in alcoholic drinks in 2007 in terms of total volume share. The company also increased its share dramatically in the year, benefiting from its imports in standard and economy lager and strong promotion for leading brands such as San Miguel Pale Pilsen. Second-ranked Jebsen also gained share in 2007 over the previous year, thanks to its strong marketing campaigns for the Blue Girl brand.
Growing demand for specialist retailers
There was a growing interest in premium spirits and fine wine in Hong Kong towards the end of the review period. This resulted in a growing share for food/drink/tobacco specialists in terms of alcoholic drinks sales, with consumers seeking a wider range of products and more expertise from sales assistants. Food/drink/tobacco specialists are able to guide consumers in their purchases and also increasingly hosted wine appreciation classes towards the end of the review period. This channel thus gained share from supermarkets/hypermarkets towards the end of the review period. Supermarkets/hypermarkets generally only provide a limit range of spirits and wine, with these usually restricted to standard and economy products.
Continued trading up expected in forecast period
There is expected to be a continued decline in beer during the forecast period, with this resulting in overall total volume decline in alcoholic drinks. However, constant value sales are expected to see a good growth during the forecast period, with this driven by a growing interest in fine wine and premium spirits. Due to the abolition of tax on wine at the end of the review period and a growing focus on the promotion of Hong Kong as a wine trading hub, wine is expected to see the strongest total volume growth during the forecast period.
Table of contents
ALCOHOLIC DRINKS IN HONG KONG, CHINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks hampered by economic downturn
Hong Kong aims to become a fine wine trading hub
Leading players further gain share
Growing demand for specialist retailers
Continued trading up expected in forecast period
KEY TRENDS AND DEVELOPMENTS
Tax abolished on lower-strength alcoholic drinks
Growing interest in cocktail culture
Increasing polarisation seen in many product areas
Lack of storage space creates growing concern
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Imported Beer Brand 2008
Table 4 Selling Margin of a Typical Imported Wine Brand 2008
Table 5 Selling Margin of a Typical Imported Spirits Brand 2008
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Sales of Alcoholic Drinks by Region: Total Volume 2003-2008
Table 16 Sales of Alcoholic Drinks by Region: Total Value 2003-2008
Table 17 Sales of Alcoholic Drinks by Region: % Total Volume Growth 2003-2008
Table 18 Sales of Alcoholic Drinks by Region: % Total Value Growth 2003-2008
Table 19 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 20 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 21 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 22 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 24 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 25 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
Table 26 Forecast Sales of Alcoholic Drinks by Region: Total Volume 2008-2013
Table 27 Forecast Sales of Alcoholic Drinks by Region: Total Value 2008-2013
Table 28 Forecast Sales of Alcoholic Drinks by Region: % Total Volume Growth 2008-2013
Table 29 Forecast Sales of Alcoholic Drinks by Region: % Total Value Growth 2008-2013
DEFINITIONS
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 2007
JEBSEN & CO LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Jebsen & Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Jebsen & Co Ltd: Competitive Position 2007
MAXXIUM HONG KONG LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Maxxium Hong Kong Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Maxxium Hong Kong Ltd: Competitive Position 2007
SAN MIGUEL BREWERY HONG KONG LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 San Miguel Brewery Hong Kong Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 San Miguel Brewery Hong Kong Ltd: Competitive Position 2007
TELFORD INTERNATIONAL CO LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Telford International Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Telford International Co Ltd: Competitive Position 2007
BEER IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 13 Lager by Price Band 2008
SECTOR DATA
Table 30 Sales of Beer by Subsector: Total Volume 2003-2008
Table 31 Sales of Beer by Subsector: Total Value 2003-2008
Table 32 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 33 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 34 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 35 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 36 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 37 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 38 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 39 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 40 Beer Exports by Country of Destination: Total Value 2002-2007
Table 41 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 42 Beer Imports by Country of Origin: Total Value 2002-2007
Table 43 Company Shares of Beer by National Brand Owner 2003-2007
Table 44 Company Shares of Beer by Global Brand Owner 2003-2007
Table 45 Brand Shares of Beer 2004-2007
Table 46 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 47 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 48 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 49 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Cider/Perry: Total Volume 2003-2008
Table 51 Sales of Cider/Perry: Total Value 2003-2008
Table 52 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 53 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 54 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 55 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 56 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 57 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 58 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 59 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 60 Brand Shares of Cider/Perry 2004-2007
Table 61 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 62 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 63 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 64 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 66 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 67 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 68 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 71 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 72 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 73 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 74 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 75 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 78 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 79 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN HONG KONG, CHINA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Sales of Wine by Subsector: Total Volume 2003-2008
Table 81 Sales of Wine by Subsector: Total Value 2003-2008
Table 82 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 83 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 84 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 85 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 86 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 87 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 88 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 89 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 90 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 91 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 92 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 93 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 94 Sales of Still Red Wine by Quality Classification 2003-2008
Table 95 Sales of Still White Wine by Quality Classification 2003-2008
Table 96 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 97 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 98 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 99 Wine Exports by Country of Destination: Total Value 2002-2007
Table 100 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 101 Wine Imports by Country of Origin: Total Value 2002-2007
Table 102 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 103 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 104 Brand Shares of Still Light Grape Wine 2004-2007
Table 105 Company Shares of Champagne by National Brand Owner 2004-2007
Table 106 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 107 Brand Shares of Champagne 2004-2007
Table 108 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 109 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 110 Brand Shares of Other Sparkling Wine 2004-2007
Table 111 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 112 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 113 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 114 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 115 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 116 Brand Shares of Non-grape Wine 2004-2007
Table 117 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 118 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 119 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 120 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
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 121 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 122 Sales of Spirits by Subsector: Total Value 2003-2008
Table 123 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 124 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 125 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 126 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 127 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 128 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 129 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 130 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 131 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 132 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 133 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 134 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 135 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 136 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 137 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 138 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 139 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 140 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 141 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 142 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 143 Liqueurs Production: Total Volume 2002-2007
Table 144 Company Shares of Spirits by National Brand Owner 2003-2007
Table 145 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 146 Brand Shares of Spirits 2004-2007
Table 147 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 148 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 149 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 150 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013