Alcoholic Drinks in Hangzhou

Key findings

Tourism and international conferences facilitate the growth of yellow wine in Hangzhou

Hangzhou is geographically close to the principal producer of yellow wine, Shaoxing, resulting in the increasing popularity of yellow wine made in Shaoxing. The G20 summit held in Hangzhou also drove sales of yellow wine, as it was appointed as the official drink at the summit.

Leading brands from other regions enjoy a competitive advantage, while local beer brands survive through extensive local distribution

Beer in Hangzhou is dominated by leading brands from other regions. However, local beer brands are also attractive to consumers, with their wide presence in local hypermarkets and supermarkets. Meanwhile, due to using the famous natural resource of Qingdao Lake water, consumers have rising awareness of local beer brands in Hangzhou.

High-end alcoholic drinks with attractive packaging are popular in Hangzhou

Busy trade and increasing disposable incomes are boosting sales of yellow wine with attractive packaging, as local consumers tend to buy these products for business occasions and gifting. Moreover, Western culture is driving sales of craft beer, which targets the high-end niche in Hangzhou.

Alcoholic drinks are valued by tourists and facilitate the growth of the market

Hangzhou is well-known for its beautiful scenery and natural resources; it has always been a famous tourist spot in China. Taking advantage of the high volume of tourists, bars and restaurants in the West Lake district are becoming more popular and recording rapid growth.