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2025 Developments
In 2025, alcoholic drinks in Taiwan recorded a moderate contraction in volume, with total sales falling by 0.6% to 535 million litres, despite an environment of strong economic growth, underlining the impact of evolving health attitudes and consumer caution on discretionary spending. The performance is less robust than broader Asia Pacific trends, where volume remains more resilient, highlighting Taiwan’s unique demographic shift towards moderation and premium experiences. The combination of rising costs, price sensitivity, and generational shifts towards wellness and local authenticity makes this an increasingly competitive and fragmented landscape, yet the ongoing premiumisation, dynamic product innovation, and strong retail fundamentals underscore the long-term attractiveness for agile players. To succeed, brands must prioritise localisation, invest in no and low alcohol portfolios, and harness proximity-driven retail channels, while engaging younger consumers through creative launches and differentiated experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Taiwan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Taiwan?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Taiwan?
- How are products distributed in Taiwan?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Taiwan, China
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Buckskin Introduces Zero-Carb Beer, Expanding No and Low Alcohol Choices
Rtds Attract Younger Consumers as Wine Loses Ground to New Formats
Taihu and Sc Lab Collaborate, Driving Premiumisation and Cultural Innovation
Chart 2 In 2025, local brand Taihu partnered with tea distillation specialist SC Lab to develop a new RTD offering.
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Brands Target Younger Adults with Cocktails and Modern Design
Local Flavours and Health Trends Drive Innovation and Responsible Drinking
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Heineken’S Local Production and Secondary Brands Intensify Competition as the Established Leader Loses Ground
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Convenience Stores Drive Sustained Sales with Proximity and Promotions
Legal Restrictions Limit Online Alcohol Sales to Niche Non-Alcoholic Drinks
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
King Car and Taihu Spark Growth with Nolo and Local Flavour Launches
Product Launches Reshape Consumer Expectations and Drive Channel Adaptation
Incumbents Lose Share as Secondary Brands and Innovation Intensify Rivalry
Chart 10 Economic Context for Alcoholic Drinks
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Taiwan, China
Key Data Insights
Beer Summary
Chart 16 Key Industry Trends for Beer
Kirin and Sunmai Respond to Shifting Drinking Habits with Innovation and Localisation
Sunmai and Kirin Drive Value with Nolo Innovation and Local Culture
Strong Economic Rebound Offers Limited Relief as Health and Price Concerns Persist
Chart 17 Volume Sales 2020-2030
Chart 18 Volume Sales by Category 2025
Heineken Shifts to Local Production as New Brands Narrow the Gap
Taiwan Beer and Kirin Deepen Cultural Bonds to Retain Drinkers
Sustainability and Innovation Shape Product Launches and Marketing
Chart 19 Forecast Volume Sales 2020-2030
Chart 20 Forecast Volume Sales by Category 2025-2030
Chart 21 Analyst Insight for Beer
Taiwan Tobacco and Liquor Corp's Lead Narrows as Rivals Gain Ground
Heineken’S Local Production and New Launches Drive Competition
Chart 22 Company Shares 2025
Chart 23 Brand Shares 2025
7-11 Leverages Nationwide Reach and Fresh Draft to Cement Lead
Poya Expands Shelf Space and Launches Craft Collaborations to Attract New Drinkers
Strict Regulations Limit Online Sales to Non-Alcoholic Beer Despite Digital Readiness
Kirin and Sunmai Attract Health-Focused and Adventurous Drinkers
Kirin and Beer Belly Launch Nolo and Functional Beers to Widen Appeal
Chart 24 Major Beer Brands Launched Non-Alcoholic Ranges in 2026
Beer Brands Expand Product Lines to Offset Declining Demand
Chart 25 Economic Context for Beer
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Beer
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Cider/Perry in Taiwan, China
Key Data Insights
Cider/Perry Summary
Taihu and Ugly Half Beer Energise Product Innovation Amid Shifting Preferences
Ugly Half Beer Reinvents Cider/Perry with Targeted Label Redesign
Chart 31 Local beer brand Ugly Half upgraded its cider wine label design in 2026
Taihu Leverages the Lunar New Year to Drive Premium Cider/Perry Adoption
Chart 32 Local player Taihu launched a new product in 2026
Chart 33 Volume Sales 2020-2030
Chart 34 Volume Sales by Category 2025
Health-Focused Reformulations Drive Resilience in Declining Volumes
Tea and Fruit Infusion Reinvents Cider Appeal for Younger Drinkers
Chart 35 Forecast Volume Sales 2020-2030
Chart 36 Forecast Volume Sales by Category 2025-2030
Strongbow and Somersby Sustain Dominance as New Entrants Innovate
Chart 37 Company Shares 2025
Chart 38 Brand Shares 2025
Convenience Stores Extend Reach as Supermarkets Seek Growth
Legal Barriers Stall E-Commerce, Offline Remains Unchallenged
Chart 39 Economic Context for Cider/Perry
Chart 40 Real Gdp Growth 2020-2030
Chart 41 Inflation 2020-2030
Chart 42 Consumer Context for Cider/Perry
Chart 43 Population 2020-2030
Chart 44 Population by Generation 2025
Rtds in Taiwan, China
Key Data Insights
Rtds Summary
Wat Redefines Premium with Design-Led Rtds and Local Flavours
Taihu’S Tea Highball Expands Appeal through Local Innovation
Nxxde’S Alcohol-Free Launch Signals Growing Nolo Demand
Chart 45 Local Brand Nxxde Launched Taiwan's First Non-Alcoholic RTD in March 2026
Chart 46 Volume Sales 2020-2030
Chart 47 Volume Sales by Category 2025
Canned Cocktails Attract Younger Adults with Convenient Formats and Social Appeal
Innovative Packaging and On-Trade Expansion Unlock New Opportunities for Brands
Chart 48 Forecast Volume Sales 2020-2030
Chart 49 Forecast Volume Sales by Category 2025-2030
Suntory and Kirin Drive Share Shifts with Targeted Launches
Chart 50 Company Shares 2025
Chart 51 Brand Shares 2025
Poya Expands Alcoholic Drinks Displays to Attract New Shoppers
Chart 52 Economic Context for Rtds
Chart 53 Real Gdp Growth 2020-2030
Chart 54 Inflation 2020-2030
Chart 55 Consumer Context for Rtds
Chart 56 Population 2020-2030
Chart 57 Population by Generation 2025
Spirits in Taiwan, China
Key Data Insights
Spirits Summary
Bruichladdich and Kavalan Drive Premiumisation as Inflation Curbs Volume
Chart 58 Renowned Scottish Winery Bruichladdich Launched Its Premium Whisky in Taiwan in 2025
Kavalan and Jack Daniel Engage Youth through Collaborative Experiences
Chart 59 Volume Sales 2020-2030
Chart 60 Volume Sales by Category 2025
Bartenders Leverage Domestic Ingredients to Diversify Cocktail Offerings
Local Brands Shift From Tastings to Outdoor Lifestyle Activations
Whiskies Sustain Leadership as White Spirits Accelerate on Local Appeal
Chart 61 Forecast Volume Sales 2020-2030
Chart 62 Forecast Volume Sales by Category 2025-2030
Kinmen Kaoliang and Taiwan Tobacco Defend Leadership as Smaller Brands Seek Growth
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Food and Drink Specialists Build Loyalty with Tailored Experiences
Independent Retailers Engage Youth through Cultural Collaborations
Online Prohibition Limits Digital Disruption as Physical Stores Prevail
Chart 65 Economic Context for Spirits
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Spirits
Chart 69 Population 2020-2030
Chart 70 Population by Generation 2025
Wine in Taiwan, China
Key Data Insights
Wine Summary
Chart 71 Key Industry Trends for Wine
Costco Tailors Wine Displays to Attract Both Value Seekers and Premium Buyers
New Zealand Sauvignon Blanc Defies Market Decline with Duty-Free Boost
Buvons Nature Redefines Wine Experiences for Taiwan’S Younger Drinkers
Chart 72 Buvons Nature Makes Wine More Accessible and Culturally Relevant
Chart 73 Volume Sales 2020-2030
Chart 74 Volume Sales by Category 2025
Younger Consumers of Legal Drinking Age Boost Demand for New Origins and Styles
New Producers and Price Trends Reshape Consumer Preferences
Chart 75 Forecast Volume Sales 2020-2030
Chart 76 Forecast Volume Sales by Category 2025-2030
Chart 77 Analyst Insight for Wine
Taiwan Tobacco & Liquor Corp Sustains Lead as Consumer Loyalty Remains Low
Chart 78 Company Shares 2025
Chart 79 Brand Shares 2025
Chained and Independent Specialists Strengthen Ties with Informed Buyers
Costco Adapts Pricing and Assortment to Capture Polarised Spending
Chart 80 Costco Changed Its Wine Display Strategy in 2025
Buvons Nature Event Accelerates Generational Shift in Wine Preferences
Cloudy Bay Leverages Gifting Culture with Seasonal Product Launch
Chart 81 Economic Context for Wine
Chart 82 Real Gdp Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Wine
Chart 85 Population 2020-2030
Chart 86 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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