Total volume sales of beer recovered to pre-pandemic levels in 2021, despite a new wave of COVID-19 emerging in Hong Kong, due to a swift government response along with the availability of the vaccine. On-trade businesses saw encouraging growth in volume sales combined with greater foot traffic from patrons who missed social interactions, along with an easing of government restrictions as a result of the relatively few cases the city experienced in 2021.
Craft beer is becoming increasingly popular among local consumers as they are increasingly attracted to more refined and varied flavours of beer. Most of the craft breweries offer distinctively different flavours, from Hong Kong Beer Co’s Mango Lassi IPA to Black Kite’s Ice Cream Swirl Milkshake, which has left local beer consumers spoilt for choice.
The newer entry of non-alcoholic beer continued to record dynamic growth in Hong Kong in 2021, as a growing number of consumers sought perceived healthier alternatives. Health and wellness trends were highlighted during the pandemic, with many bars and pubs noting an increase in customers requesting non-alcoholic beer options.
Beer in Hong Kong is predicted to continue its strong performance in 2022 despite a spike in COVID-19 cases in the early months of the year. The popularity and strong growth of off-trade outlets such as e-commerce and supermarkets mean that local consumers will continue to enjoy their beer in the comfort of their own homes when required to isolate.
The leading beer players in Hong Kong continued to maintain their strong brand share in 2021, despite the rising popularity of local craft beer brands because they generally occupy different areas of the category. According to trade discussions, craft beer drinkers demand taste difference and local flavours, whereas those who drink established beer brands such as Blue Girl and Carlsberg often consume these in on-trade establishments such as pubs/bars when they watch competitive sports or major sporting events on television.
As local consumers continue to seek perceived healthier alternatives to beer, new options of non-alcoholic beer are likely to emerge, leading to intensifying competition. Despite gradually losing share to smaller players, Carlsberg 0% continues to make waves, as increasing numbers of on-trade establishments start to offer the brand as a standalone drink, as well as part of a lunch set deal for drinkers who want the familiar taste while not returning to the office inebriated.
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Understand the latest market trends and future growth opportunities for the Beer industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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