Beer in Hong Kong, China

PROSPECTS

Mid-priced lager losing sales to premium and economy lager

Mid-priced lager is the largest category within beer in Hong Kong but it registered slow growth in on-trade volume terms in 2018, with the category expected to decline over the forecast period. Demand for mid-priced lager has fallen with the category experiencing polarisation through the on-trade with consumers either choosing premium or economy lager.

All-you-can-eat-restaurants boost demand for economy lager

Budget bars continued to be crowded out by all-you-can-eat-restaurants in Hong Kong at the end of the review period. Budget bars have developed a reputation as being unsafe, while Hong Kong consumers have found the idea of unlimited food and drink orders to be particularly welcoming.

Draft beer proving popular as craft beer scene explodes

Most high-end beer is offered on draft by default in on-trade outlets in Hong Kong. Trade interviews suggest that when beer is offered on draft, sales are much better with consumers perceiving it to have a better taste.

COMPETITIVE LANDSCAPE

Gweilo Beer leads domestic premium lager with popular local craft beer

Gweilo Beer (HK) Ltd maintained its leading position in domestic premium lager with it opening its new production facility in Wong Chuk Hang in March 2018 to increase its production capability. Having only launched in 2015 the company has seen rapid development with its offer of natural, unpasteurised craft beer.

Hite beer seen in most all-you-can-eat-restaurants

Hite Jinro Co Ltd took over the lead in economy lager in 2018, having led imported economy lager throughout the review period. Due to its light flavour and relatively low alcohol content Hite is a good accompaniment to the heavily flavoured Asian cuisine which is present in the majority of the island’s all-you-can-eat restaurants which have become extremely popular in Hong Kong.

Budweiser posting strong growth

Despite the relatively weak performance of mid-priced lager in general, Budweiser still managed to record double-digit total volume growth in 2018. The brand was very active in sponsoring events in 2018 with it being the official beer sponsor for the 2018 FIFA World Cup.

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