In 2021, sales of baijiu (Chinese spirits) continued to see a strong decline. Five years of continuous decrease in volume sales were partly due to a transition in consumers’ perceptions of baijiu consumption.
Consumers who used to choose the Chinese spirits brand Jiangxiaobai for its in-style brand messaging are shifting to products with a milder taste and longer-lasting fragrance and flavour, such as Little Lang Liquor. As consumers improve their understanding and appreciation of baijiu, they also start to build a positive connection between taste and quality.
International spirits recorded double-digit growth in both volume and value terms in 2021. China gradually recovered from the pandemic in this year, and this contributed to the development of international spirits.
The total volume of premium Chinese spirits (RMB200-599.99 per litre) is expected to continue to grow over the next five years.
With premiumisation being the main theme in baijiu, manufacturers have implemented multiple strategies to boost their value sales without significantly increasing volumes. Many distillers updated their pricing strategy by raising the prices of existing products.
China signed the Regional Comprehensive Economic Partnership (RCEP) together with 14 other members in 2020, and the agreement is to become valid in 2022. The RCEP decided that the tariff for Japanese whisky will be reduced by 0.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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