With the exponential surge in demand for Japanese whisky within the Chinese market, there is the anticipation of continued growth in total volume sales throughout the forecast period. This notable upswing will predominantly be propelled by the burgeoning number of consumers, specifically millennials, and generation Z of legal purchasing age, who are particularly drawn to the distinctive and contemporary image associated with Japanese whisky.
In the post-COVID-19 era, with rising health consciousness, consumers are paying more attention to their health and the potential risks of alcohol consumption. “Drink less, drink better” has become a widely accepted notion for Chinese consumers, thus shifting their consumption from low-end, economy Chinese spirits to premium or even super-premium products, such as Moutai, Wu Liang Ye, and others with high brand value.
Brandy and cognac exhibits promising prospects in China, with recent adjustments in prices foreshadowing a favourable outlook. As the number of individuals embracing brandy is expected to surge, the brandy category in China will expand.
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Understand the latest market trends and future growth opportunities for the Spirits industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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