Overall consumption of spirits in 2021 witnessed promising signs of recovery from the pandemic-battered year of 2020 which recorded notable declines, with a range of spirits recording positive growth due to the lower impact of COVID-19. On-trade experienced a particularly strong performance, due to Hong Kong’s rollout of its vaccination programme, resulting in lower cases of the virus.
Previously viewed as a drink for older generations, cognac has rapidly gained the attention of local consumers of spirits, with a plethora of big name crossovers and advertising campaigns being launched in 2021. For instance, the Hennessy X NBA Global Crossover was a huge hit with local consumers, as the brand was announced as the NBA’s official spirits partner.
In line with the easing of restrictions in 2021, many major familial events, weddings and parties that were previously postponed resumed. This helped to drive up demand for local celebratory spirits such as baijiu, maotai and other favoured spirits.
As the Omicron variant emerged in Hong Kong, its presence led to a spike in daily cases in early 2022, which surpassed previous records. This was a point of concern for spirits producers as the situation led to the mass temporary closure of all on-trade establishments.
A negligible area of the category at the end of the review period, non-alcoholic spirits offer potential sales opportunities, as the local population increasingly embraces health and wellness trends that have emerged since the pandemic. Seedlip, a major producer of non-alcoholic spirits on a global level, approached an experienced brand ambassador to market its product to meet growing interest.
The sustainability trend in spirits has been present in Hong Kong for a number of years, but 2021 witnessed greater innovation and initiatives to address consumers’ changing demands and sentiment. Major brands of whiskies such as The Macallan and Talisker introduced sustainable packaging as part of their latest launches (The Macallan Harmony Rich Cacao and Talisker 10 Years Expression).
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Understand the latest market trends and future growth opportunities for the Spirits 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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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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