Executive Summary

Jul 2019
PROSPECTS
Japanese single malt whisky shortage

Japanese whisky saw dynamic growth in total volume terms over the review period. Consumers are attracted not only to the taste and prestige of Japanese whisky but also to the beautiful packaging which makes it an ideal gifting product.

Over supply of Scotch whisky expected

Single malt Scotch whisky saw dynamic growth in total volume terms at the end of the review period as increased knowledge and awareness of whiskies was backed by rising disposable income, with this set to continue over the forecast period. At the beginning of the review period there was only one whisky festival in Hong Kong but by 2019 this number had grown to four as interest and demand for whiskies increased.

Gin on the rise

After single malt Scotch whisky, gin was the most dynamic category in spirits in 2018 with it being the new alcoholic drinks trend in Hong Kong. With demand and interest growing both on a local and global scale there were a large number of new premium gin products that appeared in the market at the end of the review period.

COMPETITIVE LANDSCAPE
Gin becoming increasingly fragmented

Consumers in Hong Kong have become increasingly knowledgeable about the variety of taste notes and differences between the gin products on offer. While Moët Hennessy Diageo Hong Kong Ltd’s Gordon’s gin remained the category leader, the company’s Tanqueray brand was the most dynamic recording double-digit total volume growth in 2018.

Choya Umeshu increases presence in other liqueurs

A common view in Hong Kong is that Japanese products are more premium, including alcoholic drinks. One Japanese brand to record strong growth in 2018 was Choya Umeshu in other liqueurs.

Chivas remains top but faces growing competition in blended scotch whisky

Pernod Ricard Hong Kong Ltd retained its dominance in blended Scotch whisky in 2018, with this being by far the largest category of spirits in Hong Kong. The company’s popular Chivas brand has the advantage of being sold in the majority of the island’s karaoke bars, while it is also seen as more affordable than other brands.

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Spirits in Hong Kong, China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Hong Kong, China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Hong Kong, China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Hong Kong, China?
  • What are the major brands in Hong Kong, China?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Spirits in Hong Kong, China - Category analysis

HEADLINES

PROSPECTS

Japanese single malt whisky shortage
Over supply of Scotch whisky expected
Gin on the rise

COMPETITIVE LANDSCAPE

Gin becoming increasingly fragmented
Choya Umeshu increases presence in other liqueurs
Chivas remains top but faces growing competition in blended scotch whisky

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Hong Kong, China - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks benefits from demand for craft beer and vibrant on-trade scene
Japanese products perform well while all-you-can-eat restaurants gain favour
Premiumisation becoming widespread
Craft products gaining attention
Bright outlook for alcoholic drinks in Hong Kong

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

SOURCES

Summary 3 Research Sources