Consumption of spirits was already in decline before the outbreak of COVID-19, but the pandemic hastened the trend in 2020 and especially 2021. This was partly due to the movement towards healthier lifestyles, but on-trade sales also suffered particularly steep declines as Taiwan went into lockdown for several months in 2021.
Local memorial spirits rose in popularity in the market in 2021 with sales benefiting from the growing interest in local tourism, brought about by restrictions on foreign travel. Spirits were seen as popular souvenirs, with this being supported by social media posts which focused on local lifestyle stories.
From May to August 2021 Taiwan was hit by lockdown restrictions which prevented on-trade channels from selling spirits. Pubs and bars were unable to reopen until even later than ordinary cafés, snack stalls, and restaurants and this was a huge obstacle to sales of spirits.
Young consumers of a legal drinking age have become the main target for brands in spirits. To get rid of their old-fashioned image, some producers of spirits like cognac and brandy have climbed onboard the trendy cocktail bar scene and have started promoting their products as a good base for various cocktails.
When it comes to spirits, brands are expected to shift their focus from knowledge-based tasting events to outdoor lifestyle activities, with this being seen as an effective way to reach a wider audience. Brands are expected to sponsor outdoor activities such as mountain climbing, camping, and music festivals.
The sherry cask trend witnessed explosive growth at the end of the review period and is expected to continue developing over the forecast period. Taiwanese consumers tend to enjoy sweet and smooth flavours and as such this is likely to favour the further development of sherry cask whiskies.
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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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