While spirits registered a decline in volume terms through both channels it was the on-trade that saw a slightly better performance in 2018. Sales suffered through the off-trade and on-trade as a result of Taiwan’s weak economy with consumers cutting back on non-essential spending, with spirits carrying a higher price than other alcoholic drinks.
Whiskies was one of the few areas to record growth in total volume terms in 2018. After the dominant category of Chinese spirits, whiskies is the largest category within spirits in Taiwan.
Chinese spirits continued to dominate total volume sales of spirits in Taiwan in 2019. The category is largely made up of the popular local drink kaoliang, which has a long history of consumption in the country and in mainland China.
Kinmen Kaoliang Liquor Inc holds a strong lead in spirits thanks to its dominance in Chinese spirits with its Kinmen Kaoliang Liquor 58 and Kinmen Kaoliang 38 brands. However, while Kinmen saw a decline in total volume terms in 2018 another local player, King Car Food Industrial Co Ltd, registered double digit growth.
One of the most dynamic categories within spirits in 2018 was Japanese whisky with it benefiting from a growing reputation for producing high-quality whiskies that meet with local tastes. Products from Japan in general have a reputation for high quality, while they are also trusted to be more natural.
Taiwan Tobacco & Liquor Corp retained second place in spirits in 2018 with it offering a wide portfolio of products including holding the lead in brandy, rum and other whiskies. Although a number of its brands saw a decline in total volume terms in 2018 due to waning interest in spirits, its Yu He brand of Chinese herbal spirits saw extraordinary growth in 2018.
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This industry report originates from Passport, our Alcoholic Drinks market research database.