Wine recorded a significant improvement in total demand in late 2021 due to the relaxed social distancing measures in the city. The new relaxed policies resulted in many consumers hosting weddings and other major events in their lives that had been delayed due to the pandemic, thus leading to greater sales for sparkling wine such as champagne.
Local consumers contributed to a notable improvement in demand for wine in 2021, supported by distribution channels such as traditional drink specialists and e-commerce. Some consumers who continued to enjoy at-home entertainment and alcohol consumption were the key drivers of e-commerce sales, as increasing numbers of online platforms offer home delivery as part of pandemic adaption strategies.
The combination of the 2021 opening of Don Don Donki, the Japanese food wholesaling department store, and a 20% increase in Japanese foodservice outlets, meant that sake recorded particularly dynamic growth in 2021 following notable declines the previous year. Don Don Donki’s arrival in Hong Kong now means that consumers have a much wider range of sake brands from which to choose, thus driving down the average unit price.
Hong Kong entered its fifth wave in the first quarter of 2022, and with it brought the strictest social distancing measures the city had ever seen. All on-trade establishments such as restaurants were not permitted to operate past 18.
As wine in Hong Kong continues to mature, increasing numbers of local consumers will become increasingly selective in their choice of alcoholic drink. While many local consumers continue to seek major brands that are expensive/at a premium, a growing number will start to adopt the rising sustainability trend as a way of differentiating themselves from other drinkers.
While sake has always been popular in Hong Kong, local consumers are likely to enthusiastically receive the further entry of new brands. The competitive landscape of sake in the city has always been fragmented as consumers are more likely to try newer products and flavours rather than exhibit brand loyalty.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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