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Wine in Hong Kong, China
June 2022
2021 DEVELOPMENTS
Major improvement for local wine consumption as pandemic situation improves
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.
Traditional drinks specialists and e-commerce drive further off-trade growth
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.
Sake continues to grow in popularity
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.
PROSPECTS AND OPPORTUNITIES
Wine to record slowing demand in 2022 but solid growth expected over forecast period as a whole
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.
Sustainable wine to be of growing importance to local consumers
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.
Further growth potential for sake as new brands continue to enter
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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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Hong Kong, China report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Wine in Hong Kong, China?
Where is consumer demand for Wine focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in Hong Kong, China?
How are products distributed in Hong Kong, China?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?
Wine in Hong Kong, China - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Major improvement for local wine consumption as pandemic situation improves
Traditional drinks specialists and e-commerce drive further off-trade growth
Sake continues to grow in popularity
PROSPECTS AND OPPORTUNITIES
Wine to record slowing demand in 2022 but solid growth expected over forecast period as a whole
Sustainable wine to be of growing importance to local consumers
Further growth potential for sake as new brands continue to enter
CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2016-2021Table 2 Sales of Wine by Category: Total Value 2016-2021Table 3 Sales of Wine by Category: % Total Volume Growth 2016-2021Table 4 Sales of Wine by Category: % Total Value Growth 2016-2021Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021Table 6 Sales of Wine by Off-trade vs On-trade: Value 2016-2021Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021Table 16 GBO Company Shares of Champagne: % Total Volume 2017-2021Table 17 NBO Company Shares of Champagne: % Total Volume 2017-2021Table 18 LBN Brand Shares of Champagne: % Total Volume 2018-2021Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021Table 22 GBO Company Shares of Non-grape Wine: % Total Volume 2017-2021Table 23 NBO Company Shares of Non-grape Wine: % Total Volume 2017-2021Table 24 LBN Brand Shares of Non-grape Wine: % Total Volume 2018-2021Table 25 Forecast Sales of Wine by Category: Total Volume 2021-2026Table 26 Forecast Sales of Wine by Category: Total Value 2021-2026Table 27 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026Table 28 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
Alcoholic Drinks in Hong Kong, China - Industry Overview
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishmentsTable 29 Number of On-trade Establishments by Type 2015-2021
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 30 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 31 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021Table 32 Sales of Alcoholic Drinks by Category: Total Value 2016-2021Table 33 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021Table 34 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021Table 39 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021Table 40 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021Table 41 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026Table 43 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026Table 45 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
The following categories and subcategories are included:
Wine
Port
Sherry
Vermouth
Other Fortified Wine
Apple Wine
Bokbunjaju
Cheongju
Chinese Wine
Economy Rice Wine
Fortified Fruit Wine
Fruit and Berry Wine
Fruit and Herbal Wine
Fruit and Honey based Wine
Fruit Wine
Local Non-Grape Wine
Lower Mid-Range Rice Wine
Non-Grape Dessert Wine
Premium Rice Wine
Rice Wine
Sake
Takju
Upper Mid-Range Rice Wine
Yakju
Yellow Wine
Other Non-Grape Wine
Champagne
Other Sparkling Wine
Still Red Wine
Still Rosé Wine
Still White Wine
Wine
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).