As Chinese customers’ income levels rise, the spirits market in China is flourishing. The Chinese alcohol market reached 1,136 billion RMB (175 billion USD) in 2019, as the country’s alcohol consumption rises. Spirits account for the majority of the market, with Baijiu alone accounting for 65 percent.
On Chinese banquets, high-end spirits like Moutai, Chivas, and Martell are common. Aside from Baijiu, China’s national spirit continues to dominate the Chinese spirits market, although western spirits such as whiskey and brandy are increasingly influencing Chinese consumers’ alcohol preferences. The younger population is getting more interested in western alcohol culture, and the emergence of e-commerce platforms (such as Taobao, JD, and others) has made it easier for western spirits businesses to penetrate China’s alcoholic beverage market. Nonetheless, China’s alcoholic beverage legislation have been changing for a long time, and the legislative body has yet to establish a consensus on how to control alcoholic beverages in the country.