China has become one of the world’s largest consumers for wines and spirits, boosted by a quickly growing middle class with more disposable income. Among the post 80’s generation western spirits have become increasingly popular through the years. Boosted by online influencers whom post information about foreign brands in the category the knowledge and exposure of these alcohols continues to grow.
Trends indicate that the younger generation (post 90’s) are the major drivers for growth in the industry, with a massive consumer potential and willingness to spend on a trendy lifestyle. Additionally, as consumers desire for a healthier lifestyle increases the demand for smaller packed alcohol products will increase.