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China On-trade Alcoholic Drinks Overview 2014

Most up-to-date research on "On-trade Alcoholic Drinks - China - June 2014" to its huge collection of research reports.

When it comes to alcoholic drinks, women’s spending is significantly less compared with men and female consumers are widely considered ‘hard to reach’. Highlighting food pairing and partnering with Asia restaurants in online-based campaigns should be able to help brands stand out when targeting women.


Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
Figure 1: Fan chart of on-trade alcoholic drinks in China, 2009-19
Market drivers
Government anti-extravagance campaign forcing a market reshuffle
The outlook for premium ranges remains strong
Health concerns pose a threat to the baijiu market but are a boost to wine
The ageing population poses a threat to the alcoholic drinks market
Organic growth remains strong as urbanisation continues apace
Supreme Court judicial interpretation on BYO drinks
Companies, brands and innovation
Brewpubs and microbrew/craft beer gain momentum
The emerging trend of food pairing
Innovation without boundaries: beer cocktails
The consumer
There is potential to expand the user base of on-trade channels
Figure 2: Usage of alcoholic drinks at home and out of home, March 2014
Consumers are drinking more frequently and spending more
Figure 3: Change of consumption level in alcoholic drinks, March 2014
Beer, wine and baijiu dominate both in-home and on-trade channels
Figure 4: Different types of alcoholic drinks had at home and out of home, March 2014
Chinese restaurants remain the most popular place for drinking
Figure 5: Places visited when drinking alcoholic drinks out of home, March 2014
Personal consumption outweighs business occasions
Figure 6: Occasions for drinking alcoholic drinks out of home, March 2014
Word of mouth becomes an important information channel
Figure 7: Attitudes towards information channels, March 2014
Impulsive purchase highlights the importance of campaigns at PoP
Figure 8: Attitudes towards out-of-home drink selection, March 2014
Trying new drinks is important but high earners remain brand loyal
Figure 9: General attitudes towards innovation, March 2014
Premium drinks show potential
Figure 10: General attitudes towards premiumisation
Wine has a healthy image
Figure 11: General attitudes towards health implication of drinking
What we think


Insights and Issues

How can brands target female consumers at on-trade channels?
The facts
Implications
How can brands utilise food pairing to improve awareness of their drinks?
The facts
Implications
Figure 12: Agreement with the statement “The type of alcoholic drink served with food is important to me when dining out of home”, by demographics, March 2014
How to break the affordability barrier?
The facts
Implications
Figure 13: Number of different types of alcoholic drinks had out of home, by income, March 2014
How can premium drinks effectively reposition themselves under the anti-extravagance campaign?
The facts
Implications

Trend Application

Trend: Influentials
Trend: Life Hacking
Mintel Future: Brand Intervention

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