中國的酒精飲料

2025年受溫和經濟成長、消費者行為日益謹慎、健康意識增強以及適度飲酒偏好等因素的影響，中國酒精飲料市場Off-Trade銷售量將略微下降至263億公升。儘管銷售量下降，同類Off-Trade銷售額仍保持強勁，達到1.2459兆元人民幣，反映出消費者願意投資於兼具品質和地道性的高級產品。啤酒在銷售方面繼續保持主導地位，這得益於無酒精和低酒精產品以及大容量包裝等創新產品的推出。同時，由於消費者習慣的改變，烈酒和即飲飲料的銷售量有所下降。此品類的成熟度體現在：大型啤酒生產商維持了穩定的市場佔有率，而新興企業則著重細分市場。同時，零售電商和即時配送平台的快速發展改變了消費者的購買行為，帶來了便利性和更豐富的選擇，尤其是在優質和健康產品方面。為了在這種環境下取得成功，品牌需要優先考慮優質化，創新推出低酒精和無酒精產品，在謹慎但以價值為導向的市場中採用靈活的分銷策略，利用數位管道，並回應不斷變化的消費者需求。

Euromonitor International發布的《中國酒精飲料市場》報告全面分析了中國酒精飲料市場的規模和結構。本報告涵蓋了最新的零售銷售資料（2021-2025年），有助於識別成長驅動型細分市場。本報告還列出了主要參與者和品牌，並對影響市場的主要因素進行了策略分析，包括監管、分銷和定價問題。此外，報告也對2030年之前的市場發展趨勢進行了預測。

目標產品：啤酒、蘋果酒/梨酒、即飲酒精飲料、烈酒、葡萄酒

資料範圍：市場規模（歷史資料和預測資料）、企業市場占有率、品牌佔有率、分銷資料

購買這份報告有什麼好處？

• 請詳細了解酒類市場整體情況。
• 辨識成長型產業，了解推動市場變化的因素。
• 分析競爭格局、主要市場參與企業和主要品牌。
• 根據五年預測，評估市場的未來成長潛力。

目錄

執行摘要

• 2025年的發展趨勢

關鍵資料分析

主要行業趨勢

產業表現

• 在經濟逐步成長的背景下，消費者謹慎的態度推動價值提升和優質化。
• 啤酒推動了銷量成長，而優質化則提高了收入。
• Absolut Vodka與Genki Forest的合作是無酒精與低酒精飲料領域創新的典範。

前景

• 隨著經濟穩定成長和市場日趨成熟，預計消費者酒精消費量將穩定在適中水準。
• 在優質化趨勢持續推進的背景下，啤酒市場預計將在銷售方面保持領先地位。
• 高級產品和低酒精產品的創新重塑消費者的選擇和銷售管道。

競爭格局

• 隨著市場佔有率趨勢趨於穩定，主要啤酒生產商鞏固其市場地位。
• 新興啤酒生產商的成長為策略擴張提供了機會。

通路

• 雖然食品零售商仍然佔據主導地位，但電子商務迅速發展。
• 對優質化的追求和日益增強的健康意識推動零售通路的創新。
• 零售電子商務憑藉其便利性和豐富的商品選擇，徹底改變人們的購物習慣。

市場背景

• 法律法規
• 法定購買年齡和法定飲酒年齡
• 酒後駕車
• 廣告
• 禁止抽煙
• 營業時間
• On-Trade場所

課稅和關稅

商業環境

• 走私和平行輸入
• 免稅店
• 跨境貿易/個人進口

產品

• Budweiser和Tsingtao擴大了其無酒精和低酒精產品線，以吸引注重健康的消費者。
• Absolut Vodka與Genki Forest的合作引領低酒精即飲飲料的創新。
• 為了滿足注重成本績效的消費者的需求，零售商日益增加大容量自有品牌精釀啤酒的銷售量。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

中國啤酒

關鍵資料分析

• 2025年的發展趨勢
• 啤酒概要

主要行業趨勢

產業表現

• 在消費者支出謹慎的情況下，銷售成長與銷售量下降形成了鮮明對比。
• 拉格啤酒銷售量占主導地位，消費者對「熟悉口味」的偏好依然存在。
• 零售商正利用自有品牌和口味創新來獲取價值成長。

前景

• 即使銷售量下滑，啤酒製造商也利用優質化來維持價值成長。
• 小眾啤酒發展動力強勁，而拉格啤酒則逐漸衰落，但預計其銷售量。
• 為了滿足不斷變化的消費者需求，啤酒生產商開發創新產品，例如新鮮啤酒和茶啤酒。

競爭格局

• China Resources Beer和Tsingtao Brewery憑藉著在Off-Trade市場的主導市場佔有率，在業界確立了主導地位。
• 消費者模式的轉變和穩定的領導層創造策略成長機會。

通路

• 小規模本地雜貨店仍然保持領先地位。
• 消費者便利性和現有通路塑造零售業的發展趨勢。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

中國蘋果酒/梨酒

關鍵資料分析

• 2025年的發展趨勢
• 蘋果酒/梨酒概要

主要行業趨勢

產業表現

• Shan Cheng Niang Zao利用電子商務來吸引年輕一代。

前景

• 電子商務平台和便利商店鼓勵人們在家中飲酒。
• 果味創新和視覺設計目的是吸引年輕飲酒者

競爭格局

• 小規模啤酒廠利用電子商務來蠶食老牌公司的市場佔有率。

通路

• 便利商店和電子商務透過即時配送，在Off-Trade市場中保持著主導地位。

產品

• Shan Cheng Niang Zao利用電子商務吸引年輕消費者。
• Shan Cheng Niang Zao和 Somersby 透過數位化優先策略擴大業務範圍。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

中國RTDS

關鍵資料分析

• 2025年的發展趨勢
• RTDS概述

主要行業趨勢

產業表現

• 即使經濟溫和成長也未能阻止總銷售額的下降。
• 雖然以烈酒為基礎的即飲飲料在銷售量方面佔據市場佔有率，但其他類型的即飲飲料仍然處於小眾地位。
• 低酒精雞尾酒憑藉其社交和健康方面的吸引力，徹底改變競爭格局。

前景

• 達到法定飲酒年齡的年輕人改變他們的飲酒習慣，這導致即飲飲料（RTD）的消費量下降。
• 即使在整體呈下降趨勢的情況下，以烈酒為基礎的即飲飲料預計仍將保持銷售量優勢。
• 通路分散和地域性特徵推動策略創新。

競爭格局

• Shanghai Bacchus佔據主導地位
• 經營團隊的穩定有利於創新和重點成長策略的實施。

通路

• 隨著傳統銷售管道的萎縮，便利商店和電子商務零售商獲得更大的市場佔有率。
• 通路細分和場景化零售重塑消費者獲取產品和品牌策略的方式。
• 各大線上零售商紛紛推出誘人提案。

產品

• 調味和低酒精濃度的趨勢推動產品創新和消費者支持。
• 領導品牌利用口味創新和精準定位來開拓小眾市場。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

中國烈酒

關鍵資料分析

• 2025年的發展趨勢
• 烈酒概述

主要行業趨勢

產業表現

• 即使在經濟逆風的情況下，奢侈品禮品市場也在支撐經濟復甦。
• 雖然其他烈酒在銷售上主導，但利口酒在零售市場呈現強勁成長動能。
• 「高階」和「經濟型」烈酒，以及對傳統的重視，造成消費者選擇上的兩極化。

前景

• 儘管整體銷售量有所下降，但高檔烈酒和其他烈酒預計將繼續保持其市場主導地位。
• 由於強勁的成長動力和偏好的變化，利口酒和威士忌獲得發展動力。
• 中國酒類生產商創新並採取措施應對關稅，以維持高階市場的成長。

競爭格局

• 面對跨國公司崛起帶來的挑戰，中國主要蒸餾酒生產商鞏固自身地位。
• 創新和不斷變化的消費者偏好為蒸餾酒製造商的發展鋪平道路。

通路

• 雖然超級市場仍然主導，但電子商務不斷擴張。
• 零售電子商務透過便利的購物體驗和精心挑選的商品，徹底改變了人們的購物體驗。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

中國葡萄酒

關鍵資料分析

• 2025年的發展趨勢
• 葡萄酒概要

主要行業趨勢

產業表現

• 儘管銷售量下降，但價值仍保持穩定，反映了消費者偏好的變化。
• 雖然米酒在銷售上佔據領先地位，但起泡酒和白葡萄酒推動整體銷售的成長。
• 零售電子商務和小包裝改變消費和獲取產品的方式。

前景

• Z世代和女性消費者推動白葡萄酒市場的成長，他們追求清爽的口味。
• 雖然非葡萄釀造的葡萄酒仍然佔據最大的市場佔有率，但氣泡酒經歷快速成長。
• 電子商務的轉型和消費者生活方式的改變重塑葡萄酒產業的經營模式。

競爭格局

• 大型製造商轉向精品式生產，為產業的集中化帶來了新的維度。
• 國內創新和消費者偏好的變化推動成長。

通路

• 儘管食品零售商仍然佔據主導地位，但電子商務不斷擴大其影響力。
• 便利性和緊湊的包裝塑造現代零售業。
• 零售電子商務正透過速度和社交互動改變購買葡萄酒的方式。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

In 2025, alcoholic drinks in China navigated a landscape marked by moderate economic growth and increasing consumer prudence, with off-trade volume sales contracting slightly to 26.3 billion litres amid heightened health awareness and a preference for moderation. Despite volume declines, the category sustained strong off-trade value at CNY1,245.9 billion, reflecting consumers' willingness to invest in premium products that offer quality and authenticity. Beer maintained its dominant volume position, buoyed by innovation in non alcoholic and low alcohol variants and larger pack formats. Meanwhile, spirits and RTDs experienced volume erosion due to shifting consumption habits. The category’s maturity was evident in stable market shares being held by leading brewers alongside emerging players capturing niche segments. Concurrently, the rapid expansion of retail e-commerce and instant delivery platforms was transforming purchasing behaviours, providing convenience and variety especially for premium and health-oriented offerings. Success in this environment requires brands to prioritise premiumisation, innovate with low-alcohol and non alcoholic products, and adopt agile distribution strategies that leverage digital channels to meet evolving consumer demand in a cautious yet value-driven market.

Euromonitor International's Alcoholic Drinks in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

• 2025 Developments

Key Data Insights

Key Industry Trends

• CHART 1 Key Industry Trends for Alcoholic Drinks

Industry Performance

• Consumer Prudence Drives Value and Premiumisation Amid Moderate Economic Growth
• CHART 2 Expanding Range of Private Label Craft Beer
• Beer Leads Volume with Premiumisation Supporting Value Sales
• Absolut Vodka and Genki Forest Partnership Exemplifies No/Low Alcohol Innovation
• CHART 3 Volume Sales 2020-2030
• CHART 4 Volume Sales by Category 2025

What's Next?

• Consumers to Moderate Drinking Amid Stable Economic Growth and Market Maturity
• Beer to Retain Volume Leadership as It Sees Continued Premiumisation
• Innovation in Premium and Low Alcohol Products Reshapes Consumer Choices and Channels
• CHART 5 Forecast Volume Sales 2020-2030
• CHART 6 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 7 Analyst Insight for Alcoholic Drinks
• Leading Brewers Strengthen Position Amid Steady Share Dynamics
• Growth among Emerging Brewers Presents Strategic Expansion Opportunities
• CHART 8 Company Shares 2025
• CHART 9 Brand Shares 2025

Channels

• Grocery Retailers Still Dominant, but E-Commerce Gains Momentum
• Premiumisation and Health Awareness Drive Retail Channel Innovation
• Retail E-Commerce Reshapes Purchasing Habits with Convenience and Variety

Market Background

• Legislation
• Legal Purchasing Age and Legal Drinking Age
• Drink Driving
• Advertising
• Smoking Ban
• Opening Hours
• On-Trade Establishments

Taxation and Duty Levies

Operating Environment

• Contraband/Parallel Trade
• Duty Free
• Cross-Border/Private Imports

Products

• Budweiser and Tsingtao Expand No and Low Alcohol Portfolios to Capture Health-Conscious Consumers
• CHART 10 Major Beverage Companies Compete to Launch Low Alcohol and Non Alcoholic Products
• Absolut Vodka and Genki Forest Partnership Pioneers Low-Alcohol Rtd Innovation
• Retailers Boost Large-Pack Private Label Craft Beers to Meet Value-Seeking Consumer Demand

Economic Context

• CHART 11 Real Gdp Growth 2020-2030
• CHART 12 Inflation 2020-2030
• CHART 13 Economic Context for Alcoholic Drinks

Consumer Context

• CHART 14 Population 2020-2030
• CHART 15 Population by Generation 2025
• CHART 16 Consumer Context for Alcoholic Drinks
• Country Reports Disclaimer

BEER IN CHINA

Key Data Insights

• 2025 Developments
• Beer Summary

Key Industry Trends

• CHART 17 Key Industry Trends for Beer

Industry Performance

• Value Growth Contrasts with Volume Decline Amid Cautious Consumer Spending
• Lager Dominates Volume with Sustained Consumer Preference for Familiarity
• Retailers Leverage Private Label and Flavour Innovation to Capture Value Growth
• CHART 18 Private Label Beer Emerges as a Key Beneficiary of Market Polarisation
• CHART 19 Volume Sales 2020-2030
• CHART 20 Volume Sales by Category 2025

What's Next?

• Brewers Leverage Premiumisation to Sustain Value Growth Amid Volume Decline
• Lager to Retain Volume Dominance Despite Slow Decline While Niche Beers Gain Momentum
• Brewers Innovate with Fresh and Tea-Infused Beers to Meet Evolving Consumer Demand
• CHART 21 Continuous Flavour Innovation Attracts Consumers
• CHART 22 Forecast Volume Sales 2020-2030
• CHART 23 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 24 Analyst Insight for Beer
• China Resources Beer and Tsingtao Brewery Support Leadership through Off-Trade Dominance
• Shifting Consumption Patterns and Stable Leadership Present Strategic Growth Opportunities
• CHART 25 Company Shares 2025
• CHART 26 Brand Shares 2025

Channels

• Small Local Grocers Maintains Lead
• Consumer Convenience and Entrenched Access Shape Retail Trends

Economic Context

• CHART 27 Real Gdp Growth 2020-2030
• CHART 28 Inflation 2020-2030
• CHART 29 Economic Context for Beer

Consumer Context

• CHART 30 Population 2020-2030
• CHART 31 Population by Generation 2025
• CHART 32 Consumer Context for Beer
• Country Reports Disclaimer

CIDER/PERRY IN CHINA

Key Data Insights

• 2025 Developments
• Cider/Perry Summary

Key Industry Trends

• CHART 33 Key Industry Trends for Cider/Perry

Industry Performance

• Shan Cheng Niang Zao Leverages E-Commerce to Reach Young Adults
• CHART 34 The Nolo Revolution Pivots Cider/Perry From Craft Indulgence to Mainstream
• CHART 35 Volume Sales 2020-2030
• CHART 36 Volume Sales by Category 2025

What's Next?

• E-Commerce Platforms and Convenience Stores Drive At-Home Drinking Habits
• Fruit-Flavoured Innovation and Visual Design to Win over Young Adult Drinkers
• CHART 37 Forecast Volume Sales 2020-2030
• CHART 38 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 39 Analyst Insight for Cider/Perry
• Small Breweries Leverage E-Commerce to Erode Incumbent Shares
• CHART 40 Company Shares 2025
• CHART 41 Brand Shares 2025

Channels

• Convenience Stores and E-Commerce Sustain Off-Trade Dominance through Instant Delivery

Products

• Shan Cheng Niang Zao Uses E-Commerce to Engage Young Consumers
• Shan Cheng Niang Zao and Somersby Expand Reach with Digital-First Strategies
• CHART 42 Local Flavour Experiments Attract More Young Consumers of Legal Drinking Age

Economic Context

• CHART 43 Real Gdp Growth 2020-2030
• CHART 44 Inflation 2020-2030
• CHART 45 Economic Context for Cider/Perry

Consumer Context

• CHART 46 Population 2020-2030
• CHART 47 Population by Generation 2025
• CHART 48 Consumer Context for Cider/Perry
• Country Reports Disclaimer

RTDS IN CHINA

Key Data Insights

• 2025 Developments
• Rtds Summary

Key Industry Trends

• CHART 49 Key Industry Trends for Rtds

Industry Performance

• Moderate Economic Growth Fails to Prevent Decline in Overall Sales
• Spirit-Based Rtds Dominates Volume as Other Variants Remain Niche
• Low Abv Cocktails Reshape Competition with Social and Health Appeal
• CHART 50 Low Abv Pre-Mixed Cocktails Pivot to 3-5% Alcohol, Capturing Mindful Drinkers
• CHART 51 Volume Sales 2020-2030
• CHART 52 Volume Sales by Category 2025

What's Next?

• Young Consumers of Legal Drinking Age Reshape Drinking Habits Driving Rtds Decline
• Spirit-Based Rtds to Maintain Volume Dominance Amid Overall Decline
• Fragmented Channels and Local Flavours Drive Strategic Innovation
• CHART 53 Forecast Volume Sales 2020-2030
• CHART 54 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 55 Analyst Insight for Rtds
• Shanghai Bacchus Dominates
• Stability in Leadership Encourages Innovation and Targeted Growth Strategies
• CHART 56 Company Shares 2025
• CHART 57 Brand Shares 2025

Channels

• Convenience Stores and Retail E-Commerce Gain Share Amid Decline of Traditional Channels
• Channel Fragmentation and Scenario-Based Retailing Reshape Consumer Access and Brand Strategies
• Top Online Retailers Create a Compelling Proposition

Products

• Flavour and Low Abv Trends Drive Product Innovation and Consumer Appeal
• Leading Brands Leverage Flavour Innovation and Targeted Positioning to Capture Niches
• CHART 58 Horoyoi Gains Share

Economic Context

• CHART 59 Real Gdp Growth 2020-2030
• CHART 60 Inflation 2020-2030
• CHART 61 Economic Context for Rtds

Consumer Context

• CHART 62 Population 2020-2030
• CHART 63 Population by Generation 2025
• CHART 64 Consumer Context for Rtds
• Country Reports Disclaimer

SPIRITS IN CHINA

Key Data Insights

• 2025 Developments
• Spirits Summary

Key Industry Trends

• CHART 65 Key Industry Trends for Spirits

Industry Performance

• Premium Gifting Drives Resilience Amid Economic Headwinds
• Other Spirits Dominates Volume While Liqueurs Shows Dynamic Off-Trade Growth
• Premium and Value Spirits Polarise Consumer Choices with Heritage Focus
• CHART 66 Heritage as a Key Differentiator in Premium Spirits
• CHART 67 Volume Sales 2020-2030
• CHART 68 Volume Sales by Category 2025

What's Next?

• Luxury Other Spirits to Maintain Dominance Despite Overall Volume Decline
• Liqueurs and Whiskies Gain Traction through Dynamic Growth and Evolving Tastes
• Chinese Distillers Innovate and Navigate Tariffs to Sustain Premium Growth
• CHART 69 Chinese Distillers Introduce Lower Alcohol Variants of Traditional Spirits
• CHART 70 Forecast Volume Sales 2020-2030
• CHART 71 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 72 Analyst Insight for Spirits
• Leading Chinese Distillers Strengthen Position Amid Multinational Challenges
• Innovation and Evolving Consumer Preferences Create Growth Avenues for Distillers
• CHART 73 Company Shares 2025
• CHART 74 Brand Shares 2025

Channels

• Supermarkets Leads While E-Commerce Expands
• Retail E-Commerce Reshapes Purchasing with Convenience and Curated Offerings

Economic Context

• CHART 75 Real Gdp Growth 2020-2030
• CHART 76 Inflation 2020-2030
• CHART 77 Economic Context for Spirits

Consumer Context

• CHART 78 Population 2020-2030
• CHART 79 Population by Generation 2025
• CHART 80 Consumer Context for Spirits
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WINE IN CHINA

Key Data Insights

• 2025 Developments
• Wine Summary

Key Industry Trends

• CHART 81 Key Industry Trends for Wine

Industry Performance

• Value Stability Amid Volume Decline Reflects Shifting Consumer Preferences
• Rice Wine Leads Volume but Sparkling and White Wine Drive Value Growth
• Retail E-Commerce and Small Packaging Reshape Consumption and Access
• CHART 82 Albero in Fiore Making Debut in Online Channel
• CHART 83 Volume Sales 2020-2030
• CHART 84 Volume Sales by Category 2025

What's Next?

• Gen Z and Female Consumers Drive White Wine Growth through Refreshing Profiles
• Non-Grape Wine Remains Largest While Sparkling Wine Sees Fast Growth
• E-Commerce Transformation and Consumer Lifestyle Shifts Reshape Wine Business Models
• CHART 85 Forecast Volume Sales 2020-2030
• CHART 86 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 87 Analyst Insight for Wine
• Leading Manufacturers Shift Towards Boutique Production Reshaping Concentration
• Domestic Innovation and Shifting Consumer Tastes Offer Growth Pathways
• CHART 88 Company Shares 2025
• CHART 89 Brand Shares 2025

Channels

• Grocery Retailers Maintain Dominance While E-Commerce Expands Access
• Convenience and Small Packaging Shape Modern Retail Landscapes
• Retail E-Commerce Transforms Wine Shopping with Speed and Social Engagement
• CHART 90 Piccolo Glass Bottle

Economic Context

• CHART 91 Real Gdp Growth 2020-2030
• CHART 92 Inflation 2020-2030
• CHART 93 Economic Context for Wine

Consumer Context

• CHART 94 Population 2020-2030
• CHART 95 Population by Generation 2025
• CHART 96 Consumer Context for Wine
• Country Reports Disclaimer