Complete data set including all categories of alcohol and demographic profiles of alcohol consumers throughout China are thinking and drinking as well as preferences for 15 common social activities, other alcohol consumption and behavior profiles.

The alcohol market in China is growing as the market develops. Research is showing that the traditional beer, wine and Chinese white alcohol* markets, while staying stable, are giving way to more mature offerings such as Rum, Tequila, Vodka, Gin and Sake.

The goal of this research is to track trends of all segments within the alcohol market and provide an instant snapshot at any time of the market status. Critical situations in which alcohol is consumed are analyzed and investigated with the focus being on what alcohol Chinese consumers deem to be most appropriate for consumption.

Situations analyzed are:

• Relaxing
• Having fun
• Trying something new
• Enjoying an old favorite
• Getting together with family, friends and with the spouse’s family
• Dining alone, with family and with friends
• Impressing a boss, client, friend, love interest
• Forgetting about painful memories
• And drinking to get drunk

Wine Subset

Real time data on wine drinkers in China. Data sets include behavior profiles and insights into what wine drinkers throughout China are thinking and purchasing.

The goal of this ongoing and real-time research is to achieve an in-depth understanding of the wine market within China. The wine market in China is a large and growing one with 50-250 million potential consumers. Historical statistics have been showing a steady rise in overall market value, however a fall in gross sales. This is pointing to a significant market shift towards quality wines, which can be verified through this set of data. Currently studies show that nationwide, 47% of Chinese are wine drinkers

What wines are Chinese interested in? Where are they drinking them? When are they trying them for the first time? When do they see them as appropriate in social situations? This all translates into an in-depth understanding of your potential consumers and how to reach them.

Data set includes:

• Full Demographic details of wine consumers
• Wine Preferences
• Perceived value of quality
• Preferred drinking locations
• Wine tasting participation
• 15 common situations and alcohol preferences for each

Scope of Universe:

• Wine Consumers
• Male and Female
• All major and secondary cities
• Ages from under 18 to over 50, majority between 18 and 35 Income from under 3000 RMB per month to over 50,000

We offer one-time snapshots containing instant and up-to-date data on these consumers as well as real-time access on a quarterly subscription to track your market.

SIDEBAR:

Baijiu (白酒), or shaojiu (烧酒) is a potent Chinese distilled alcoholic beverage. The name baijiu literally means “white liquor,” “white alcohol” or “white spirits.” Baijiu is often mistakenly translated as “wine” or “white wine”, but it is actually a distilled liquor, not a wine.

Baijiu is a clear drink usually distilled from sorghum, although sometimes other grains may be used; baijiu varieties produced in southern China are typically made from glutinous rice, while those from northern China are generally made of sorghum, wheat, barley, millet, or occasionally Job’s tears.

In appearance baijiu is similar to Russian vodka, Japanese shōchū, or Korean soju, yet its flavour is distinctive and unique. Baijiu is generally about 80 to 120 proof (40-60% ethanol), making it a potent (and potentially dangerous) spirit.

Full standard demographic data are also included.
Real-Time Sample Size Collected (on a continuing bases):