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Alcoholic Drinks in Hong Kong, China
Euromonitor International, Jan 2010, Pages: 85
The Alcoholic Drinks in Hong Kong, China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage: Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Economic downturn hampers value growth
Total volume sales of alcoholic drinks increased in Hong Kong in 2009, as players reaped the benefits of consistent brand strengthening activities. Furthermore, the success of the Hong Kong government’s boost to the wine trade attracted a strong influx of new players. Nonetheless, the economic recession, sparked off by the subprime mortgage crisis in the US at the end of 2008, drove down total current value growth for alcoholic drinks in 2009. The premuimisation trend slowed, and economy brands recorded a surge in sales.
Stricter drink-driving penalties and a smoking ban in bars
Effective from 2009, stricter penalties were enforced for motorists found to have exceeded the legal blood-alcohol limit. On-trade players reported a loss in sales as consumers took heed and reduced volume consumption. In addition, a smoking ban was fully enforced across night entertainment venues such as pubs and bars. Consumers reflected that this drastically reduced their enjoyment of such outlets. Coupled with the economic downturn, which reduced consumers’ spending power, on-trade sales took a dip in 2009.
Hong Kong aims to become a wine and dine hub
New players entered the market as the Hong Kong government promoted the country as a wine and dine hub. In addition to introducing support measures such as customs facilitation to attract investors, the government also signed Memorandums of Understanding with France, Spain, Australia, Italy and Hungary. While San Miguel Brewery Hong Kong Ltd maintained its leadership of the alcoholic drinks market in 2009, other leading players, such as Jebsen & Co Ltd and Wing Hing Provision Wine & Spirits Co Ltd recorded a loss in their volume shares.
Strong growth in sales through supermarkets/hypermarkets
Supermarkets offer consumers convenience when purchasing due to their wide distribution network. Specialist wine retailers, on the other hand, compete through the value-added services that they provide (such as wine-tasting classes and offering consumers a taste of the wine before purchasing) and their wide selection of alcoholic drinks. Nonetheless, supermarkets/hypermarkets is anticipated to gain share from specialist wine retailers, as the leading players focus on expanding their international segments. In June 2009, a newly opened Market Place by Jason’s outlet boasted an in-house wine sommelier.
Alcoholic drinks is expected to rebound over the forecast period
The alcoholic drinks market is expected to regain growth over the forecast period. Along with economic recovery, consumers will gain stronger confidence in terms of spending, boosting growth for the on-trade channel and premium product variants. Manufacturers are also predicted to launch new products and increase marketing campaigns, riding on the momentum of the positive economic climate. In addition, with the government’s initiative to push Hong Kong as a wine and food hub, tourism is set to grow, benefiting the country’s economy.
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