Changing social and cultural factors have also strengthened the potential of China’s alcoholic beverage market. China’s expanding pub culture has offered more avenues for people to consume alcohol. In addition, a rise in the number of women who consume alcohol—especially wine—has expanded the China market. Overall, Chinese consumers are increasingly willing to try new varieties of alcoholic beverages.
To successfully tap China’s alcoholic beverage market, companies must overcome certain obstacles. For example, companies must determine how to alter or market their products to appeal to Chinese consumer tastes and increasing health concerns. They must also maneuver through a changing regulatory environment. Companies that closely track market developments are on the path to success.