Liquors in China

Tendencies

During the first half of 2008, the state has experienced a figure of natural catastrophes, including the May 12 temblor in Sichuan state and the snow storm near to the Spring Festival. These events reduced Chinese consumers ‘ enthusiasm for traveling out for a drink, and for amusement in bars and nines, as many people preferred to make something for those who had been straight affected instead than organizing amusement activities. Harmonizing to trade beginnings, volume gross revenues growing for imported liquors in 2008, such as whisk ( vitamin E ) Y, brandy and Cognac, and rum was slower than in 2007, particularly in the on-trade channel.

Rum is seen as a trendy and new option in bars and nines, and entreaties peculiarly to immature consumers. Consumers aged between 20 and 35 old ages old, particularly immature working adult females, are progressively imbibing Bacardi rum assorted with soft drinks, such as Cola or sodium carbonate H2O, when they are at bars/clubs with friends. Deals like “buy-one-get-one-free” and a free drink upon entry into nines or saloons have been accelerators in assisting rum go the fastest turning merchandise within liquors in 2008.

The mean unit monetary value of liquors witnessed a important addition in 2008, of 9 % , due mostly to liquors participants seting up merchandise monetary values. In 2008, increasing force per unit area from lifting production costs has been placed on liquors industries, coercing them to increase unit monetary values. For case, premium Chinese liquors trade names, such as Wuliangye and Maotai, raised their unit monetary values by around 30 % between 2007 and 2008, while monetary values of economic system and mid-to-low-end merchandises besides increased, by about 10 % , in order to countervail on-going monetary value additions from natural stuffs such as grain, the monetary value of which rose by around 30 % , and besides higher transit costs, which were estimated to be up by at least 10 % between 2007 and 2008.

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Whisk ( vitamin E ) Y remains the major type of imported spirit in China. Gross saless have benefited from the on-going attempts of taking trade names, such as Chivas Regal and Johnnie Walker, in selling and consumer instruction, with an increasing figure of Chinese consumers taking whisk ( vitamin E ) Y in bars/clubs and karaoke bars, and as gifts for friends and relations. Many Chinese consumers, particularly younger 1s, prefer to blend whisk ( vitamin E ) Y with green tea or other soft drinks to make Chinese manner cocktails.

Over the reappraisal period, the volume growing rate of on-trade liquors was somewhat higher than off-trade volume growing. Consumers ‘ liquors penchants vary harmonizing to the channel, with the bulk of imported liquors, such as whisk ( vitamin E ) Y, vodka, gin and cordial, being distributed via on-trade mercantile establishments, such as saloons, nines and karaoke bars, while the bulk of gross revenues of domestic liquors ( included in “other spirits” ) come from off-trade mercantile establishments, such as supermarkets/hypermarkets.

Demand for super-premium merchandises saw growing in the latter portion of the reappraisal period in both the on-trade and off-trade channels. In the off-trade, demand was chiefly driven by gift giving for particular occasions, such as Chinese Spring Festival and National Holiday. In add-on to premium or super-premium Chinese liquors – baijiu – many consumers like to buy super-premium imported merchandises, such as whisk ( vitamin E ) Y and vodka as a gift. Rising ingestion at dark nines and bars has besides driven overall growing, with an increasing figure of middle-aged business communities preferring to take super-premium whisk ( vitamin E ) Y merchandises, in line with their personal position, to entertain their invitees or concern spouses.

Domestic Chinese white liquors continued to rule overall gross revenues of liquors in 2008. Driven by strong demand for premium Chinese white liquors, particularly at concern occasions, taking premium Chinese white spirit trade names, such as Maotai and Wuliangye, recorded dynamic growing between 2007 and 2008.

Local and international liquors tend to hold different loyal consumer groups in China. The bulk of Chinese local liquors, particularly the premium 1s, remain a popular pick for concern work forces to handle others at concern occasions, while imported liquors merchandises, including whisk ( vitamin E ) Y, vodka, rum and gin, be given to be consumed by immature grownups following Western civilization and life styles, and with the wonts of clubbing and dining out. However, business communities are progressively devouring liquors which are regarded as position symbols, such as whisk ( vitamin E ) Y.

Flavoured vodka accounted for a 38 % portion of vodka gross revenues in 2008. Key vodka spirits are citrus, cranberry, lemon, cherry and apple. Among these spirits, citrous fruit and lemon tend to be the most popular spirits among younger consumers, while apple was a new flavour invention for the summer. Absolut launched its apple flavoured vodka in a green bottle, to convey a cool and reviewing merchandise message to its mark consumers.

Other blended Scotch whiskey continued to rule volume gross revenues of whisk ( vitamin E ) Y in 2008, with existent gross revenues of 20 million liters, matching to an 88 % portion of entire volume gross revenues of whisk ( vitamin E ) Y. Leading trade names, including Johnnie Walker and Chivas, have put more attempt into selling and advertisement activities across metropoliss in China, forcing up ingestion of other blended Scotch whiskey in both on-trade channels, such as cabarets and karaoke bars, and off-trade channels, like supermarkets/hypermarkets.

Gross saless of bitters remain negligible in China, as a consequence of low merchandise consciousness among Chinese consumers. Such merchandises can be found merely in large metropoliss, like Shanghai and Guangzhou.

Brandy recorded fringy volume growing of less than 3 % between 2007 and 2008. Domestic trade names such as Zhangyu dominate the low-end section, with most of their gross revenues coming from 2nd and 3rd tier metropoliss, and rural countries, while international trade names, such as Hennessy, chiefly cater to the high-end market in first grade metropoliss, such as Shanghai, Guangzhou and Beijing.

Latin-inspired drinks, such as tequila, are going more popular in China. Younger consumers populating in metropolitan metropoliss like Shanghai have tended to be fascinated by Latin civilization, with many of them get downing to larn Latin dance and seeking Latin nutrient and drinks. As such, tequila, one of the most popular Latin-inspired drinks, recorded strong volume growing of over 12 % in 2008.

Production, Imports and Exports

In 2007, entire production volume of Chinese local liquors was around 4.9 billion liters. Overall volume gross revenues of Chinese local liquors in China tend to be rather close to production volume, as the bulk of the merchandises are consumed domestically and the stock list rate for Chinese local liquors tend to be low. However, Euromonitor ‘s market size for Chinese local liquors is lower than the production figure, as over 25 % of merchandises are sold through institutional channels, such as group purchases for the ground forces and besides through the duty-free channel. These gross revenues are non included in Euromonitor International figures.

Whisk ( vitamin E ) Y, Cognac and rum were the top three classs among imported liquors in 2007. The entire volume of whisk ( vitamin E ) Y imported in 2007 was around 20 million liters, brandy and Cognac imports were 15 million liters and rum imports amounted to 8 million liters. Among whisk ( vitamin E ) Y imports, imported trade names from the UK dominate, amounted to 19 million liters. Imports of vodka witnessed a diminution after several old ages of robust growing, to stand at 2 million liters in 2007.

The bulk of domestic liquors are consumed within China, with merely limited volumes being exported to other states, as the spirit of Chinese domestic liquors is rather strong and non easy accepted by consumers in other states, such as the US and the UK.

Published official statistics in China do non enter entire production volume for most of the liquors subsectors except “other spirits” . Gross saless of “other spirits” in 2008, harmonizing to Euromonitor International definitions, amounted to around 75 % of evident ingestion as derived from production, import and export informations. This is mostly due to Euromonitor International ‘s research definition excepting institutional gross revenues.

Competitive Landscape

Wuliangye Yibin Co Ltd leads the disconnected liquors sector in China, with 2 % of sector volume gross revenues in 2007, which represented a significant bead from over 3 % in the old twelvemonth. The diminution in gross revenues for Wuliangye in 2007 was mostly due to the company ‘s merchandise restructuring policy, which aimed to cut down production and volume gross revenues of low- terminal to-mid-market liquors, and concentrate alternatively on premium merchandises, which offer better net income borders for the company. As such, Wuliangye ‘s gross revenues of lower and mid-range local liquors declined by around 54 % between 2006 and 2007, to 22 million liters, while its upper mid-range local liquors besides witnessed a crisp diminution, from 50 million liters in 2006 to 25 million liters in 2007. Conversely, its premium merchandise under the Wuliangye trade name saw a little portion addition 2007, with gross revenues increasing to 15 million liters.

Diageo increased its portion in the whisk ( vitamin E ) Y subsector in 2007, with its flagship trade name Johnnie Walker accounting for about 33 % of entire whisk ( vitamin E ) Y gross revenues in 2007, a five per centum point portion addition in comparing with 2006. Its success has been built on strong trade name trueness in on-trade channels, such as bars/clubs and karaoke bars.

Although gross revenues of other liquors ( baijiu ) history for 98 % of entire liquors gross revenues, and are dominated by domestic participants, international trade names are seeing gross revenues volumes increase in the wider liquors sector, chiefly due to increasing demand for international trade names in many countries of liquors. Vodka, gin, rum, whisk ( vitamin E ) Y, Cognac and tequila tend to be dominated by foreign trade names, such as Bacardi, Absolut and Chivas.

A noteworthy new launch in the latter portion of the reappraisal period was Absolut Pear, which is a flavour extension of Pernod Ricard ‘s vodka trade name Absolut, which was acquired from V & A ; S Vin & A ; Sprit AB in 2008. The merchandise retails at around RMB118 for 700ml, and is made with Gallic pears, assorted with winter wheat. The originality of its ingredients gives the merchandise a high-end image.

Premium and super-premium trade names compete on the footing of their superior quality and packaging. Through advertisement, premium trade names of both Chinese local liquors, such as Maotai and Wuliangye, every bit good as international premium liquors, such as Chivas Revolve 1801 and Ballantine ‘s 17 YO are viewed as ideal gifts for friends or relations, as Chinese consumers are willing to pay more for a gift to demo their ain generousness and economic position.

Private label liquors are seldom seen in China. In a comparatively disconnected market, consumers can ever happen appropriate trade names for imbibing at place or elsewhere. Due to the broad handiness of economic system baijiu trade names, it is hard for private labels to vie on monetary value.

The May 2008 temblor had a negative impact on the production of taking makers such as Sichuan Jian Nan Chun ( Group ) Co Ltd, whose production base is located in the metropolis of Mian Zhu, Sichuan state, which was earnestly affected by the temblor. Harmonizing to trade beginnings, entire production of baijiu in Sichuan state accounted for around 18 % of the national sum. The temblor destroyed some production sites, where taking makers non merely produce baijiu for retail gross revenues, but besides industry baijiu dressed ores for other makers in states like Shandong and Henan. This might hold a impermanent negative impact on production volume.

In 2007, Sichuan Quanxing Co Ltd continued its scheme of supplying high quality premium liquors under its Shuijinfang trade name. Targeted at the high-end market, Shuijinfang launched a series of advertisement and promotional activities across the state, including the 2007 Shuijinfang City Tennis Games and the 2007 CCTV Business Leader Programme, to heighten its premium image and trade name trueness. Meanwhile, Diageo ‘s coup d’etat of Sichuan Quanxing besides helped the internationalization procedure of Shuijinfang. For case, the company has made a test trial of the Shuijinfang trade name in South Asiatic states, and is establishing new merchandises tailored for younger consumers in international markets.

Prospects

Liquors are predicted to see a volume CAGR of 5 % between 2008 and 2013. Due to the concentrated nature of baijiu ( included in other liquors ) , particularly economic system and mid-range baijiu, which dominate liquors volume gross revenues, prognosis growing is likely to be below that of the alcoholic drinks market as a whole. The most dynamic country will be imported liquors, such as whisk ( vitamin E ) Y, tequila and rum, aided by turning demand for cocktails in the on-trade channel in China. In the premium local liquors section, robust growing will be driven chiefly by demand for gift intents and concern occasions, with the section entering a volume CAGR of 10 % between 2008 and 2013.

Previous projections for volume growing in vodka, of a 21 % CAGR between 2008 and 2013, have been revised downwards to around 11 % . This is chiefly a consequence of intensified competition since 2007, and merely the most successful trade names, such as Absolut and Smirnoff, which have a strong trade name image, effectual publicity and broad distribution coverage, will win. Small imported trade names have suffered from hotfooting into the alleged “hot market” of white liquors, and have bit by bit disappeared.

The prognosis public presentation of liquors will be threatened by increasing competition from beer and vino. Rising natural stuffs costs for local liquors makers, every bit good as higher distribution costs, will besides negatively impact local liquors participants, particularly those at the low terminal of the market. Meanwhile, the 2007 bull market in portions has ended, go forthing a bear market in 2008, which will hold a negative impact on both liquors consumers and the domestic listed liquors companies.

Dynamic growing in whisk ( vitamin E ) Y is expected to go on over the forecast period. Harmonizing to trade beginnings, the bulk of current ingestion of whisk ( vitamin E ) Y occurs in first grade metropoliss, like Shanghai, Beijing and Shenzhen, while demand from 2nd grade metropoliss, such as Hangzhou in Zhejiang Province and Nanjing in Jiangsu Province, is still at the developing phase. Baked by intensive selling activities and ongoing consumer instruction, emerging demand from lower grade metropoliss is likely to drive volume growing in whisk ( vitamin E ) Y during the prognosis period.

The tendency for mean unit monetary values to lift is improbable to halt during the prognosis period. Higher value gross revenues will be generated by the enlargement of premium trade names ; meanwhile, lifting costs on the production side will set force per unit area on liquors makers, which will hold to fall back to enforcing monetary value additions in order to cover costs.

New merchandise launches introduced in 2007 and 2008 are expected to be accepted by consumers in the short term at least, due to their alone merchandising points. The cool and fresh image of Absolut Pear is largely likely to appeal during warm summers, and might be less popular among consumers in other seasons.

Sector Background

Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology

Categorization for vodka, gin and other blended Scotch whiskey is based strictly on pricing, taking a typical trade name, normally the taking trade name by volume as the benchmark monetary value, which is indexed as 100 % . The benchmark trade name will normally be a criterion priced trade name. There will be exclusions, nevertheless, whereby an economic system trade name ( likely for vodka in some states in Eastern Europe ) or a premium trade name ( typically the instance for Scotch whiskey in the US ) is used as the benchmark trade name. Mention to the guidelines below for farther item.

Based on benchmark trade name being standard:

Super-premium: 30 % + higher than the monetary value of the benchmark trade name

Premium: 10-29.99 % higher than the monetary value of the benchmark trade name

Standard: Between 9.99 % lower or 9.99 % higher than the monetary value of the benchmark trade name

Economy: At least 10 % lower than the monetary value of the benchmark trade name

Based on benchmark trade name being economic system

Super-premium: 50 % + higher than the monetary value of the benchmark trade name

Premium: 30-49.99 % higher than the monetary value of the benchmark trade name

Standard: Between 10 % and 29.99 % higher than the monetary value of the benchmark trade name

Economy: Anything lower or up to 9.99 % higher than the monetary value of the benchmark trade name

Based on benchmark trade name being premium:

Super-premium: 10 % + higher than the monetary value of the benchmark trade name

Premium: Any trade name that is up to 9.99 % higher or 9.99 % lower than the monetary value of the benchmark trade name

Standard: Between 10 % and 29.99 % lower than the monetary value of the benchmark trade name

Economy: Anything 30 % + lower than the monetary value of the benchmark trade name

Based on benchmark trade name being super-premium:

Super-premium: Anything higher or up to 9.99 % lower than the monetary value of the benchmark trade name

Premium: 10 % to 29.99 % lower than the monetary value of the benchmark trade name

Standard: 30 % to 49.99 % lower than the monetary value of the benchmark trade name

Economy: 50 % + lower than the monetary value of the benchmark trade name

Published Data Comparisons

National Consumer Expenditure

Harmonizing to the National Bureau of Statistics, entire volume production of Chinese local liquors in 2007 was 4,939 million liters. Production information is rather close to overall volume ingestion of Chinese local liquors, as about all Chinese local liquors are consumed domestically, and these liquors tend to be consumed in the same twelvemonth that they are produced. Entire volume ingestion figures from national statistics are about 30 % higher than Euromonitor International estimations. This is due to the usage of different definitions, as Euromonitor International informations exclude institutional gross revenues, every bit good as hard currency and carry gross revenues, which are a cardinal characteristic of the Chinese local liquors market.

Sector Data

Table 1 Gross saless of Liquors by Subsector: Entire Volume 2003-2008

‘000 liters

2003 2004 2005 2006 2007 2008

Whisk ( vitamin E ) y 4,404.1 7,612.6 13,249.3 16,859.7 20,384.6 23,042.7

– Single malt Scotch – 135.0 163.8 203.8 259.2 321.5

whiskey

– Blended Scotch whisky 3,479.9 6,268.9 11,596.6 14,851.9 18,004.3 20,253.6

– Bourbon/other US 487.1 763.3 1,029.6 1,331.4 1,636.2 1,971.6

whisky

– Canadian whisky 437.1 445.4 459.2 472.5 484.9 496.1

– Irish whiskey – – – – – –

– Nipponese whisky – – – – – –

– Other whisk ( vitamin E ) y – – – – – –

Brandy and Cognac 35,987.7 38,231.6 41,274.5 44,175.9 46,918.3 49,656.1

– Brandy 31,453.8 31,433.2 32,469.6 33,495.1 34,514.7 35,502.8

– Cognac 4,533.9 6,798.4 8,804.9 10,680.8 12,403.6 14,153.3

White spirits 1,121.9 1,564.7 2,113.2 2,785.2 2,555.8 2,504.9

– Gin 256.7 290.2 332.1 375.5 420.6 466.5

– Vodka 865.2 1,274.4 1,781.1 2,409.7 2,135.2 2,038.5

Rum 165.8 186.1 211.8 241.0 496.6 635.5

– White rum 128.3 144.3 164.6 188.7 393.3 508.1

– Dark rum 37.5 41.8 47.1 52.3 103.3 127.4

Tequila ( and Mezcal ) 98.1 108.0 120.6 133.0 148.0 165.9

Liqueurs 553.6 617.6 689.5 754.4 813.8 864.4

– Cream-based cordials 66.4 74.4 83.1 91.5 99.6 106.7

– Bitterss – – – – – –

– Other cordials 487.1 543.3 606.4 662.9 714.2 757.7

Other liquors 3,605,48 3,575,57 3,569,21 3,551,36 3,649,29 3,771,48

2.8 8.1 0.4 6.1 3.9 9.3

– Chinese herbal liquors 33,496.1 43,000.0 54,499.5 66,814.4 79,489.4 92,366.1

– Economy Local Spirits 1,762,32 1,704,23 1,641,09 1,565,39 1,584,08 1,612,90

4.3 9.5 9.4 1.9 6.3 9.7

– Lower mid-range local 1,108,14 1,101,56 1,115,62 1,126,23 1,152,51 1,186,69

liquors 9.9 2.7 2.5 7.6 3.0 6.4

– Premium local liquors 158,204.9 167,041.9 177,956.4 191,043.5 206,245.9 223,890.5

– Upper mid-range local 543,307.5 559,734.0 580,032.6 601,878.7 626,959.3 655,626.6

liquors

Liquors 3,647,81 3,623,89 3,626,86 3,616,31 3,720,61 3,848,35

4.0 8.6 9.2 5.2 1.0 8.9

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 2 Gross saless of Liquors by Subsector: Entire Value 2003-2008

RMB million

2003 2004 2005 2006 2007 2008

Whisk ( vitamin E ) y 2,289.3 4,268.1 7,798.5 10,349.9 13,119.9 15,591.0

– Single malt Scotch – 70.9 88.5 112.9 152.4 201.7

whiskey

– Blended Scotch whisky 1,852.9 3,595.8 6,938.8 9,297.4 11,795.4 13,942.1

– Bourbon/other US 255.7 412.6 568.5 726.8 943.0 1,201.4

whisky

– Canadian whisky 180.7 188.8 202.7 212.9 229.1 245.8

– Irish whiskey – – – – – –

– Nipponese whisky – – – – – –

– Other whisk ( vitamin E ) y – – – – – –

Brandy and Cognac 6,353.9 9,315.2 12,076.1 14,871.7 17,991.4 21,542.0

– Brandy 1,229.6 1,240.9 1,242.8 1,259.6 1,344.4 1,447.1

– Cognac 5,124.3 8,074.3 10,833.3 13,612.1 16,647.0 20,094.9

White spirits 360.5 530.9 743.4 1,009.7 975.0 1,005.1

– Gin 78.4 90.5 104.8 120.1 141.0 163.9

– Vodka 282.1 440.5 638.6 889.5 834.0 841.2

Rum 46.3 56.6 68.1 80.1 183.2 249.6

– White rum 35.8 43.9 53.4 63.5 147.6 203.1

– Dark rum 10.5 12.7 14.6 16.5 35.6 46.5

Tequila ( and Mezcal ) 27.3 41.8 49.0 55.8 64.9 76.3

Liqueurs 294.6 332.0 379.7 425.0 480.6 535.7

– Cream-based cordials 31.1 35.8 40.8 45.7 52.7 59.8

– Bitterss – – – – – –

– Other cordials 263.5 296.2 338.9 379.3 427.9 475.9

Other liquors 131,498.0 143,601.3 158,392.9 173,315.5 191,896.1 214,446.9

– Chinese herbal liquors 4,494.3 6,463.6 8,672.3 11,332.7 14,066.9 17,242.1

– Economy Local Spirits 11,980.0 12,044.8 12,189.4 12,258.6 12,979.7 13,866.0

– Lower mid-range local 40,309.0 42,043.4 43,853.6 45,351.3 48,610.9 52,516.3

liquors

– Premium local liquors 31,352.5 35,964.3 42,389.4 49,002.9 56,016.2 64,775.1

– Upper mid-range local 43,362.3 47,085.1 51,288.3 55,370.0 60,222.5 66,047.4

liquors

Liquors 140,869.8 158,145.9 179,507.8 200,107.6 224,711.1 253,446.6

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 3 Gross saless of Liquors by Subsector: % Entire Volume Growth 2003-2008

% entire volume growing

2007/08 2003-08 CAGR 2003/08 Sum

Whisk ( vitamin E ) y 13.0 39.2 423.2

– Single malt Scotch whiskey 24.0 – –

– Blended Scotch whisky 12.5 42.2 482.0

– Bourbon/other US whiskey 20.5 32.3 304.7

– Canadian whisky 2.3 2.6 13.5

– Irish whiskey – – –

– Nipponese whisky – – –

– Other whisk ( vitamin E ) y – – –

Brandy and Cognac 5.8 6.7 38.0

– Brandy 2.9 2.5 12.9

– Cognac 14.1 25.6 212.2

White liquors -2.0 17.4 123.3

– Gin 10.9 12.7 81.7

– Vodka -4.5 18.7 135.6

Rum 28.0 30.8 283.2

– White rum 29.2 31.7 295.9

– Dark rum 23.3 27.7 240.0

Tequila ( and Mezcal ) 12.1 11.1 69.1

Liqueurs 6.2 9.3 56.1

– Cream-based cordials 7.0 9.9 60.6

– Bitterss – – –

– Other cordials 6.1 9.2 55.5

Other liquors 3.3 0.9 4.6

– Chinese herbal liquors 16.2 22.5 175.8

– Economy Local Spirits 1.8 -1.8 -8.5

– Lower mid-range local liquors 3.0 1.4 7.1

– Premium local liquors 8.6 7.2 41.5

– Upper mid-range local liquors 4.6 3.8 20.7

Liquors 3.4 1.1 5.5

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 4 Gross saless of Liquors by Subsector: % Entire Value Growth 2003-2008

% local currency, current value growing

2007/08 2003-08 CAGR 2003/08 Sum

Whisk ( vitamin E ) y 18.8 46.8 581.0

– Single malt Scotch whiskey 32.3 – –

– Blended Scotch whisky 18.2 49.7 652.4

– Bourbon/other US whiskey 27.4 36.3 369.9

– Canadian whisky 7.3 6.4 36.1

– Irish whiskey – – –

– Nipponese whisky – – –

– Other whisk ( vitamin E ) y – – –

Brandy and Cognac 19.7 27.7 239.0

– Brandy 7.6 3.3 17.7

– Cognac 20.7 31.4 292.1

White spirits 3.1 22.8 178.8

– Gin 16.3 15.9 109.0

– Vodka 0.9 24.4 198.2

Rum 36.2 40.1 439.0

– White rum 37.6 41.5 467.0

– Dark rum 30.7 34.7 343.6

Tequila ( and Mezcal ) 17.7 22.9 179.8

Liqueurs 11.5 12.7 81.8

– Cream-based cordials 13.5 13.9 92.1

– Bitterss – – –

– Other cordials 11.2 12.6 80.6

Other liquors 11.8 10.3 63.1

– Chinese herbal liquors 22.6 30.9 283.6

– Economy Local Spirits 6.8 3.0 15.7

– Lower mid-range local liquors 8.0 5.4 30.3

– Premium local liquors 15.6 15.6 106.6

– Upper mid-range local liquors 9.7 8.8 52.3

Liquors 12.8 12.5 79.9

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 5 Gross saless of Liquors by On-trade vs Off-trade Split: Volume 2003-2008

‘000 liters

2003 2004 2005 2006 2007 2008

Off-trade 3,045,68 2,997,62 2,968,46 2,928,20 3,000,79 3,094,17

2.7 5.3 5.4 1.2 0.7 4.8

On-trade 602,131.3 626,273.4 658,403.8 688,113.9 719,820.3 754,184.0

Entire 3,647,81 3,623,89 3,626,86 3,616,31 3,720,61 3,848,35

4.0 8.6 9.2 5.2 1.0 8.9

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 6 Gross saless of Liquors by On-trade vs Off-trade Split: Value 2003-2008

RMB million

2003 2004 2005 2006 2007 2008

Off-trade 93,644.4 101,954.5 111,964.6 121,750.4 134,118.2 149,093.6

On-trade 47,225.5 56,191.4 67,543.2 78,357.3 90,592.9 104,353.0

Entire 140,869.8 158,145.9 179,507.8 200,107.6 224,711.1 253,446.6

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 7 Gross saless of Liquors by On-trade vs Off-trade Split: % Volume Growth 2003-2008

% volume growing

2007/08 2003-08 CAGR 2003/08 Sum

Off-trade 3.1 0.3 1.6

On-trade 4.8 4.6 25.3

Entire 3.4 1.1 5.5

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 8 Gross saless of Liquors by On-trade vs Off-trade Split: % Value Growth 2003-2008

% current value growing

2007/08 2003-08 CAGR 2003/08 Sum

Off-trade 11.2 9.7 59.2

On-trade 15.2 17.2 121.0

Entire 12.8 12.5 79.9

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 9 Gross saless of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

% entire volume

2003 2004 2005 2006 2007 2008

Super premium – – – 3.5 4.0 4.2

Premium – – – 12.0 13.0 13.0

Standard – – – 71.5 68.5 68.5

Economy – – – 13.0 14.5 14.3

Entire – – – 100.0 100.0 100.0

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 10 Gross saless of Gin by Premium/Super-premium Split 2003-2008

% entire volume

2003 2004 2005 2006 2007 2008

Super premium – – – 12.5 13.0 13.2

Premium – – – 5.0 2.8 2.8

Standard – – – 78.5 83.0 82.8

Economy – – – 4.0 1.2 1.2

Entire – – – 100.0 100.0 100.0

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 11 Gross saless of Vodka by Premium/Super-premium Split 2003-2008

% entire volume

2003 2004 2005 2006 2007 2008

Super premium – – – 3.0 2.8 2.9

Premium – – – 3.0 2.9 3.0

Standard – – – 84.0 83.8 84.0

Economy – – – 10.0 10.5 10.1

Entire – – – 100.0 100.0 100.0

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 12 Gross saless of Flavoured vs Non-flavoured Vodka 2003-2008

% entire volume

2003 2004 2005 2006 2007 2008

Flavoured vodka 15.0 30.0 35.0 35.0 38.0 38.2

Non-flavoured vodka 85.0 70.0 65.0 65.0 62.0 61.8

Entire 100.0 100.0 100.0 100.0 100.0 100.0

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 13 Spirits Production, Imports and Exports: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Liquors – Imports 11,748.5 18,600.4 27,246.2 38,376.1 45,765.6 55,412.1

Liquors – Exports 30,049.4 41,114.5 42,359.4 37,661.5 38,064.3 43,876.4

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 14 Liquors Exports by Country of Destination: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Liquors – Entire 30,049.4 41,114.5 42,359.4 37,661.5 38,064.3 43,876.4

Liquors – Japan 4,262.3 12,455.2 11,437.2 10,394.8 11,779.0 14,776.3

Liquors – Hong Kong 10,335.5 10,151.4 9,406.2 8,767.0 8,553.2 9,463.8

Liquors – Philippines 4,630.1 8,042.6 9,600.9 7,246.3 6,653.9 7,223.1

Liquors – Korea South 2,298.6 2,808.7 2,874.1 3,075.3 3,358.2 3,287.8

Liquors – Korea North 708.3 45.2 440.0 507.4 192.7 2,261.4

Liquors – Macau 1,766.1 1,449.9 1,410.6 1,628.4 1,159.0 1,225.9

Liquors – United States 783.7 831.4 893.9 632.7 1,277.6 853.6

Liquors – Malaysia 410.7 575.2 592.3 439.2 618.3 719.9

Liquors – Singapore 427.4 290.6 363.5 244.8 507.7 551.6

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 15 Liquors Exports by Country of Destination: Entire Value 2002-2007

RMB million

2002 2003 2004 2005 2006 2007

Liquors – Entire 794.6 801.2 997.3 960.0 1,048.7 1,310.0

Liquors – Hong Kong 342.8 349.5 413.3 439.5 449.3 669.0

Liquors – Japan 66.4 120.3 127.9 141.2 166.4 188.5

Liquors – Philippines 57.1 79.1 93.2 61.7 59.9 55.6

Liquors – Korea South 30.2 30.6 34.9 42.9 40.7 41.9

Liquors – Singapore 15.4 13.8 15.6 4.7 34.0 36.6

Liquors – United States 16.3 20.0 23.6 20.2 38.1 31.3

Liquors – Macau 20.8 26.9 30.4 28.5 24.4 30.9

Spirits – Australia 9.3 8.4 18.6 25.7 27.2 30.2

Liquors – New Zealand 4.3 3.7 10.1 6.1 3.7 25.5

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 16 Liquors Imports by Country of Origin: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Liquors – Entire 11,748.5 18,600.4 27,246.2 38,376.1 45,765.6 55,412.1

Liquors – United Kingdom 1,667.8 2,870.7 6,636.2 14,439.4 15,412.7 19,549.3

Liquors – France 3,023.5 4,319.0 5,673.6 8,424.4 12,616.5 15,566.6

Liquors – Spain 4,298.4 8,083.1 9,660.0 7,178.0 6,487.6 7,260.0

Liquors – Korea South 1,119.4 1,074.2 1,456.4 2,060.7 2,947.1 3,990.3

Liquors – Japan 290.0 272.9 492.0 591.3 963.0 2,591.3

Liquors – United States 381.9 446.5 921.1 1,899.3 1,974.5 1,500.6

Spirits – Australia 199.5 429.9 514.1 722.9 810.7 784.2

Liquors – Sweden 124.7 181.4 630.1 880.7 1,349.1 522.5

Liquors – Italy 59.5 35.5 53.4 57.6 580.7 445.7

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 17 Liquors Imports by Country of Origin: Entire Value 2002-2007

RMB million

2002 2003 2004 2005 2006 2007

Liquors – Entire 519.5 764.5 1,316.3 2,267.4 3,027.8 3,994.2

Liquors – France 359.8 504.3 780.2 1,264.9 1,926.9 2,731.4

Liquors – United Kingdom 79.7 142.3 348.7 738.6 776.2 944.1

Liquors – United States 12.7 18.2 38.3 77.4 77.2 51.3

Liquors – Korea South 10.3 10.5 12.1 23.9 34.3 48.2

Liquors – Spain 29.3 54.8 65.7 48.8 43.0 46.6

Liquors – Japan 5.2 4.7 15.4 21.1 25.6 37.2

Liquors – Taiwan 5.0 1.3 3.5 5.5 11.9 22.0

Liquors – Italy 1.4 1.1 1.7 1.7 21.8 16.5

Liquors – Sweden 3.4 5.0 17.4 24.4 37.2 14.0

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 18 Whisk ( vitamin E ) Y Production, Imports and Exports: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Whisk ( vitamin E ) y – Imports 2,067.9 3,261.0 7,038.8 15,382.6 16,912.5 20,355.0

Whisk ( vitamin E ) y – Exports 198.0 334.1 270.0 248.5 154.4 356.9

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 19 Brandy & A ; Cognac Production, Imports and Exports: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Brandy and Cognac – 2,832.2 4,056.5 5,368.4 7,692.1 10,959.6 15,316.0

Imports

Brandy and Cognac – 324.4 74.0 199.4 200.1 234.5 1,603.1

Exports

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 20 Vodka Production, Imports and Exports: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Vodka – Imports 324.9 387.1 1,126.9 2,546.9 3,310.4 2,306.1

Vodka – Exports 7.2 5.9 50.4 99.8 465.4 108.0

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 21 Gin Production, Imports and Exports: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Gin – Imports 143.7 240.0 458.9 603.4 468.5 456.4

Gin – Exports – – 0.2 0.0 6.4 0.3

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 22 Rum Production, Imports and Exports: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Rum – Imports 29.1 186.0 6,885.2 7,440.4 6,891.2 7,765.2

Rum – Exports 343.2 334.8 7,142.4 7,389.5 6,656.5 7,212.4

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 23 Liqueurs Production: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Liqueurs – Exports 1.5 10.1 40.8 – 4,297.7 7,501.2

Liqueurs – Imports 339.9 575.5 825.4 1,471.5 1,883.9 1,865.5

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 24 Other Liquors Production: Entire Volume 2002-2007

‘000 liters

2002 2003 2004 2005 2006 2007

Other liquors – 3,780,00 3,313,50 3,117,00 3,490,00 3,970,00 4,939,50

Production 0.0 0.0 0.0 0.0 0.0 0.0

Beginning: GTIS

Note: ‘- ‘ indicates informations non available

Table 25 Company Shares of Spirits by National Brand Owner 2003-2007

% entire volume

Company 2003 2004 2005 2006 2007

Sichuan Yibin Wuliangye 2.4 2.4 2.4 3.2 1.8

Distillery Co Ltd

Sichuan Jian Nan Chun 1.6 1.7 1.8 1.8 1.8

( Group ) Co Ltd

Luzhou Lao Jiao Co Ltd 1.4 1.4 1.5 1.2 1.5

Sichuan Tuopai Yeast 1.1 1.3 1.2 1.3 1.3

Liquor Co Ltd

Beijing Red Star Co Ltd 1.3 1.2 1.1 1.1 1.1

Lang Jiu Group 0.7 0.8 0.9 1.0 1.0

Yantai Changyu Group Co 0.6 0.6 0.8 0.9 0.9

Ltd

Jinliufu Distillery 1.4 1.4 1.4 1.8 0.8

Gross saless Co Ltd

Guangdong Jiujiang 0.7 0.7 0.6 0.7 0.7

Distillery Co Ltd

Kweichow Moutai Co Ltd 0.3 0.4 0.4 0.5 0.5

Jing Brand Co Ltd 0.2 0.2 0.3 0.4 0.5

Shandong JingZhi 0.4 0.5 0.4 0.4 0.4

Distillery

Sichuan Quanxing Co Ltd 0.4 0.4 0.4 0.4 0.4

Kweichow Moutai Yunfeng 0.3 0.3 0.3 0.4 0.4

Distillery

Anhui Gujing Distillery 0.2 0.2 0.3 0.3 0.3

Co Ltd

Pernod Ricard Groupe 0.1 0.1 0.2 0.3 0.3

Hainan Yedao Co Ltd 0.1 0.1 0.2 0.2 0.2

Diageo Plc 0.0 0.1 0.1 0.2 0.2

Shandong Kong Fu Jia 0.2 0.2 0.2 0.2 0.2

Distillery Co Ltd

Jiangsu Yanghe Distillery 0.2 0.2 0.2 0.2 0.2

Zhejiang Zhizhonghe 0.1 0.1 0.1 0.1 0.2

Wine Co Ltd

LVMH Moet Hennessy 0.0 0.1 0.1 0.1 0.1

Louis Vuitton

Sichuan Mianyang 0.1 0.1 0.1 0.1 0.1

Distillery

Hunan Jiugui Liquor Co 0.1 0.1 0.0 0.0 0.0

Ltd

Others 86.2 85.5 84.9 83.1 85.1

Entire 100.0 100.0 100.0 100.0 100.0

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 26 Company Shares of Spirits by Global Brand Owner 2003-2007

% entire volume

Company 2003 2004 2005 2006 2007

Sichuan Jian Nan Chun 1.7 1.8 1.9 1.9 1.9

( Group ) Co Ltd

Sichuan Yibin Wuliangye 2.4 2.4 2.4 3.2 1.8

Distillery Co Ltd

Luzhou Lao Jiao Co Ltd 1.4 1.4 1.5 1.2 1.5

Sichuan Tuopai Yeast 1.1 1.3 1.2 1.3 1.3

Liquor Co Ltd

Beijing Red Star Co Ltd 1.3 1.2 1.1 1.1 1.1

Lang Jiu Group 0.7 0.8 0.9 1.0 1.0

Yantai Changyu Group Co 0.6 0.6 0.8 0.9 0.9

Ltd

Vats Group – – – 1.8 0.8

Guangdong Jiujiang 0.7 0.7 0.6 0.7 0.7

Distillery Co Ltd

Kweichow Moutai Co Ltd 0.3 0.4 0.4 0.5 0.5

Jing Brand Co Ltd 0.2 0.2 0.3 0.4 0.5

Shandong JingZhi 0.4 0.5 0.4 0.4 0.4

Distillery

Sichuan Quanxing Co Ltd 0.4 0.4 0.4 0.4 0.4

Guangzhou Pearl River 0.3 0.3 0.3 0.4 0.4

Yunfeng Winery Co Ltd

Anhui Gujing Distillery 0.2 0.2 0.3 0.3 0.3

Co Ltd

Pernod Ricard Groupe 0.1 0.1 0.2 0.3 0.3

Hainan Yedao Co Ltd 0.1 0.1 0.2 0.2 0.2

Diageo Plc 0.0 0.1 0.1 0.2 0.2

Shandong Kong Fu Jia 0.2 0.2 0.2 0.2 0.2

Distillery Co Ltd

Jiangsu Yanghe Distillery 0.2 0.2 0.2 0.2 0.2

Zhejiang Zhizhonghe 0.1 0.1 0.1 0.1 0.2

Wine Co Ltd

LVMH Moet Hennessy 0.0 0.1 0.1 0.1 0.1

Louis Vuitton

Hunan Jiugui Liquor Co 0.1 0.1 0.0 0.0 0.0

Ltd

Jinliufu Distillery 1.4 1.4 1.4 – –

Gross saless Co Ltd

Others 86.2 85.5 84.9 83.1 85.1

Entire 100.0 100.0 100.0 100.0 100.0

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 27 Brand Shares of Spirits 2004-2007

% entire volume

Brand ( Global Brand Company 2004 2005 2006 2007

Owner )

Luzhou Lao Jiao Da Qu Luzhou Lao Jiao Co Ltd 1.3 1.4 1.1 1.3

Tuo Pai Sichuan Tuopai Yeast 1.3 1.2 1.3 1.3

Liquor Co Ltd

Red Star Er Guo Tou Beijing Red Star Co Ltd 1.2 1.1 1.1 1.1

Lang Jiu Lang Jiu Group 0.8 0.9 1.0 1.0

Jian Nan Chun Sichuan Jian Nan Chun 0.9 1.0 1.0 1.0

( Group ) Co Ltd

Changyu Yantai Changyu Group Co 0.6 0.8 0.9 0.9

Ltd

Wu Liang Chun Sichuan Yibin Wuliangye 1.1 1.2 1.6 0.8

Distillery Co Ltd

Jinliufu ( Vats Group ) Jinliufu Distillery – – 1.8 0.8

Gross saless Co Ltd

Jiujiang Shuang Zheng Guangdong Jiujiang 0.7 0.6 0.7 0.7

Distillery Co Ltd

Mian Zhu Da Qu Sichuan Jian Nan Chun 0.5 0.5 0.5 0.5

( Group ) Co Ltd

Jing Jiu Jing Brand Co Ltd 0.2 0.3 0.4 0.5

Kweichow Moutai Kweichow Moutai Co Ltd 0.3 0.4 0.4 0.4

Jingzhi Baigan Shandong JingZhi 0.5 0.4 0.4 0.4

Distillery

Wu Liang Ye Sichuan Yibin Wuliangye 0.2 0.2 0.3 0.4

Distillery Co Ltd

QuanXing Sichuan Quanxing Co Ltd 0.4 0.3 0.3 0.3

Mian Zhu Jiu Sichuan Jian Nan Chun 0.3 0.3 0.3 0.3

( Group ) Co Ltd

Yedao Lugui Jiu Hainan Yedao Co Ltd 0.1 0.2 0.2 0.2

Gu Jing Gong Anhui Gujing Distillery 0.1 0.2 0.2 0.2

Co Ltd

Chivas Regal 12 YO Pernod Ricard Groupe 0.1 0.2 0.2 0.2

Kong Fu Jia Jiu Shandong Kong Fu Jia 0.2 0.2 0.2 0.2

Distillery Co Ltd

Jinliufu Jinliufu Distillery 1.4 1.4 – –

Gross saless Co Ltd

Others 87.8 87.3 86.0 87.5

Entire 100.0 100.0 100.0 100.0

Beginning: Official statistics, trade associations, trade imperativeness, company research, shop cheques, trade interviews, Euromonitor International estimations

Table 28 Forecast Gross saless of Liquors by Subsector: Entire Volume 2008-2013

‘000 liters

2008 2009 2010 2011 2012 2013

Whisk ( vitamin E ) y 23,042.7 26,264.5 30,277.1 35,240.2 41,523.3 49,309.0

– Single malt Scotch 321.5 383.6 450.2 521.9 593.9 661.2

whiskey

– Blended Scotch whisky 20,253.6 23,058.7 26,662.0 31,229.6 37,123.3 44,552.7

– Bourbon/other US 1,971.6 2,315.5 2,648.5 2,962.9 3,271.8 3,553.6

whisky

– Canadian whisky 496.1 506.6 516.4 525.7 534.2 541.5

– Irish whiskey – – – – – –

– Nipponese whisky – – – – – –

– Other whisk ( vitamin E ) y – – – – – –

Brandy and Cognac 49,656.1 52,405.3 55,202.1 57,909.7 60,458.2 62,698.4

– Brandy 35,502.8 36,462.7 37,403.0 38,302.7 39,169.2 39,881.3

– Cognac 14,153.3 15,942.6 17,799.1 19,607.0 21,289.0 22,817.2

White spirits 2,504.9 2,586.9 2,811.4 3,152.3 3,576.8 4,103.6

– Gin 466.5 514.8 563.0 609.1 649.6 686.2

– Vodka 2,038.5 2,072.0 2,248.4 2,543.2 2,927.1 3,417.4

Rum 635.5 753.1 851.3 944.2 1,035.2 1,118.2

– White rum 508.1 606.9 693.8 777.3 860.0 936.2

– Dark rum 127.4 146.2 157.5 167.0 175.2 182.0

Tequila ( and Mezcal ) 165.9 187.3 211.7 239.6 272.3 303.0

Liqueurs 864.4 911.3 953.4 990.4 1,019.9 1,045.0

– Cream-based cordials 106.7 112.5 117.7 122.4 126.3 129.8

– Bitterss – – – – – –

– Other cordials 757.7 798.8 835.7 868.0 893.6 915.1

Other liquors 3,771,48 3,912,84 4,078,37 4,268,22 4,487,51 4,683,98

9.3 0.7 3.2 7.9 7.7 1.0

– Chinese herbal liquors 92,366.1 103,638.1 113,848.0 123,805.0 132,351.4 140,166.8

– Economy Local Spirits 1,612,90 1,649,63 1,696,99 1,752,34 1,818,36 1,872,88

9.7 1.7 6.3 0.3 9.6 0.2

– Lower mid-range local 1,186,69 1,227,09 1,273,31 1,327,14 1,389,11 1,446,93

liquors 6.4 5.3 2.7 1.4 0.6 2.5

– Premium local liquors 223,890.5 244,341.7 268,723.9 297,768.1 331,986.1 363,960.3

– Upper mid-range local 655,626.6 688,134.0 725,492.3 767,173.0 815,700.1 860,041.2

liquors

Liquors 3,848,35 3,995,94 4,168,68 4,366,70 4,595,40 4,802,55

8.9 9.0 0.1 4.4 3.4 8.2

Beginning: Official statistics, trade associations, trade imperativeness, company research, trade interviews, Euromonitor International estimations

Table 29 Forecast Gross saless of Liquors by Subsector: Entire Value 2008-2013

RMB million

2008 2009 2010 2011 2012 2013

Whisk ( vitamin E ) y 15,591.0 17,997.8 20,924.6 24,603.9 29,212.1 35,245.3

– Single malt Scotch 201.7 250.7 300.7 352.2 407.0 456.7

whiskey

– Blended Scotch whisky 13,942.1 16,062.7 18,693.9 22,076.4 26,393.5 32,152.9

– Bourbon/other US 1,201.4 1,427.9 1,663.3 1,898.7 2,125.5 2,340.6

whisky

– Canadian whisky 245.8 256.5 266.6 276.6 286.1 295.1

– Irish whiskey – – – – – –

– Nipponese whisky – – – – – –

– Other whisk ( vitamin E ) y – – – – – –

Brandy and Cognac 21,542.0 24,654.9 28,112.9 31,567.6 35,124.2 38,554.5

– Brandy 1,447.1 1,483.8 1,521.3 1,560.0 1,594.8 1,627.8

– Cognac 20,094.9 23,171.1 26,591.6 30,007.6 33,529.4 36,926.7

White spirits 1,005.1 1,052.2 1,158.1 1,320.2 1,519.6 1,778.6

– Gin 163.9 183.2 202.8 221.5 239.1 254.1

– Vodka 841.2 869.0 955.3 1,098.8 1,280.5 1,524.4

Rum 249.6 301.6 346.8 389.3 433.7 477.6

– White rum 203.1 247.2 287.6 326.3 367.0 407.6

– Dark rum 46.5 54.3 59.2 63.1 66.7 70.0

Tequila ( and Mezcal ) 76.3 86.7 98.5 112.1 128.1 144.0

Liqueurs 535.7 570.9 603.0 632.3 658.0 681.5

– Cream-based cordials 59.8 64.2 68.3 72.1 75.1 77.8

– Bitterss – – – – – –

– Other cordials 475.9 506.7 534.7 560.2 582.9 603.7

Other liquors 214,446.9 233,632.7 256,189.8 282,136.7 311,906.0 338,772.1

– Chinese herbal liquors 17,242.1 19,802.9 22,327.0 24,869.1 27,255.2 29,254.2

– Economy Local Spirits 13,866.0 14,249.7 14,697.7 15,231.3 15,860.2 16,416.0

– Lower mid-range local 52,516.3 54,946.1 57,776.3 61,025.9 64,719.6 68,210.9

liquors

– Premium local liquors 64,775.1 72,993.0 82,917.9 94,868.2 109,177.1 122,978.0

– Upper mid-range local 66,047.4 71,641.1 78,470.8 86,142.3 94,893.9 101,913.1

liquors

Liquors 253,446.6 278,296.8 307,433.6 340,762.2 378,981.7 415,653.7

Beginning: Official statistics, trade associations, trade imperativeness, company research, trade interviews, Euromonitor International estimations

Table 30 Forecast Gross saless of Liquors by Subsector: % Entire Volume Growth 2008-2013

% entire volume growing

2008-13 CAGR 2008/13 Sum

Whisk ( vitamin E ) y 16.4 114.0

– Single malt Scotch whisky 15.5 105.7

– Blended Scotch whisky 17.1 120.0

– Bourbon/other US whiskey 12.5 80.2

– Canadian whisky 1.8 9.1

– Irish whiskey – –

– Nipponese whisky – –

– Other whisk ( vitamin E ) y – –

Brandy and Cognac 4.8 26.3

– Brandy 2.4 12.3

– Cognac 10.0 61.2

White spirits 10.4 63.8

– Gin 8.0 47.1

– Vodka 10.9 67.6

Rum 12.0 76.0

– White rum 13.0 84.3

– Dark rum 7.4 42.9

Tequila ( and Mezcal ) 12.8 82.6

Liqueurs 3.9 20.9

– Cream-based cordials 4.0 21.7

– Bitterss – –

– Other cordials 3.8 20.8

Other liquors 4.4 24.2

– Chinese herbal liquors 8.7 51.8

– Economy Local Spirits 3.0 16.1

– Lower mid-range local liquors 4.0 21.9

– Premium local liquors 10.2 62.6

– Upper mid-range local liquors 5.6 31.2

Liquors 4.5 24.8

Beginning: Official statistics, trade associations, trade imperativeness, company research, trade interviews, Euromonitor International estimations

Table 31 Forecast Gross saless of Liquors by Subsector: % Entire Value Growth 2008-2013

% local currency, changeless value growing

2008-13 CAGR 2008/13 Sum

Whisk ( vitamin E ) y 17.7 126.1

– Single malt Scotch whisky 17.8 126.4

– Blended Scotch whisky 18.2 130.6

– Bourbon/other US whiskey 14.3 94.8

– Canadian whisky 3.7 20.0

– Irish whiskey – –

– Nipponese whisky – –

– Other whisk ( vitamin E ) y – –

Brandy and Cognac 12.3 79.0

– Brandy 2.4 12.5

– Cognac 12.9 83.8

White spirits 12.1 77.0

– Gin 9.2 55.0

– Vodka 12.6 81.2

Rum 13.9 91.4

– White rum 15.0 100.7

– Dark rum 8.5 50.5

Tequila ( and Mezcal ) 13.5 88.7

Liqueurs 4.9 27.2

– Cream-based cordials 5.4 30.1

– Bitterss – –

– Other cordials 4.9 26.9

Other liquors 9.6 58.0

– Chinese herbal liquors 11.2 69.7

– Economy Local Spirits 3.4 18.4

– Lower mid-range local liquors 5.4 29.9

– Premium local liquors 13.7 89.9

– Upper mid-range local liquors 9.1 54.3

Liquors 10.4 64.0

Beginning: Official statistics, trade associations, trade imperativeness, company research, trade interviews, Euromonitor International estimations

a Euromonitor International