“It is much easier for drinks brands to stand out at on-trade outlets than from out of crowded supermarket drinks shelves. As competition in the market intensifies, engaging more directly with consumers to develop brand recognition and uptake will become even more important for the alcoholic drinks industry, and on-trade outlets provide the best environment in which to achieve that.”

– Matthew Crabbe, Director of Research, Asia-Pacific

This report covers the sale of alcoholic drinks through on-trade outlets within the People’s Republic of China.

The on-trade market represents an increasingly important channel for alcoholic drinks companies through which to reach and engage with consumers in promoting their brands. This has proved difficult in the past due to the fragmented nature of the market, but drinks companies will need to coordinate more with on-trade channels in the future in order to stand out from their many competitors. They are also increasingly likely to become more directly involved with the on-trade sector, and we have already seen breweries and wine companies beginning to open own-branded restaurant and bar outlets.