The global liquor market is facing new challenges. The continuous rise in inflation and cost of living is affecting the ready to drink market and consumers' disposable income, leading to consumption downgrades in some alcohol sales. But at the same time, we also found that the consumption of some alcoholic beverages is still upgrading, and it seems that they have not been negatively affected by economic fluctuations.

Last year's data showed that the growth axis of the global alcoholic beverage market has begun to change, with only 1% growth in alcoholic beverages in 160 countries worldwide. We predict that sales growth will only be 1% in the next five years. But in terms of amount, there is an increase of about 2%.

For the domestic market, these numbers seem very low, but from the perspective of the entire global market, the growth rate of alcohol has indeed been relatively slow.

Although only 1%, where did these growth come from?

From a sales perspective. From 2021 to 2022, India and Mexico contributed half of the increase. In terms of total volume, China and the United States are very large markets, but last year, due to the impact of the economic and international situation, growth was driven more by India and Mexico.

In terms of value growth, China and the United States are still two very important markets. In the next five years, we predict that the value of the entire Chinese liquor market will increase by 41.7 billion US dollars, while the United States will see an increase of 12 billion US dollars. Due to the current high volatility of exchange rates, we make value judgments and predictions based on fixed exchange rates.

Overall, the change in the axis refers to the fact that in the past, both in terms of quantity and amount, most of the focus was on the Chinese and US markets. However, now we have also found that other markets, such as emerging countries such as India and Mexico, have contributed a lot to growth. But in terms of value and amount, the Chinese and American markets are still the main ones.