What are the international market demands for Chinese liquor and yellow wine exports?

As traditional liquors, the demand for Chinese liquor and yellow wine in the international market is gradually increasing, but the differences in consumption habits, cultural backgrounds, and regulatory policies in different regions have led to diversified demand. The following is an analysis of the main international market demand and potential opportunities:

1. International market demand for liquor exports
   East Asian and Southeast Asian markets

Chinese communities (Singapore, Malaysia, Thailand, etc.): consumption is mainly high-end liquor (such as Moutai, Wuliangye), which is used for festivals, gifts and business banquets, and has a strong sense of cultural identity.

South Korea/Japan: Driven by the popularity of Chinese food, light-fragrant liquor (such as Fenjiu) is more suitable for local light diets, but the cultural barriers of high-alcohol liquor need to be overcome.

European and American markets

High-end business scenarios: European and American spirits consumers prefer whiskey and brandy, but Chinese liquor can enter the luxury market through the positioning of “high-end oriental spirits” (such as Moutai’s promotion at the French luxury exhibition).

Adaptation of cocktail culture: Low-alcohol liquor or flavored liquor (such as Luzhou Laojiao’s “Bai Diao”) try to integrate into the cocktail market, and consumers need to be educated.

Regulatory challenges: The EU has strict standards for alcohol additives (such as plasticizers), and the process needs to be adjusted in compliance.

Emerging markets of the “Belt and Road”

Russia and Central Asian countries: The consumption base of high-alcohol liquor is good, and low-end and mid-end liquor (such as Erguotou) gradually penetrates with its cost-effectiveness.

Africa (such as Nigeria and Kenya): There is a large demand for low-priced bottled liquor, but attention should be paid to transportation costs and localized packaging.

Duty-free channels

Global airport duty-free shops (such as Dubai and Hong Kong) are the display windows of Chinese liquor, mainly for cross-border tourists and collectors.

2. International market demand for rice wine exports

Japan and South Korea

Rice wine is similar to sake and soju in flavor, and can be promoted as cooking wine or healthy drinks (such as Shaoxing rice wine emphasizes “low-alcohol health”).

The Japanese market has a high acceptance of traditional brewing technology, but differentiation needs to be highlighted (such as Guyue Longshan’s “vintage rice wine”).

Healthy diet trends in Europe and the United States

Organic rice wine or additive-free products can connect with the trend of “natural fermented beverages”, and consumers need to be educated through catering channels (such as Chinese restaurants and Asian supermarkets).

Some European countries (such as Germany) have increased interest in rice wine, which can be compared to the promotion of sake.

Chinese communities and catering channels

The demand for cooking rice wine (such as “Jiafan wine”) in overseas Chinese restaurants is stable, but the packaging capacity needs to be solved (small bottles are more popular).

3. Common challenges and opportunities

Cultural output first

Improve awareness through the “China Wine Culture Festival” and international event sponsorship (such as Moutai’s cooperation with the World Cup).

Promote with Chinese cuisine (such as rice wine with hairy crabs, white wine with Sichuan cuisine).

Improve product adaptability

Reduce alcohol content, develop fruity blended wines (such as white wine + plums), and small-volume packaging (50-100ml).

Comply with international certifications (such as organic certification, Halal certification).

Policy and channel barriers

Pay attention to the tariff policies of the target country (such as the high tariffs on spirits in the United States) and labeling requirements (such as the EU requires allergens to be labeled).

Cooperate with local distributors or e-commerce platforms (such as Amazon, Lazada) to lower the entry threshold.

4. Summary of potential markets
   Alcohol Key markets Core strategies
   White wine Southeast Asia, duty-free shops, Russia High-end gifts + business scenarios, adapted to the cocktail culture
   Yellow wine Japan, Europe and the United States Health food market Bundled Chinese cooking, emphasizing low alcohol and health attributes
   Data reference: Customs data in 2022 showed that China’s white wine exports increased by 12% year-on-year, mainly sold to Hong Kong, South Korea, and Myanmar; Yellow wine exports to Japan accounted for more than 40%.

It is recommended that companies conduct precise positioning based on the preferences of the target market, and at the same time use cross-border e-commerce (such as Alibaba International Station) to test the waters and gradually establish brand awareness.