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iSuite Insights Spotlight - Issue #12 Discover The Latest Trends In Imported Whisky Market

The Chinese spirits market is rapidly growing and transforming, primarily due to the increasing demand for premium and luxury spirits among young Chinese consumers. This shift in consumer preferences, moving away from traditional spirits to premium whiskies, has created opportunities for premium whisky brands in a market that was once dominated by baijiu. According to Statista, the revenue in the whisky market is projected to reach 1.16 billion USD in 2023, with an expected annual growth rate of 2.09% from 2023 to 2027.

Based on iAudience and iFans data, we have traced and profiled Chinese netizens who actively followed imported whisky brand-related topics, highlighting their audience profiles and online preferences to identify and market them more effectively.


Chinese spirits market_Audience Demographics
Source: iAudience Data as of Sept 2023

  • Majority of the interested audiences are Young Male Adult (25-34).


iSuite#12_Market Landscape Of Imported Whisky1
Source: iAudience Data as of Sept 2023


iSuite#12_Audience Interested Categories
Source: iAudience Data as of Sept 2023


Buying Factor: Pricing1, Design Style2, Modern3, Package Design4, Gifting Ideas5

Spirits: Brandy1, Cognac2, Baijiu3, Champagne4, Imported Wine5

Spirit Brands: Louis Xiii1, Hennessy2, Martell3

Source: iFans Public Opinion Analytics Data as of Sept 2023


iSuite#12_Public Opinion Sources
Source: iFans Public Opinion Analytics Data as of Sept 2023

  • The primary sources of public opinion include News, Short Videos, and WeChat.

Top 5 Social Media Platforms

iSuite#12_Top 5 Social Media Platforms
Source: iFans Public Opinion Analytics Data as of Sept 2023

  • The 3 leading social media platforms in the Chinese spirits market are Douyin, WeChat Official Account, and Xiaohongshu.


iSuite#12_Public Opinion Snapshots
Source: iFans Public Opinion Analytics Data as of Sept 2023

  • Audiences are actively looking for informative Whisky Introductions and Whisky-drinking Tips.

Read our previous article iSuite Insights Spotlight - Issue #11 Explore The Trends Of Luxury Watch Brands In China to uncover more insights into the Chinese luxury market.

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