China: Spirits Market Update 2026

Although China is the world's largest market for alcoholic beverages, imported spirits currently account for a very small percent of domestic consumption. Younger adult consumers in China are a key target demographic for imported whiskey and brandy. U.S. spirits have a niche but stable consumer base, while opportunities exist in consumer education and differentiation. In 2025, China's imported spirits market showed stable volumes but declining value, as consumers traded down to lower-priced products amid economic pressure, with whisky remaining resilient, brandy weakening significantly, and other categories gradually diversifying demand.