Case study: Mixed Alcoholic Beverages – Market Entry Study for Premium Craft beer in China

The challenge

A US association of craft beer producers sought to tap onto the growing westernization and affluence of the Chinese consumers and gain entry into the Chinese beer market.

The objective of the study were to assess the current size and potential of premium beer industry in China, with a focus on imported beer and western brands. The client aimed to gain insights on the profile of target customers, alcohol consumption patterns, decision making process and degree of acceptance towards the client’s new beverage.

The process

Spire conducted in-depth face-to-face interviews with brewers and importers of local and international beers, trade development agencies as well as relevant food authorities across Tier 1 and Tier 2 parts of China. Interviews with channels including on-site consumption channels and retail outlets were also held to assess the pricing and receptivity of the products.

The results

The client used our report to develop a business plan and an entry strategy for the Chinese market.

Project deliverables included a report detailing:

Market size and forecast for international beer as well craft beer
Assessment of the supply chain and channel strategy to distribute craft beer
Competitor analysis including benchmarking activities of the top international beers in China
Customer analysis to assess the value attributes and relevant messaging
Assessment of CSIs and standards required in China