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From?the?perspective?of?global?total?pure?alcohol?consumption,?spirits?account?for?the?highest?proportion.?In?2016,?the?consumption?of?spirits?accounted?for?44.8%?of?the?global?pure?alcohol?consumption,?which?was?the?highest?among?all?alcohol?categories.?The?Asia?Pacific?region?is?the?market?with?the?largest?consumption?of?spirits.?Baijiu,?China's?white?wine,?brandy?and?rum?are?the?main?liquor?consumed?in?China's?Asia?Pacific?region.?However,?imported?spirits?are?gradually?expanding?their?market?share.?According?to?the?market?research?data,?it?is?expected?that?the?sales?volume?of?imported?spirits?will?increase?to?399?million?cases?by?2022,?and?the?consumption?growth?rate?will?reach?12%.

The?report?on?the?current?situation?and?trend?of?overseas?foreign?wine?consumption?concept?issued?by?CMRC?China?Research?Century?Consulting?summarizes?the?changes?of?international?typical?liquor?products?in?terms?of?product?itself,?packaging?and?consumption?trend?in?recent?years.?Through?the?changes?of?international?spirits?brands?in?products,?packaging?and?consumption?trends?in?recent?years,?this?paper?summarizes?the?changes?of?international?spirits?consumption,?so?as?to?provide?reference?basis?for?the?future?planning?of?domestic?spirits?production?enterprises.?In?order?to?make?the?research?more?targeted,?CMRC?China?Research?Century?Consulting?selected?the?changes?of?spirits?consumption?in?Europe,?the?United?States?and?Japan?as?the?key?research?direction.

The?study?found?that?from?the?perspective?of?consumption,?the?consumption?of?spirits?at?this?stage?is?mainly?reflected?in?the?middle-aged?groups?tasting?high-end?spirits?in?public?places?for?social?purposes.?In?the?future,?the?consumption?of?spirits?will?be?gradually?transformed?into?the?high-profile?life?brought?by?innovative?taste?and?low?alcohol?spirits?at?home?for?the?purpose?of?tasting.?In?addition,?this?transformation?of?consumption?will?also?promote?the?gradual?transformation?of?liquor?purchase?channels?from?offline?to?online.

From?the?perspective?of?packaging,?the?packaging?of?spirits?at?this?stage?is?mainly?reflected?in?the?large-scale?and?cumbersome?glass?bottle?design.?In?the?future,?the?packaging?of?spirits?will?gradually?change?to?the?direction?of?light?weight,?simplicity?and?atmosphere;?From?the?perspective?of?product?marketing,?the?promotion?of?spirits?at?this?stage?mainly?takes?the?product?and?year?as?gimmicks,?and?cultivates?consumers?through?traditional?promotion?channels.?In?the?future,?gimmicks?such?as?"health"?and?"moderation"?may?be?added?to?the?promotion?of?spirits,?and?marketing?promotion?will?be?carried?out?through?emerging?social?media?and?other?channels.?In?addition,?the?market?influence?of?niche?brands?such?as?local?handmade?spirits?can?not?be?ignored.?(source:?Zhongyan?Century?Market?Research?Co.,?Ltd.?the?opinions?in?this?article?are?for?reference?only?and?are?not?used?as?investment?suggestions!)