China’s alcohol market is moving fast enough that the latest figures look like a different industry altogether. In 2023, total alcohol consumption reached 55.1 billion liters, while online sales alone climbed to RMB 250 billion and high end baijiu powered RMB 150 billion in consumption. These numbers land you in a sharp contrast between traditional banquet culture and shifting modern habits, from Gen Z drinking frequency to the surge in low alcohol options, and the gap is exactly where the biggest changes are happening.
Key Takeaways
- In 2023, urban Chinese consumers drank 8.2 liters of baijiu per capita annually
- Total alcohol consumption volume in China was 55.1 billion liters in 2023, up 3.8% YoY
- Baijiu sales value reached RMB 677 billion in 2023, 6.5% growth
- China baijiu exports volume reached 450,000 kiloliters in 2023, up 15%
- Baijiu exports value RMB 5.2 billion in 2023, to over 100 countries
- Beer exports from China totaled 1.2 million kl in 2023, mainly to Asia
- Baijiu market size in China was valued at RMB 720 billion in 2023
- Total alcohol industry revenue reached RMB 1.05 trillion in 2023, up 7.2%
- Top 100 baijiu brands revenue totaled RMB 550 billion in 2023
- In 2023, China's baijiu production volume reached 7.92 million kiloliters, accounting for 70% of global spirits production
- Baijiu output in Sichuan province, the largest producer, was 3.45 million kiloliters in 2022, representing 43% of national total
- China's total alcohol production including beer and wine hit 52.3 billion liters in 2023, up 4.1% YoY
- China's baijiu market projected to grow at 5.8% CAGR to RMB 950 billion by 2028
- Total alcohol consumption expected to reach 62 billion liters by 2027, up 2.5% CAGR
- Premium baijiu segment to grow 10% annually through 2025
In 2023, China’s alcohol market hit RMB 1.05 trillion, led by booming baijiu and rising online sales.
Related reading
01 · Category
Consumption29 stats
01
In 2023, urban Chinese consumers drank 8.2 liters of baijiu per capita annually
02
Total alcohol consumption volume in China was 55.1 billion liters in 2023, up 3.8% YoY
03
Baijiu sales value reached RMB 677 billion in 2023, 6.5% growth
04
Beer consumption per capita in China was 32 liters in 2023
05
High-end baijiu (RMB 1000+ /bottle) consumption grew 12% to RMB 150 billion in 2023
06
Online alcohol sales in China hit RMB 250 billion in 2023, 22% YoY increase
07
Gen Z (18-25) alcohol consumption frequency was 2.1 times/week in 2023 survey
08
Baijiu consumption in banquets accounted for 45% of total in 2023
09
Wine consumption volume reached 1.8 billion liters in 2023, up 8%
10
Low-alcohol beverage consumption surged 35% to 5 billion liters in 2023
11
Rural alcohol expenditure per capita was RMB 450 in 2023, 70% on baijiu
12
Cocktail consumption in bars grew 28% YoY, 1.2 billion servings in 2023
13
Beer sales in off-trade channels were 65% of total consumption in 2023
14
Female alcohol consumers rose to 35% of total in 2023, preferring wine and beer
15
Baijiu home consumption increased 18% post-COVID in 2023
16
Average spend on alcohol per consumer was RMB 1,200 annually in 2023
17
Ready-to-drink (RTD) alcohol sales volume hit 2.5 billion cans in 2023
18
Alcohol consumption during Chinese New Year 2023 was 1.2 billion liters
19
Baijiu trial consumption in stores reached 15 million tastings in 2023
20
Non-alcoholic beer consumption grew 45% to 800 million liters in 2023
21
Premium beer consumption share rose to 25% of total in 2023
22
Baijiu gifting volume was 500 million bottles during holidays in 2023
23
Urban millennial consumption skewed to craft beer, 40% preference in 2023
24
Alcohol delivery orders via apps exceeded 1 billion in 2023
25
Per capita spirits consumption in China was 7.5 liters pure alcohol equivalent in 2023
26
Import wine consumption dominated by Bordeaux at 22% share in 2023
27
Baijiu low-degree variants consumption up 25% to 1.5 million kl in 2023
28
Total alcohol ad spend influenced consumption growth by 10% in 2023
29
In Q4 2023, monthly alcohol consumption averaged 4.2 liters per adult urbanite
Interpretation
Consumption Interpretation
Despite the surge in trendy cocktails and craft beers, China's drinking culture remains firmly anchored by baijiu's staggering economic might and banquet-hall dominance, yet is being quietly reshaped by a sober-curious generation clicking "buy now" for low-alcohol sips delivered to their door.
02 · Category
Exports/Imports28 stats
01
China baijiu exports volume reached 450,000 kiloliters in 2023, up 15%
02
Baijiu exports value RMB 5.2 billion in 2023, to over 100 countries
03
Beer exports from China totaled 1.2 million kl in 2023, mainly to Asia
04
Wine exports value RMB 1.8 billion in 2023, up 12%
05
Moutai exported 2.5 million bottles in 2023, revenue RMB 1.2 billion
06
Yellow wine exports grew 20% to 15,000 tons in 2023
07
Imported spirits volume 250,000 kl in 2023, value RMB 25 billion
08
Whisky imports to China RMB 8 billion in 2023, 18% growth
09
Wine imports totaled 1.65 billion liters in 2023, down 2% volume but up 5% value
10
Beer imports value RMB 3.5 billion in 2023, from Europe and US
11
Baijiu export to US reached 50,000 kl in 2023
12
EU-China alcohol trade deficit for China RMB 20 billion in 2023
13
Fenjiu exports doubled to RMB 500 million in 2023
14
RTD exports from China 300 million cans in 2023
15
Imported cognac volume 80,000 kl in 2023
16
Baijiu OEM exports for foreign brands 100,000 kl in 2023
17
Wine export growth to Belt and Road countries 25% in 2023
18
Tariff revenue on alcohol imports RMB 15 billion in 2023
19
Baijiu export certification to 50 new markets in 2023
20
Imported premium whisky share 60% of spirits imports value in 2023
21
China beer exports to ASEAN RMB 2 billion in 2023
22
Bulk wine imports 200 million liters in 2023 for blending
23
Luzhou Laojiao export revenue RMB 800 million in 2023
24
Alcohol free trade zone exports up 30% in Shanghai FTZ 2023
25
Imported rum and tequila grew 22% to RMB 2 billion in 2023
26
Baijiu re-exports from Hong Kong 20,000 kl in 2023
27
Total alcohol trade balance deficit RMB 45 billion in 2023
28
Wuliangye overseas revenue RMB 1.5 billion in 2023
Interpretation
Exports/Imports Interpretation
In a spirited global tango, China is assertively pouring its potent baijiu onto the world stage while developing a decidedly refined—and costly—taste for imported premium whiskies and cognacs, resulting in a trade balance that’s deeply in the red but buzzing with ambitious activity.
03 · Category
Market Size28 stats
01
Baijiu market size in China was valued at RMB 720 billion in 2023
02
Total alcohol industry revenue reached RMB 1.05 trillion in 2023, up 7.2%
03
Top 100 baijiu brands revenue totaled RMB 550 billion in 2023
04
Beer market revenue was RMB 280 billion in 2023
05
Wine market valued at RMB 120 billion in 2023, with 40% premium segment
06
E-commerce alcohol market share hit 25% of total revenue in 2023
07
Moutai revenue RMB 147 billion in 2023, 19% YoY growth
08
Wuliangye revenue RMB 83.9 billion in 2023, up 17%
09
Yanghe Brewery revenue RMB 32 billion from baijiu in 2023
10
Luzhou Laojiao revenue RMB 27 billion in 2023
11
Fenjiu revenue RMB 15.3 billion in 2023, 20% growth
12
Alcohol industry profit margin averaged 22% in 2023, highest for baijiu at 45%
13
Number of alcohol retail outlets exceeded 5 million in 2023
14
Baijiu market concentration (CR5) reached 35% in 2023
15
Premium segment (>RMB500/bottle) held 28% revenue share in 2023
16
Beer industry EBITDA was RMB 45 billion in 2023
17
Wine import market size RMB 35 billion in 2023
18
Alcohol tourism revenue from distilleries RMB 10 billion in 2023
19
Brand value of top baijiu Moutai at RMB 2.8 trillion in 2023
20
Mid-range baijiu (RMB100-500) revenue RMB 300 billion in 2023
21
RTD market revenue RMB 15 billion, 30% growth in 2023
22
Alcohol packaging market for China valued RMB 50 billion in 2023
23
Distillery real estate value totaled RMB 500 billion in 2023
24
Baijiu IPOs raised RMB 20 billion in 2023
25
Alcohol supply chain value added RMB 300 billion in 2023
26
Tax revenue from alcohol industry RMB 250 billion in 2023
27
Liquor retail chain revenue RMB 400 billion in 2023
28
Craft spirits market size RMB 8 billion in 2023, up 40%
Interpretation
Market Size Interpretation
Even as the beer market bubbles at RMB 280 billion and wine slowly matures, China’s real national pastime is a staggering, wildly profitable RMB 720 billion baijiu industry, where a few luxury brands like Moutai—valued at nearly RMB 2.8 trillion—ferment margins of 45% and prove that the most intoxicating business in China is selling tradition by the bottle.
More related reading
04 · Category
Production30 stats
01
In 2023, China's baijiu production volume reached 7.92 million kiloliters, accounting for 70% of global spirits production
02
Baijiu output in Sichuan province, the largest producer, was 3.45 million kiloliters in 2022, representing 43% of national total
03
China's total alcohol production including beer and wine hit 52.3 billion liters in 2023, up 4.1% YoY
04
Moutai brand produced 28,500 tons of feitian maotai in 2023, a record high with 15% growth
05
Luzhou Laojiao's base liquor production capacity expanded to 120,000 tons annually by end-2023
06
Wuliangye's production of core five-grain baijiu reached 400,000 tons in 2023
07
Shanxi Fenjiu produced 85,000 tons of Qinghua Fen aroma baijiu in 2023, up 12%
08
Total sorghum consumption for baijiu production in China was 12.5 million tons in 2022
09
China's craft distillery production grew to 150,000 kiloliters in 2023, 25% YoY increase
10
Beer production volume in China was 37.2 billion liters in 2023, down 1.5% from 2022
11
Wine production in China reached 1.45 billion liters in 2023, with 60% from domestic grapes
12
Yellow wine production totaled 680,000 tons in 2023, mainly in Zhejiang province
13
Baijiu enterprises numbered 1,682 in China as of 2023, down 5% from prior year
14
High-end baijiu production capacity utilization rate was 92% in 2023
15
Automated production lines in baijiu factories increased to 45% by 2023
16
In 2023, per capita alcohol production in China was 37 liters, highest in spirits category
17
Rice wine production in Guangdong hit 120,000 tons in 2023
18
China's organic baijiu production volume was 50,000 kiloliters in 2023, up 30%
19
Distillery wastewater treatment capacity reached 95% compliance in 2023
20
Baijiu raw material innovation led to 15 new strains in 2023 production
21
Total investment in baijiu production facilities was RMB 120 billion in 2023
22
China's baijiu production energy efficiency improved by 18% from 2020 to 2023
23
Small-scale baijiu producers output 20% of total volume in 2023
24
Hefei guojiao produced 25,000 tons in 2023
25
Langjiu group's production capacity hit 100,000 tons annually in 2023
26
Total baijiu fermentation pits in China exceeded 200,000 in 2023
27
Beer malt production for domestic use was 28 million tons in 2023
28
Wine grape acreage expanded to 850,000 hectares in 2023, yielding 13.5 million tons
29
Baijiu bottling automation rate reached 75% in top 100 producers in 2023
30
China's alcohol production PMI averaged 52.3 in 2023, indicating expansion
Interpretation
Production Interpretation
Amidst a slight decline in beer and despite a minor consolidation of producers, China’s vast and evolving alcohol industry, now more automated and efficient, is fundamentally a baijiu-fueled titan, with Sichuan alone producing enough of the fiery spirit to command nearly half the national output and to decisively claim global spirits dominance.
05 · Category
Trends/Forecasts29 stats
01
China's baijiu market projected to grow at 5.8% CAGR to RMB 950 billion by 2028
02
Total alcohol consumption expected to reach 62 billion liters by 2027, up 2.5% CAGR
03
Premium baijiu segment to grow 10% annually through 2025
04
Low/no alcohol beverages market to hit RMB 100 billion by 2025, 25% CAGR
05
Beer market decline projected at -1% CAGR to 2028 due to health trends
06
Wine consumption forecast 2.2 billion liters by 2027, 4% CAGR
07
E-commerce alcohol sales to reach 35% market share by 2025
08
Gen Z driving 15% rise in flavored baijiu by 2026
09
Craft beer production to triple to 1 billion liters by 2028
10
Baijiu exports projected RMB 10 billion by 2027, 12% CAGR
11
Health-conscious consumption to reduce pure alcohol intake by 5% by 2025
12
RTD market CAGR 20% to RMB 50 billion by 2028
13
Baijiu production capacity to stabilize at 9 million kl by 2025
14
Imported wine value up 6% CAGR to RMB 50 billion by 2027
15
Sustainability investments in alcohol industry to RMB 50 billion by 2025
16
Cocktail bar numbers to double to 10,000 by 2026
17
Baijiu digital marketing spend up 30% YoY to 2025
18
Rural premiumization trend lifts mid-high baijiu 8% CAGR to 2028
19
AI in baijiu production adoption 50% by 2027
20
Female consumer share to 45% by 2028
21
Alcohol subscription services users to 50 million by 2025
22
Baijiu NFT and metaverse sales projected RMB 1 billion by 2025
23
Zero-sugar alcohol variants 20% market by 2027
24
Distillery tourism visitors 100 million annually by 2028
25
Baijiu consolidation to top 50 firms 70% share by 2025
26
Beer premiumization to 40% share by 2027
27
Global baijiu share outside China to 10% by 2028
28
Regulatory tightening on ads to slow mass market growth 2% to 2025
29
Organic alcohol certification products 15% market by 2027
Interpretation
Trends/Forecasts Interpretation
The Chinese alcohol market is meticulously orchestrating its own grand, spirited evolution: traditional giants like baijiu are striding confidently towards premiumization and global conquest, while a soberingly health-conscious and digitally-native generation sips on zero-sugar RTDs, explores virtual NFT cellars, and drags the entire industry—kicking and screaming—into a more sophisticated, segmented, and sustainable future.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Daniel Varga. (2026, February 13). China Alcohol Industry Statistics. Gitnux. https://gitnux.org/china-alcohol-industry-statistics
MLA
Daniel Varga. "China Alcohol Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/china-alcohol-industry-statistics.
Chicago
Daniel Varga. 2026. "China Alcohol Industry Statistics." Gitnux. https://gitnux.org/china-alcohol-industry-statistics.
Sources & references
100 datasets cited across this report · attribution is report-level