{"id":11875,"date":"2023-03-03T07:30:31","date_gmt":"2023-03-03T07:30:31","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=11875"},"modified":"2025-04-23T09:33:27","modified_gmt":"2025-04-23T09:33:27","slug":"is-there-a-market-for-gin-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/is-there-a-market-for-gin-in-china\/","title":{"rendered":"Is there a market for gin in China?"},"content":{"rendered":"

While baijiu and whiskey are still the most widely popular spirits in China, gin is slowly becoming the spirit of choice among young Chinese drinkers. Coquina Restrepo<\/strong> finds out more about China\u2019s growing gin market<\/h2>\n

Gin is a relatively new spirit on the shelves of Chinese bars, but it has distinguished itself as the chameleon of drinks. It\u2019s not too sweet, not too strong and can be blended to have floral, fruity, woody and even musky notes.<\/p>\n

Yet gin is mostly preferred by the expat community in China, the same community that is setting up brand associations and gin bars in major cities. But local Chinese drinkers are still split between loving the spirit and never having tried it before.<\/p>\n

\u201cI think gin, as a spirit of choice and exploration, is fairly new,\u201d says Michael Epelboim, a Shanghai-based gin enthusiast and \u201cgin-fluencer\u201d who has run a series of tasting events. \u201cThe simple gin and tonic has always been there\u2026 [but] people don\u2019t usually order it unless they want a cheap drink. Gin is not perceived as a luxury drink and even the most famous brands were considered to be mid to low-end products.\u201d<\/p>\n

However, with the end of Covid restrictions in late 2022 and bars and restaurants in China seeing a sharp upturn in sales, there is a strong market opportunity for brands with unique branding and a strong online presence.<\/p>\n

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Who\u2019s drinking and who\u2019s pouring?<\/h4>\n

Alcohol culture is changing in China, particularly amongst millennials and Gen Z. In the past, the consumption of alcohol was mainly related to official events and businesses, the drinks of choice always being baijiu (a strong, grain-based clear liquor), and later, whiskey. As urban areas in China began to rapidly develop, drinking culture also began to change. Young Chinese people have moved away from the traditional \u201csipping culture\u201d of whiskey and baijiu to cocktails and casual social drinking.<\/p>\n

\u201cThe vibe of gin is very different from other spirits. You can drink it during the day, during brunch and at night for all occasions,\u201d says Eric Almazov Laroslav, the owner of a Shanghai gin bar called Botanical Basket. \u201cGin can smell and taste light depending on the brand, unlike Whiskey, which always smells and tastes like whisky. There are more opportunities with gin and gin tasting since it can taste sweet or dark, and it can smell floral or peppery depending on the blend.\u201d<\/p>\n