艾媒咨询 | 2026-2027年中国酒类产业发展与消费行为洞察报告

酒类产业作为我国食品消费领域的核心支柱赛道，深度嵌入居民日常餐饮、商务社交与文化消费场景，同时也是传统消费产业升级与中华文化价值输出的重要载体。当前，行业正处于从总量扩张向结构优化转型的关键期，发展逻辑由产能与渠道的粗放增长转向品牌价值、品质表达与场景适配能力的全面提升。从宏观环境来看，国家层面对产业端与消费端均给予了规范引导，白酒生产准入与食品安全国家标准体系持续完善，为行业合规发展筑牢底线；消费税政策优化与产区生态保护政策逐步落地，推动行业向品牌化、集约化、品质化方向演进。经济层面，居民人均可支配收入稳步增长与消费结构持续升级，为中高端酒类产品的渗透率提升奠定了坚实购买力基础。社会层面，消费代际迭代、宴席与商务场景常态化以及国潮文化的兴起，共同重塑了酒类消费形态，催生出对品质化、个性化、场景化酒类产品的旺盛需求。技术层面，数字化酿造工艺、智慧供应链体系以及全渠道新零售模式的快速迭代，推动行业从传统产销模式向数据驱动的精细化运营升级，行业竞争焦点正从单一的渠道铺货比拼转移至品牌文化塑造与全链路消费者运营能力。
全球领先的新经济产业第三方数据挖掘和分析机构 iiMedia Research（艾媒咨询）最新发布的《2026-2027年中国酒类产业发展与消费行为洞察报告》显示，截至2026年6月30日，中国现存酒类相关企业148.92万家。区域分布呈现明显集聚特征，广东坐拥超19万家酒类企业，占全国总量的13.4%，是核心产业承载地；山东、贵州紧随其后，相关企业分别约13.6万家、9.45万家。2025年中国酒类新零售市场规模达到1740.0亿元，其中白酒市场规模预计2027年将达到10709亿元，正式迈入万亿市场。国内酒类产业链完备、产区集群优势与本土化品牌影响力持续巩固，2021-2025年中国酒类出口规模从2021年的43.10亿元持续攀升，2025年至91.62亿元，名优白酒的海外认知度逐步提升。
消费者行为与需求特征方面，2026年中国消费者购买过的酒品牌中，青岛啤酒占比最高，达到31.13%，其次是雪花啤酒，占比28.39%，中国劲酒占比27.66%，位列第三；选购酒类产品时，最关注的三个因素分别是口感/风味（38.49%）、原料/酿造工艺（34.07%）和营养保健功能（30.60%）。2026年中国酒类新零售用户认为市场主要存在的问题中，占比最高的是“价格混乱，虚标原价、虚假促销”，占比达到30.97%；其次是“假货泛滥，正品保障不足”，占比29.58%；第三位是“品质同质化严重，缺乏产品特色”，占比28.33%。艾媒咨询分析师认为，用户对酒类新零售市场存在的问题主要集中在价格不透明、假货泛滥和虚假宣传等方面，占比均超过27%，反映出酒类新零售市场在价格诚信、正品保障和信息透明度等方面存在较大问题，亟须加强监管和规范。
在重点企业布局与未来趋势层面，行业内代表性企业如五粮液、山西汾酒与泸州老窖，各自依托差异化的产品策略与产区禀赋构筑竞争优势。五粮液以浓香型高端白酒为核心，依托多品牌矩阵与全渠道布局巩固行业龙头地位；山西汾酒深耕清香型赛道，凭借全国化市场拓展与“抓两头带中间”的产品结构实现持续高速增长；泸州老窖则依托百年窖池资源优势，以“双品牌、三品系、大单品”战略持续强化浓香鼻祖的品牌价值。展望未来，中国酒类产业将沿着品质升级、品牌集中、场景细分与文化出海四大主线演进。消费分级与场景分化将推动产品从大众普适向圈层化、场景化方向进化；跨境渠道铺设与海外文化推广则为中国名优酒品出海开辟新的增长空间。在产业结构优化、消费持续升级与品牌价值重塑的多重作用下，行业长期发展空间依然广阔，在头部品牌引领下的结构性增长机会值得期待。
The alcoholic beverage industry serves as a core pillar sector in China's food consumption landscape, deeply integrated into residents' daily dining, business social interactions, and cultural consumption scenarios. It also functions as a vital vehicle for upgrading traditional consumer industries and promoting Chinese cultural values. Currently, the industry is undergoing a critical transition from quantitative expansion to structural optimization, shifting its development focus from extensive growth in production capacity and distribution channels to comprehensive improvements in brand value, quality representation, and scenario adaptability. From a macro perspective, both the national government and the industry have provided regulatory guidance for both the industry and consumers; the continuous refinement of national standards for baijiu production approvals and food safety has established a solid foundation for compliant industry development, while optimized consumption tax policies and ecological protection measures in production regions are driving the industry toward greater branding, efficiency, and quality. Economically, steady growth in per capita disposable income and ongoing upgrades in consumption patterns have created a robust purchasing power base for mid-to-high-end alcoholic products. Socially, generational shifts in consumption preferences, the normalization of banquets and business events, and the rise of China-fashion culture have collectively reshaped alcohol consumption patterns, fostering strong demand for high-quality, personalized, and context-specific beverages. Technologically, rapid advancements in digital brewing processes, smart supply chain systems, and omnichannel retail models are transforming the industry from traditional production and sales models to data-driven, precision-oriented operations. The competitive focus has shifted from mere channel expansion to brand culture building and end-to-end consumer engagement capabilities.
The latest "2026–2027 China Alcoholic Beverage Industry Development and Consumer Behavior Insights Report" released by iiMedia Research, a globally leading third-party data mining and analysis institution for new economic industries, shows that as of June 30, 2026, there were 1.4892 million alcohol-related enterprises in China. The regional distribution exhibits distinct clustering characteristics: Guangdong hosts over 190,000 alcohol enterprises, accounting for 13.4% of the national total, making it the core industrial hub; Shandong and Guizhou follow closely with approximately 136,000 and 94,500 enterprises, respectively. By 2025, the scale of China's new retail market for alcoholic beverages is projected to reach 174.0 billion yuan, with the baijiu market expected to hit 1,070.9 billion yuan by 2027, officially entering a trillion-yuan market. With a comprehensive domestic alcohol industry chain, sustained advantages in regional clusters, and the growing influence of local brands, China's alcohol exports have risen steadily from 4.31 billion yuan in 2021 to 9.162 billion yuan by 2025, while the international recognition of premium baijiu brands continues to improve.
In terms of consumer behavior and demand characteristics, among the liquor brands purchased by Chinese consumers in 2026, Tsingtao Beer accounted for the highest proportion at 31.13%, followed by Snow Beer at 28.39%, and China Jinjiu at 27.66%, ranking third. When selecting alcoholic products, the three most critical factors were taste/flavor (38.49%), raw materials/brewing process (34.07%), and nutritional health benefits (30.60%). Among the main issues identified by Chinese new retail consumers of alcoholic beverages in 2026, "price confusion, false labeling of original prices, and misleading promotions" accounted for the largest share at 30.97%; followed by "widespread counterfeit products and insufficient authenticity assurance" at 29.58%; and third was "severe product homogenization and a lack of distinctive features" at 28.33%. Analysts from iiMedia Research noted that user concerns regarding the new retail market for alcoholic beverages primarily focused on price opacity, counterfeit proliferation, and false advertising, each exceeding 27%, highlighting significant shortcomings in price integrity, authenticity assurance, and information transparency, which urgently require enhanced regulation and standardization.
In terms of key enterprise positioning and future trends, representative companies in the industry such as Wuliangye, Shanxi Fenjiu, and Luzhou Laojiao have each established competitive advantages through differentiated product strategies and regional endowments. Wuliangye focuses on premium strong-aroma baijiu, consolidating its industry leadership through a multi-brand portfolio and a comprehensive channel strategy; Shanxi Fenjiu specializes in light-aroma baijiu, achieving sustained rapid growth through nationwide market expansion and a product structure that targets both ends while driving growth in the middle segment; Luzhou Laojiao leverages its century-old fermentation cellars to continuously strengthen the brand value of being the pioneer of strong-aroma baijiu through its "dual brands, three product lines, and flagship products" strategy. Looking ahead, China's liquor industry will evolve along four main axes: quality enhancement, brand consolidation, scenario segmentation, and cultural globalization. Consumer stratification and scenario differentiation will drive products to evolve from mass-market offerings toward niche and context-specific products; cross-border channel development and overseas cultural promotion will open new growth avenues for China's premium liquor brands. Under the combined effects of industrial structure optimization, continuous consumption upgrading, and brand value repositioning, the industry still holds significant long-term growth potential, with structural growth opportunities led by leading brands being highly anticipated.

艾媒咨询 | 2025年中国白酒行业发展状况与消费行为调查数据

随着消费理念升级，白酒市场呈现多元格局，涵盖品质消费领域，饮用偏好领域，以及商务宴请、文化收藏等社交场景领域。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国白酒行业发展状况与消费行为调查数据》数据显示，白酒行业发展迅速，2024年中国白酒行业规模以上企业累计完成产品销售收入达到8618亿元。2025年中国87.13%的消费者近一年内喝过白酒，且6-10年酒龄的消费者占比较多，显示出白酒较高的接受度和消费者较长的饮用历史。社交媒体以49.57%的占比成为了解白酒的主要渠道。购买方面，线下购买占比68.18%，其中酒类专营店/烟酒店占比57.92%，综合电商平台占比70.25%。朋友聚会是购买白酒的主要用途，消费者购买时最看重口感。40-49度、501-1000元价位的白酒更受消费者青睐。对于封坛酒，33.11%的消费者表示基本了解，30.54%的消费者因酒质有保证而购买，38.49%期望 3-5年内取酒饮用。艾媒咨询分析师认为，白酒企业应聚焦消费者对口感和品质的需求，优化线上线下购买渠道，关注中高端市场及封坛酒细分领域。
With the upgrading of consumption concepts, the liquor market presents a diversified pattern, covering the field of quality consumption, the field of drinking preference, and the field of social scenes such as business banquets and cultural collections. According to the latest survey Survey data of Chinese liquor industry development and consumption behavior in 2025 released by iiMedia Research,the world's leading third-party data mining and analysis institution for the new economy industry, and the cumulative product sales revenue of enterprises above designated size in China's liquor industry will reach 861.8 billion yuan in 2024. . a third-party data mining and analysis institution in the global new economy industry, 87.13% of Chinese consumers in 2025 have drunk liquor in the past year, and the 6-10 year old consumers account for a large proportion. It shows that liquor has a high acceptability and a long drinking history. Social media accounted for 49.57% as the main channel to learn about baijiu. In terms of purchases, offline purchases accounted for 68.18%, of which liquor stores/hotels accounted for 57.92%, and comprehensive e-commerce platforms accounted for 70.25%. Friends gathering is the main purpose of buying liquor, and consumers value the taste most when buying. 40-49 degrees, 501-1000 yuan price of baijiu is more favored by consumers. For Fengtanan wine, 33.11% of consumers said that "basic understanding", 30.54% of consumers because of the quality of the wine is guaranteed to buy, 38.49% expect to drink wine within 3-5 years. iiMedia Research believe that liquor companies should focus on consumers' needs for taste and quality, optimize online and offline purchase channels, and pay attention to the high-end market and Fengtan wine segments.

艾媒咨询 | 2024年中国白酒行业发展状况及消费行为调研分析报告

中国白酒行业近年来经历了显著的变革与调整，不仅承载着深厚的文化内涵，也逐渐现代化和全球化。随着全球化进程的推进，白酒这一极具中国特色的酒类产品正逐步走向世界。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年中国白酒行业发展状况及消费行为调研分析报告》数据显示，在消费者了解白酒相关信息渠道调查中，电商平台（淘宝、京东等）占比最高，达到54.22%，艾媒咨询分析师认为，电商平台作为白酒销售和信息传播的重要渠道影响力日益增强，对白酒的推广和市场营销具有重要作用。中国白酒行业在传承中发展，在挑战中寻求机遇，展现出前所未有的生机与活力。Chinese liquor industry has undergone significant changes and adjustments in recent years, which not only carries profound cultural connotations, but also gradually modernizes and globalizes. With the advancement of globalization, liquor, a very Chinese characteristic wine product, is gradually going to the world. According to the latest "2024 China baijiu industry development status and consumer behavior research and analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, e-commerce platforms (Taobao, Jingdong, etc.) account for the highest proportion of consumers in the survey of baijiu related information channels. It reached 54.22%. Analysts of IIMedia Consulting believe that the influence of e-commerce platforms as an important channel for liquor sales and information dissemination is increasing, which plays an important role in the promotion and marketing of liquor.

艾媒咨询 | 2023年中国新锐企业家白酒消费洞察白皮书

中小微企业已成为中国数量最大的企业群体，是中国国民经济的重要支柱。该群体具有较高的收入且商务社交频繁，对白酒需求量大，是白酒消费市场的主力军。iiMedia Research（艾媒咨询）调研数据显示，在白酒香型偏好上，30.8%的白酒消费者偏好酱酒；在商务宴请场景中，新锐企业家最常喝酱香型白酒（48.5%）。随着核心消费人群传播能力和示范效应的扩大，酱酒的市场容量和消费人群仍在持续增长中，酱香型白酒成为行业大单品。

艾媒咨询 | 2023-2024年中国酒类行业发展状况与竞争态势分析报告

随着中国酒水行业发展愈加成熟，行业企业将继续加快产业结构调整和产品升级调整步伐，围绕“去产能+高端化” 转型。酒水市场竞争也由拼市场时代进入精耕利润时代，稳固大众市场，深耕中高端市场，优化产能，品质至上和价值回归将成为未来酒水企业发展的主要方向。

艾媒咨询｜2022-2023年中国冰淇淋行业消费趋势监测与案例研究报告

随着国民经济水平的不断提高以及消费能力的增强，消费者对于休闲食品的消费意愿不断上涨，我国冰淇淋行业市场规模逐年扩大。不光老牌冰淇淋品牌在不断推陈出新，联合IP进行跨界联名，其他行业企业，如新茶饮、餐饮、白酒也跨界进入冰淇淋行业，使整个冰淇淋行业更加多元化，也不断刺激消费者的购物欲望。

艾媒咨询|2021年中国白酒行业发展研究报告

本报告涉及的案例/品牌/企业：五粮液，唐庄酒业，观云白酒

iiMedia Research(艾媒咨询)数据显示，中国2021年中国白酒市场规模将达6434亿元，同比增长10.2%。数字化技术赋能白酒行业，助力企业降本增效，中国酒类新零售市场规模2021年达1363.1亿元。预计未来中国白酒行业发展稳定，营收和利润仍有较大空间，2025年将达9500亿元。经调研发现，中国白酒消费者中七成为男性，超六成为中高收入群体，消费者最喜好的前三白酒品牌分别是五粮液、泸州老窖、剑南春。艾媒咨询分析师认为，近年来中国酒类市场迎来新的变革，低度酒品类迎来了新的增长，消费群体以年轻人为主。2021年天猫双十一周低度购买人数增长超50%，年轻人占到60%。在“她”经济的驱动下，适合年轻女性饮用的低度酒同比增长46%，年轻女性成为酒类市场新的增长点。
According to the data of iiMedia Research, China's liquor market will reach 643.4 billion yuan in 2021, up 10.2% year on year. Digital technology can empower the liquor industry and help enterprises reduce costs and increase efficiency. The scale of China's new liquor retail market will reach 136.31 billion yuan in 2021. It is expected that China's liquor industry will develop stably in the future, and its revenue and profit will still have a large space, which will reach 950 billion yuan in 2025. According to the survey, seven of Chinese liquor consumers are male, and more than six are middle and high income groups. The top three liquor brands most favored by consumers are Wuliangye, Luzhoulaojiao and Jiannanchun. iiMedia consulting analysts believe that in recent years, China's wine market has ushered in a new revolution, low-alcohol wine category ushered in a new growth, the consumer group is mainly young people. In 2021, the number of low-priced shoppers on Tmall will increase by more than 50%, with young people accounting for 60%. Driven by the "she" economy, low-alcohol drinks suitable for young women increased by 46% year-on-year, making young women a new growth point in the alcohol market.

艾媒咨询|2021年中国酒类新零售市场研究报告

本报告研究涉及企业/品牌/案例：挖酒网

由广东营销学会主办的“2021名酒品牌营销高峰论坛”将于7月28日下午在广州香格里拉酒店举行，本届论坛主题是：“聚力·赋能·跨越·起航”。艾媒咨询集团CEO兼首席分析师张毅受邀参加本次论坛，并将现场发布《2021年中国酒类新零售市场研究报告》。报告围绕中国酒类新零售市场现状、发展规模、产业链、竞争格局等进行全面分析，同时对酒类新零售用户消费行为及偏好调研剖析，并结合养生酒新零售市场发展情况，全面解读中国新零售市场发展趋势。
The 2021 wine brand marketing Summit Forum, hosted by Guangdong Marketing Association, will be held in Shangri La Hotel, Guangzhou on the afternoon of July 28. The theme of this forum is: "cohesion, empowerment, leapfrog and sail". Zhang Yi, CEO and chief analyst of aimedia Consulting Group, was invited to participate in the forum and will release the 2021 Research Report on new retail market of Chinese wine. The report analyzes the current situation, development scale, industrial chain and competition pattern of new wine retail market in China, and analyzes the consumption behavior and preferences of new retail users of liquor, and comprehensively interprets the development trend of new retail market of health wine in combination with the development of new retail market of health wine.

艾媒咨询| 2020年中国酒类新零售市场研究报告

本报告研究涉及企业/品牌/案例：挖酒网,1919酒类直供,酒仙网

随着新零售概念普及，酒类新零售平台与传统酒类市场将趋于结合，该趋势也推动着中国酒类新零售市场规模和用户规模不断扩大。酒类新零售市场在2020年的规模约为1167.5亿元，预计2021年市场规模将增长16.8%至1363.1亿元。同时，酒类新零售平台通过发挥专业化仓储物流的技术优势，并加速线上线下渠道推广引流，进而优化用户购酒体验、强化用户线上购物习惯，因此行业用户规模有着一定的基础，2020年用户规模达到了4.63亿人。iiMedia Research(艾媒咨询)数据显示，46.4%的受访网民倾向于线上购买酒类商品，同时, 分别有51.7%和56.8%的受访网民认为价格优惠和正品保障是吸引他们到线上购买酒类商品的原因。酒类新零售平台融合线上、线下、物流的新零售模式成为激活零售市场的关键步骤，通过连接传统酒企和消费者，并发挥其渠道互通、数字化、场景化等优势特点，为消费者带来种类多、价格低、有保障的购酒体验，推动中国酒水行业步入新阶段。

With the popularization of the New Retai, the liquor-based new retail platform will combine with the traditional liquor market. This trend also promotes the continuous expansion of the market and user scale of China liquor-based new retail market. The scale of the liquor-based new retail market in 2020 is about 116.75 billion yuan, and it is expected that the market scale will increase by 16.8% to 136.31 billion yuan in 2021. At the same time, the liquor-based new retail platform optimizes users’ liquor purchasing experience and strengthens their online shopping habits by giving scope to the technical advantages of specialized warehousing and logistics and accelerating the promotion of online and offline channels. Hence, the user scale of the industry will reach 463 million in 2020. As the data of iiMedia Research showed, 46.4% of the netizens surveyed tend to buy liquor products online. Meanwhile, 51.7% and 56.8% of the netizens surveyed think that preferential price and authentic products guarantee are the reasons to attract them to buy liquor products online. The liquor-based new retail platform integrates the New Retailing model of online, offline and logistics, which has become a key step to activate the retail market. By connecting traditional liquor enterprises and consumers, and giving full play to the advantages of channel intercommunication, digitization and scene, the platform can bring consumers a multiple, low price and guaranteed liquor purchasing experience, and promote China's liquor industry into a new stage.

艾媒报告|2020-2021年中国酒类行业发展状况与竞争态势分析报告

本报告研究涉及企业/品牌/案例：张裕集团，通葡股份，青岛啤酒，重庆啤酒；其他提及企业/品牌：贵州茅台，五粮液，泸州老窖，洋河股份，华致酒行，中粮酒业，山西汾酒，百威，威龙葡萄酒，酒鬼酒，哈尔滨啤酒，福佳，雪花啤酒，燕京啤酒，喜力，凯旋1664，科罗娜，爱士堡，奔富，长城，拉菲，张裕，黄尾袋鼠，杰卡斯，干露，智象，王朝，桃乐丝，古井贡酒，今世缘，顺鑫农业，口子窖，水井坊，迎驾贡酒，老白干酒，舍得酒业，金徽酒，伊力特，青青稞酒，金种子酒，ST岩石，ST皇台，青花汾酒，舍得，洋河梦之蓝，沱牌系列，口子窖，老白干青花，今世缘，金徽酒，通葡股份，西部创业，通天酒业，ST中葡股份，莫高股份，楼兰酒庄，怡园酒业，伊珠股份，芳香庄园，珠江啤酒，重庆啤酒，惠泉啤酒，兰州黄河，ST西发等。

2020年1月15日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020-2021年中国酒类行业发展状况与竞争态势分析报告》。报告根据艾媒咨询商业情报数据库、北极星互联网产品分析系统、艾媒商情舆情数据监测系统基础数据，将青岛啤酒、重庆啤酒、通葡股份、张裕集团、贵州茅台、五粮液、泸州老窖、洋河股份等酒类上市公司作为典型案例进行商情分析，深入研究中国三大酒类商业运作模式。iiMedia Research(艾媒咨询)数据显示，2019年1-11月规模以上企业白酒产量698.0万千升(折65度，商品量)，同比增长0.5%;啤酒产量3524.7万千升，同比增长1.0%;葡萄酒产量37.2万千升，同比下降12.1%。葡萄酒产量出现显著下滑，与进口葡萄酒的竞争和挤压有关。
The report includes Tsingtao Beer, Chongqing Beer, Tongpu, Changyu Group, Guizhou Maotai, Wuliangye, Luzhou Laojiao, Yanghe As a typical case, listed liquor companies such as stocks conduct business analysis, and in-depth study of China's three major liquor business operation models. According to data from iiMedia Research, from January to November 2019, the liquor production of enterprises above the designated size was 6.978 million kiloliters (65 degrees off, commodity volume), a year-on-year increase of 0.5%; beer production was 35.247 million kiloliters, a year-on-year increase of 1.0%. ; Wine output was 372,000 thousand liters, a year-on-year decrease of 12.1%. The significant decline in wine production is related to competition and squeeze from imported wines.