Retail in Asia

In Sectors

Brands drive beer sales in China

Brands play a more important role than pricing or advertising in driving sales of beer in China, a study has revealed.

A survey by Mintel, the research group, found brand and taste were the primary purchase drivers among drinkers, both scoring 25 percent. Price, by contrast, generated 8 percent, and advertising posted 1 percent.

Some 72 percent of category consumers reported drinking draft beer, with pasteurised beer on 53 percent, fresh beer or 37 percent, iced beer on 30 percent, Weissbier on 28 percent, fruit beer on 23 percent and stout on 21 percent. Low alcohol and alcohol free alternatives received 14 percent apiece.

(Source: Warc.com)