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Spirits in Taiwan

Taiwan spirits market: Kinmen Kaoliang Liquor the leading industry player during 2012

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2014-01-27 03:15:02 - Spirits in Taiwan - a new market research report on

Kinmen Kaoliang Liquor led Taiwan´s spirits category with 38% of total volume sales in 2012. Kinmen Kaoliang Liquor´s sales increased due to the increasing numbers of mainland Chinese tourists visiting Taiwan. Moreover, 2012 was a dragon year, and consumers liked the dragon package offered by the company as the Chinese perceive the dragon to be an auspicious sign. Some people considered the purchase of Kaoliang as an investment, because the product can be sold at higher prices after being stored for a long time.

Kinmen Kaoliang Liquor cooperates with some taxi companies to promote the products in taxis and encourage consumers to take a taxi after drinking. Kinmen Kaoliang Liquor 58 remained the best-selling product in 2012 in the Chinese spirits



category, because it has been sold for decades and appeals to both local consumers and mainland Chinese tourists.

Sales were not as significant during the 2012 Moon Festival as in past years. The growth rates of the most popular categories, single malt Scotch whisky and gin, slowed when compared to 2011, whereas blended malt Scotch whisky continued to record negative growth. The premiumisation trend also slowed in 2012 due to the weaker economy in Taiwan in that year.

Over the forecast period, due to the growth of categories, such as single malt Scottish whisky and gin, spirits in Taiwan is expected to post a CAGR of 2% in total volume terms. The improving economic situation will enable consumers to purchase spirits more frequently.

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