China stands to be one of the largest alcohol markets in the world, projected to acquire a market volume of over US$168.3 billion by 2029. And while the prospect of entering this behemoth yet lucrative market is enticing to producers all over, navigating the complexities of the Chinese alcohol market requires deep expertise, strategic planning, and a keen understanding of the changing consumer behaviors. In a bid to understand the dynamics of this ever-evolving market, China Wine Competition speaks with Iain Langridge, co-founder and managing director of In2Asia. In2Asia is an agency that provides export market advisory, brand management, e-commerce, distribution, and in-market support services to help brands find a home in the lucrative markets of Asia, China being one of them. In order to put In2Asia’s motto into perspective, Langridge, who has over a decade of experience in launching and managing startups across Asia, shares key insights into the Chinese market, emerging trends, and the strategies that international brands must adopt to succeed in this dynamic landscape.

Can you walk us through your professional background and what led you to co-found In2Asia?

I have an extensive background in logistics, staffing, and international education, which often took me to Asia. Over the course of my career, I was responsible for launching and managing a couple of startups in Asia during the 2010s—first in India and later in Shanghai, China. These experiences were incredibly rewarding, and I gained valuable insights into starting and running businesses from the ground up in Asia. When I sold my second startup, I was eager to channel this knowledge into helping others navigate similar ventures. In 2018, I founded In2Asia with the initial goal of consulting on market entry strategies and operational setups in Asia. However, as I worked closely with clients, it became clear that our customers were actually looking for support in establishing, selling, and growing consumer packaged goods (CPG) brands, particularly in the premium alcohol sector, including wine and spirits. 

What are the key services In2Asia provides for alcohol brands looking to enter the Chinese market? 

In2Asia has three main services that we offer:

Advisory – which is working with organisations on their planning or enhancing their export strategy, preparing for market entry and navigating the intricacies of market access in China.

Brand Management – This is where we work as the brand or rather on behalf of it, primarily in China. This is an end to end “Export as a Service” and we’ve realised that small and medium sized enterprises (or SME’s) love this because In2Asia then takes care of everything for the brand, right from freight and logistics, and store operations to ecommerce, distributor engagement and offline sales channel management.

Trading - In2Asia also represents brands in China as their National Agent. In this model we purchase the goods from the brand’s country of origin and then handle all aspects of the import, wholesale, and direct-to-consumer (D2C) business in China.

How has the Chinese alcohol market evolved over the past decade? What are the biggest shifts you’ve observed?

Over the past decade, the most significant shift in the Chinese alcohol market has been twofold. First, the rapid growth of e-commerce in China, both in terms of capacity and reach, has revolutionized the way alcohol is sold. This has been paired with massive investments in supply chain infrastructure, enabling alcohol to be delivered quickly and affordably to virtually every province and city across the country. Some key statistics highlight the scale of this shift: over a billion people are online in China, 78% of consumers buy alcohol online, and 56% of all off-premise alcohol purchases are made online, and 28.5 billion liters of alcohol are purchased online annually. This e-commerce boom has been further accelerated by the Covid-19 pandemic, which, like the rest of the world, prompted Chinese consumers to embrace online shopping for all types of goods, including alcohol. What began as a pandemic-driven necessity has now evolved into a lasting trend, with the share of alcohol purchased online continuing to grow at an astonishing rate, now accounting for 56% of all alcohol sales in China.

Also Read: Key Trends Shaping the Alcohol Market in China and Hong Kong

What categories of alcohol are currently in high demand in China? Are there any emerging trends that international brands should take note of? 

In China, several categories of alcohol are currently in high demand, with emerging trends that international brands should take note of. Craft beer is a standout, as China is the world’s largest beer importer and also boasts a strong local craft beer scene. Craft beers with compelling artisanal stories are performing particularly well, and this aligns well with the social media landscape, where consumers actively promote their favorite brands through user-generated content (UGC) on platforms like XiaoHongShu (RedNote) and WeChat. Chinese consumers are increasingly drawn to the unique narratives behind each craft beer, including sustainability efforts such as responsible water use and recycled packaging. Wine, particularly in the low to mid-range price segments, continues to see growth in China despite a general decline in overall wine consumption. Similarly, boutique spirits such as rum and tequila—especially those with strong provenance and captivating origin stories—are gaining popularity. Whisky, especially boutique offerings, is also on the rise. The craftsmanship and romanticism involved in whisky production resonate strongly with Chinese consumers, who appreciate a good, bespoke story. This is notably similar to the appreciation of the craft behind Chinese wine, especially Baijiu. Additionally, non-alcoholic beverages have gained significant traction, largely driven by a post-Covid health trend sweeping through the Chinese population.

How do Chinese consumers approach premium and craft alcohol products compared to mass-market brands? 

In China, there is certainly a market for mass-market, lower-priced "famous name" alcohol brands. However, there is also a growing demand for premium, boutique, and craft alcohol, particularly those with a genuine, compelling brand story and strong origin. Chinese consumers are increasingly loyal to brands that can effectively communicate a powerful narrative and align with their lifestyle and aspirations. Social media plays a significant role in shaping consumer behavior, especially given that the average alcohol consumer in China is 34 years old. Many younger drinkers are particularly drawn to premium, craft brands that resonate with their personal values and lifestyle and that speak to their specific social groups or “tribes.” This is why influencers hold such sway in the Chinese market, including in the alcohol sector. Consumers often turn to trusted figures for recommendations on new trends, products, and international brands, making influencers an essential component of marketing strategies for alcohol brands looking to succeed in China.

Image: Iain Langridge, co-founder and managing director of In2Asia

What are the key opportunities for foreign alcohol brands in China today? 

The key opportunities for foreign alcohol brands in China today lie in the premium segments that are thriving thanks to strong foundations in provenance, environment, and authentic brand stories. For example, brands like Tasmanian Whisky, which emphasize their origins and craftsmanship, are resonating well with Chinese consumers. There is a significant opportunity to engage with younger drinkers in a fun, meaningful way by building a brand that is rooted in a compelling narrative, genuine craft, and solid credentials. In essence, the key is to meet consumers where they are, rather than trying to impose Western marketing approaches onto them. By connecting with consumers on their terms and aligning with their lifestyle and aspirations, foreign brands can create a lasting impact in the Chinese market.

Also Read: China's Wine Demand: Trends And Opportunities For International Wineries In 2025

Are there particular regions in China that present stronger opportunities for imported alcohol?

First-tier cities in China, such as Shanghai, Beijing, Guangzhou, Chengdu, and Shenzhen, have traditionally been the key markets for imported alcohol. However, the rise of e-commerce and social media has shifted the landscape significantly. Now, regional economies across China are also becoming important due to the ease of ordering and the ability to have products delivered to areas that were once considered off the beaten track in terms of distribution. This expansion has opened up new opportunities for imported alcohol beyond the major metropolitan hubs.

Can you share any success stories of international alcohol brands that have successfully entered and grown in China? 

While I primarily have knowledge of success stories related to brands from Australia and New Zealand, In2Asia also works with clients from other countries, including a premium tequila brand from Mexico, though it’s still early days for this brand in China. For Australian brands, Penfolds is a standout example, having spent decades building its reputation and establishing a strong presence with its bold, full-bodied reds in China. However, there are also lesser-known brands like Brown Brothers, Little Giant, and Eight at the Gate that are part of a new wave of wineries finding success through major e-commerce platforms. In the spirits sector, several brands have gained attention for their strong provenance and the pristine environments in which they are made. NED Whisky, Limeburners from Western Australia, and Grainshaker Vodka are all examples of spirits brands making their mark. Tasmanian whiskies, in particular, are drawing significant interest, with brands like Helleyers Road and Sullivans Cove (which was featured in the 2024 South China Morning Post) standing out as great examples of boutique Tasmanian whisky successfully carving out a niche in the Chinese market.

What are the most common regulatory hurdles that foreign alcohol brands face when entering the Chinese market? 

Free trade agreements are always beneficial, as they help mitigate the impact of added taxes and import duties. A recent example is China’s decision in January 2025 to reduce import duties on vermouth, whisky, and brandy, which was part of a broader response to the EU’s tariffs on China’s electric vehicles. Aside from such trade-related adjustments, there aren’t too many regulatory hurdles for alcohol brands entering China. Unlike industries such as cosmetics, supplements, or personal care, there are no special testing or registration requirements for alcohol. The main concern for foreign alcohol brands typically revolves around navigating tariffs and import duties, but these can be manageable with the right strategy.

What do you see as the biggest challenges for the Chinese alcohol market in the next 5-10 years?

The biggest challenge for the Chinese alcohol market in the next 5-10 years will be the transformation of traditional brick-and-mortar distribution channels. These channels are increasingly strained by shifting drinking habits and the rapid rise of e-commerce. Alcohol brands looking to enter the Chinese market must embrace new ways of connecting with potential customers, whether through direct-to-consumer (D2C) models or via wholesalers. To succeed, brands will need to prioritize e-commerce and online distribution, supported by a robust social media strategy. This digital-first approach will be crucial to staying relevant and competitive in an evolving market.

For brands looking to enter China, what are the top three pieces of advice you’d give them before making the leap?

For brands looking to enter China, my top three pieces of advice are:

First, develop a strong strategic plan, ensuring you understand the market dynamics and have a clear roadmap for success. 

Second, allocate a sufficient marketing budget to stand out in the most dynamic marketplace on the planet. Marketing in China is like launching a rocket—too much fuel and you waste money, too little and you crash back to earth. It’s crucial to invest wisely in social media and digital marketing to engage effectively with consumers.

Lastly, it's crucial to persevere. Every successful journey in China will face challenges and may feel like a failure at some point, but persistence is key. Keep pushing forward and adapt as needed.

Header image sourced from Iain Langridge

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