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The survey interviewed 483 HNWIs in China. Their average total net asset value was 46 million RMB, with 51 of them holding over 1 billion RMB in assets. The interviewees were 36 years-old on average with a gender composition of 55% male and 45% female.

Interestingly, when considering a gift for men, wine had taken-over from high-end baijiu as the third most favourite category after electronic gadgets and timepieces.

Despite a decline from 2018, wine is still the most sought-after category (39%) for the HNWI group. The product is more popular among ladies than men however. The average spend on a bottle of wine was 850 RMB, while for the ultra HNWI, they are willing to spend 937 RMB in average.

Baijiu is their second favourite drink, however there was a 12% drop from last year. The average spend on the product is 1,200 RMB. Men are still the predominant drinkers of baijiu.

In terms of purchasing channels, 75% of the respondees still prefer off-line channels. Standalone boutiques of various baijiu brands are their most reliable channel, and it is where 60% of HNWIs acquire their baijius.

Whisky has also seen a rise in popularity with 22% of respondents stating a liking for it. The growth in preference is rather prominent for the ultra HNWI group. Meanwhile, this year Champagne’s popularity slumped from a 21% preference rate in 2019 to 15% in this report.

中國精英人士偏愛葡萄酒超過白酒

根據(jù)最新的《2020年胡潤中國奢侈品消費者調查》，中國高凈值人群的飲酒支出增長了13％，其中有88％的人喜歡各種飲品，并且對葡萄酒的偏好不斷上升。

該調查采訪了483名中國富裕人士。他們的平均總資產凈值為4600萬元，其中51人的資產超過10億元。受訪者平均年齡為36歲，性別構成為男性55％，女性45％。

有趣的是，在考慮作為送給男性的禮品時，葡萄酒已經超過高檔白酒，成為僅次于電子產品和鐘表的第三大最受歡迎的類別。

盡管與2018年相比有所下降，但葡萄酒仍然是富裕人群中最受歡迎的類別（39％）。然而，葡萄酒在女士中較男士更受歡迎。一瓶葡萄酒的平均花費為850元，而這些富裕人士愿意為一瓶葡萄酒花費937元。

白酒是他們第二喜歡的飲品，但消費支出比上年下降了12％。這一群體對于白酒的平均支出為1200元人民幣。男性仍然是白酒的主要消費者。

 渠道方面，75％的受訪者更喜歡線下渠道。擁有各種白酒品牌的獨立精品店是最可靠的渠道，60％的富裕人士選擇在這里購買白酒。

威士忌的受歡迎程度也有所提升，有22％的受訪者表示喜歡威士忌，高凈值人群對其偏好的增長相當顯著。同時，香檳的受歡迎程度從2019年的21％下降到今年的15％。

原載于Overproof

編譯：華夏酒報記者徐菲遠