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Guangdong market has always been an important vane of Chinese wine market.

In terms of category, Guangdong's degree of internationalization is second to none in China. Liquor, foreign wine and beer all have a wide market. From the brand point of view, Guangdong has always been a competitive place for wine enterprises, Moutai, Wuliangye, Fenjiu and other well-known wine enterprises have continued to cultivate in Guangdong; From the perspective of channel forms, traditional merchants and new retail have blossomed everywhere in Guangdong, leading channel innovation.

According to the Guangdong Liquor Industry Association, the liquor sales revenue in 2023 is about 61.4 billion yuan, an increase of 4.95%.

While achieving good growth, the division of the Guangdong market also began to appear: the sales revenue of high-priced alcohol products (more than 600 yuan) was about 16.5 billion yuan, down 2.9% year-on-year; Medium price wine products (100-600 yuan) about 19.3 billion yuan, an increase of 11.56%; Low-priced alcohol products (including beer below 100 yuan) reached 25.6 billion yuan, up 5.47% year on year.

Overall, the growth of the secondary high-end is obvious, followed by the mass wine track.

In terms of category, the sales revenue of domestic liquor (including other spirits) in Guangdong market last year was about 34 billion yuan, an increase of 8.76%; Domestic and imported beer sales revenue of about 18.5 billion yuan, an increase of 5.71%; Imported spirits (including domestic filling) 7 billion yuan, down 0.28%; Imports and domestic wine about 1.9 billion yuan, down 36.6%.

Combined with the above data, it can be found that the position of domestic wine in the Guangdong market is still stable and maintains steady growth.

Chen Xingwu, secretary general of Guangdong Liquor Industry Association, analyzed the characteristics of Guangdong liquor market in the conference and further revealed the reasons for promoting the above changes.

Guangdong liquor high-end market as a whole is basically stable, but the trend of market share to the strong brand concentration is accelerating, the market differentiation is intensifying, and the competition is very fierce. Chen Xingwu believes that liquor is still the main force of the high-end wine market, the development momentum of sauce wine from fast, high-speed to smooth trend, rice aroma, fragrance momentum is good, strong flavor pressure.

The wind has changed for wine and imports. Influenced by uncertain factors such as changing consumption habits, intensifying market competition and trade frictions, Guangdong wine market has been in a downturn. Imported spirits also showed a downward trend, but Guangdong is still a large province of imported spirits consumption, brandy occupies the leading position of high-end spirits unchanged, whiskey is hindered, high-end spirits decline, and mid-end spirits increase.

Domestic beer is improving, and craft brewing is emerging. The market dominance of domestic beer brands remained unchanged, while the volume of imported beer fell but sales remained stable. The unique social attribute of craft beer "showing itself" has been widely concerned by consumers and highly sought after by craft beer lovers. The craft brewing industry is still in its infancy, and the future is promising.

The core cities of Guangzhou, Shenzhen, Foshan and Dongguan are the key areas of alcohol sales, accounting for 50% of the province's consumption. The consumption of urban agglomeration in the Bay area returned, and alcohol consumption increased significantly. Consumption in second - and third-tier cities is gradually picking up, and the alcohol market is performing positively.