Penetration rate of spirit brands in China 2012-2013

This statistic illustrates the average penetration rate of spirits brands in China in 2012 and 2013. The survey revealed that seven percent of respondents purchased Maotai brand spirits within the last three to twelve months of 2013.

Average penetration rate* of spirit brands in China in 2012 and 2013

Brand	2012	2013
Niulanshan	16%	18%
Luzhoulaojia	9%	11%
Wuliangye	14%	11%
Jiannanchun	6%	8%
Maotai	14%	7%
Jinliufu	6%	8%
Absolut	5%	5%
Hennessy	5%	4%
Xiaohutuxian	4%	3%
Chivas Regal	0%	5%
Langjiu	6%	6%
Yanghe	2%	5%
Bacardi	2%	3%
Swellfun	1%	3%
First cellar	2%	3%
Jack Daniels	2%	2%
Tuopaiqujiu	2%	3%
Confucian	0%	3%
Gujing	3%	2%
Xinghuacun	1%	3%
Daohuaxiang	6%	2%
Jiugui	1%	5%
Smirnoff	1%	2%
Johnnie Walker	0%	2%
Captain Morgan	0%	2%
J&B	1%	2%
Liuyanghe	2%	2%
Campari	0%	2%
Nemiroff	1%	1%
Taibai	1%	3%
Xifeng	4%	6%
Baileys	2%	0%
Chivas	5%	0%
Jägermeister	1%	1%
Ricard	0%	1%

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Release date

February 2014

More information

Region

China

Survey time period

2012 and 2013

Number of respondents

16,000**

Method of interview

Online survey

Supplementary notes

* Defined as the percentage of respondents who have purchased that brand in the last three to twelve months.
** Approximately 1,500 respondents were surveyed for each region, with the largest two markets (India and China) having a larger sample size of 2,500 each. The male-to-female split between respondents was roughly 50:50 in all cases, with rural-to-urban split varying by country. A total of 16,000 respondents were screened and surveyed

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