Distributors of Alcohol and Beverage in China

Distributor of Alcohol and Beverage in China

Are you a foreign brand with dreams of conquering China’s bustling and lucrative market for alcohol and beverages? Picture this: a country with a rich tapestry of drinking traditions, a rapidly growing middle class with evolving tastes, and a thirst for quality imports.

If you’re considering the distributorship of alcohol and beverages in China, you’re on the brink of an exciting adventure. However, before you set sail into this promising territory, it’s essential to navigate the waters with precision and insight.

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In this guide, we’ll be your compass, charting a course through the complexities and opportunities that await as we explore the world of distributing alcohol and beverages in the dynamic landscape of China.

China's Alcoholic Drinks Market Size

Prominent Distributors for Foreign Brands in China

In the vibrant landscape of China’s beverage distribution, a select group of companies stands out as the driving force behind the import and distribution of premium alcoholic and non-alcoholic libations. These distributors play a pivotal role in bringing a diverse array of international brands to the discerning palates of Chinese consumers.

ASC Fine Wines

ASC Fine Wines is one of China’s leading importers and distributors of premium wines and spirits. They have a strong presence across China and specialize in distributing high-quality international brands.

ASC Fine Wines

Summergate Fine Wines

Summergate is another prominent wine distributor in China. They focus on importing and distributing wines, craft beers, and premium spirits. Summergate has a wide network of distribution channels, including e-commerce and traditional retail.

Suntory (Shanghai) Trading Co.,

Ltd.Suntory is a Japanese beverage company with a strong presence in China. They distribute a variety of alcoholic and non-alcoholic beverages, including whisky, beer, and soft drinks.

Pernod Ricard China

Pernod Ricard is a global spirits and wine company with a significant presence in China. They distribute well-known brands such as Absolut Vodka, Chivas Regal, and Martell.

Pernod Ricard China

Wade World Trade

Wade World Trade specializes in importing and distributing wines and spirits in China. They have a diverse portfolio of international brands and a network of partners across the country.

East Meets West Fine Wines

East Meets West Fine Wines is a distributor that focuses on premium wines from around the world. They operate in several major cities in China and cater to a discerning clientele.

China Resources Snow Breweries

As one of the largest beer companies in China, China Resources Snow Breweries produces and distributes a wide range of beers, including the popular Snow Beer brand.

China Resources Snow Breweries

Telford International Co., Ltd.

Telford International is an importer and distributor of a wide range of alcoholic beverages, including wine, spirits, and craft beers. They have a presence in both mainland China and Hong Kong.

Traders of the East

Traders of the East is a distributor that focuses on craft and artisanal alcoholic beverages. They work with a variety of brands to bring unique and specialty products to the Chinese market.

Torres China

Torres China, part of the Spanish Torres Group, specializes in importing and distributing wines from Spain and other regions. They have a strong presence in the Chinese wine market.

Torres China

How to Attract Distributors for Your Alcohol and Beverage Brands in China

Develop a Strong Brand Identity

A robust and distinctive brand identity is the cornerstone of attracting distributors in China. It’s about creating a brand that not only stands out but also resonates with the values and aspirations of Chinese consumers. Let’s this through an example of Martell Cognac:

Martell Cognac’s journey in China serves as an illustrative case of how a strong brand identity can work wonders. Martell, a renowned French cognac producer with a history dating back to the 18th century, was not content with being just another imported spirit on the Chinese market. They sought to establish themselves as the epitome of luxury and sophistication, catering to China’s growing population of discerning consumers.

Martell Cognac Chinese Lunar New Year
  1. Heritage and Craftsmanship: Martell understood that heritage carries weight in China. They capitalized on their rich history, positioning themselves as a brand with centuries of tradition and craftsmanship. Their story was woven into their marketing materials, emphasizing the legacy of their master blenders and their devotion to time-honored distillation techniques.
  2. Exclusive Experiences: To reinforce its premium image, Martell created exclusive events and experiences. They hosted gala dinners, and private tastings, and partnered with upscale venues for launches. By associating their brand with luxury experiences, they communicated a lifestyle choice to consumers.
  3. Localization: While Martell celebrated its French origins, they also localized their approach. They incorporated Chinese cultural elements into their marketing campaigns, especially during significant cultural festivals like Chinese New Year. This balance between international sophistication and local relevance appealed to a broad range of consumers.
  4. Celebrity Endorsements: Martell engaged with Chinese celebrities, particularly those who embodied the brand’s values of elegance and success. These endorsements lent credibility to Martell’s image as the choice of the elite.
  5. Consistency: Martell maintained a consistent brand message and image over the years. Whether it was through their iconic blue label or the promise of unparalleled quality, consumers came to associate Martell with reliability and excellence.

By consistently portraying themselves as more than just a beverage but as a symbol of refinement and achievement, Martell Cognac successfully attracted distributors who saw the potential for a mutually beneficial partnership. They demonstrated that a strong brand identity goes beyond the product itself; it’s about crafting a narrative that resonates with the aspirations of your target audience, be it in China or any other market.

Martell Cognac campaign

Quality Assurance

Quality assurance is a paramount factor when seeking to attract distributors in China’s competitive beverage market. It entails not only delivering products that meet or exceed consumer expectations but also demonstrating a commitment to transparency and excellence. Here’s a more comprehensive explanation through the Penfolds case study:

  • Consistency: Deliver consistent quality in every product to build trust with consumers.
  • Transparency: Provide detailed insights into production processes, fostering trust and loyalty.
  • Awards and Recognition: Seek international accolades to showcase commitment to excellence.
  • Education: Educate consumers about your products, enhancing their appreciation.
  • Sustainability: Emphasize environmentally responsible practices, appealing to eco-conscious consumers.

Adapt to Local Tastes

Adapting your alcoholic brand to cater to local tastes in China is a strategic move that can significantly impact your market penetration. It involves the art of tailoring your product offerings to align with the preferences and cultural nuances of Chinese consumers.

Imagine an international whiskey brand looking to make its mark in China. Recognizing the importance of adapting to local tastes, they embarked on a journey to create a brand experience that resonated with the Chinese palate.

  1. Flavor Innovation: Understanding that Chinese consumers appreciate unique flavors, the brand expanded its product line to include whiskey variants infused with locally beloved ingredients. They crafted flavors like “Chinese Plum” and “Green Tea,” which added a distinct touch of Chinese cuisine to their offerings.
  2. Packaging and Design: To make a strong visual impression, the brand revamped its packaging and label designs. They incorporated elements from Chinese art and culture, such as intricate calligraphy and traditional symbols, to create packaging that resonated with local aesthetics.
  3. Regional Variation: China’s regional diversity was not overlooked. The brand recognized that taste preferences can vary widely from one province to another. They developed regional marketing strategies and product variants to cater to specific tastes in different regions.

Compliance with Regulations

When you’re an alcohol brand looking to work with distributors in China, following the country’s rules isn’t just about obeying laws. It’s about something more fundamental: earning trust.

Imagine a big name like Diageo, the company behind Johnnie Walker, entering China. They knew that playing by the rules was key to succeeding in this complex market.

Diageo made a big deal out of following all the regulations when they came to China. This showed everyone that they were serious about doing things right.

By being extra careful with the rules, Diageo built trust with the Chinese government. This made things smoother and easier for them. Distributors saw Diageo as a brand they could rely on. They knew that working with Diageo meant fewer headaches and fewer risks. Most importantly, consumers in China saw Diageo as a responsible brand. This built their confidence in the product.

So, when you’re looking to attract distributors in China, remember: following the rules isn’t just about paperwork; it’s about trust and success.

Market Research and Consumer Insights

Imagine you’re an alcohol brand eyeing the vast and dynamic market of China. To navigate successfully, you need a GPS system, and that’s precisely what market research and consumer insights provide. These tools help you understand the lay of the land, identify opportunities, and steer your brand toward success.

Market research involves gathering and analyzing data about the market, your competitors, and your potential customers. Market research helps you grasp the current state of the Chinese alcohol market. You learn about the size, growth rate, and key trends, giving you a clear picture of where your brand fits in. By studying your competitors, their strategies, and their strengths and weaknesses, you can find opportunities to stand out. It reveals how Chinese consumers behave – what they like, what they don’t, and why. This insight is gold for tailoring your brand to their preferences.

Consumer insights are like a compass guiding you in the right direction. They go beyond data and statistics, delving into the psychology and motivations of Chinese consumers. This allows you to create marketing strategies that speak directly to them.

Distribution Strategy

Imagine you’re a craft beer brand like BrewDog, ready to share your tasty brews with people all over China. How do you make sure your beer gets to everyone who wants it? That’s where your distribution strategy comes in, like a well-planned road trip.

BrewDog decided to work with local experts, the people who knew the Chinese map like the back of their hand. These experts are called distributors, and they’re like your trusty travel guides.

Local distributors know the best routes, shortcuts, and even hidden trails. They helped BrewDog’s beer navigate China’s huge geography, ensuring it reached people in big cities and small towns. China’s a big place with its own rules. Local distributors are like your language interpreters, making sure you understand and follow all the local rules and regulations for selling alcohol.

Working with experienced distributors means fewer bumps in the road. BrewDog’s beer could travel smoothly, reach different places, and make its way to the fridges and glasses of eager customers.

So, when you think about distribution strategy, it’s like planning your journey. It’s about finding the right partners who know the way, so your product can reach everyone who wants to enjoy it, no matter where they are in China.

E-commerce Presence

Picture your alcohol brand entering the vast Chinese market, teeming with potential customers. To thrive here, you need a robust digital presence, akin to setting up shop in bustling online marketplaces. This is what we call e-commerce presence, and here’s why it matters:

In expansive China, physical stores alone won’t suffice. E-commerce platforms break geographical boundaries, reaching consumers everywhere there’s internet access. Chinese shoppers adore online convenience, which can significantly boost your sales.

China’s e-commerce is surging, and you want to tap into this growing trend. It provides invaluable customer data for smart product and marketing decisions. Established platforms like Tmall and JD.com bring built-in trust to your brand.

E-commerce allows efficient scalability, starting small and expanding gradually. You gain access to various marketing tools for effective customer engagement.

Effective Marketing

Imagine you’re a foreign alcohol brand entering the diverse landscape of China. To make a mark, you need marketing strategies that resonate deeply with your target audience. Let’s look at the example of a global brand, say, a French champagne brand, and how they employed effective marketing techniques in China, including Key Opinion Leaders (KOLs) and social media.

Key Opinion Leaders (KOLs)

Collaborating with influential individuals, often from the entertainment or social media sphere, can significantly impact brand visibility and credibility. KOLs have a substantial following and can authentically endorse products, creating trust among their audience.

Strategic Social Media Presence

China’s digital landscape is vibrant, and brands must establish a strong presence on platforms like WeChat, Weibo, and Douyin (TikTok). These platforms serve as vital channels for engaging with consumers, sharing brand stories, and offering interactive content.

A-de-Fussigny-WeChat-1 (1)

Interactive Content

Engaging consumers through live streaming events, virtual tastings, or online contests fosters a sense of participation. This interactive approach not only builds brand loyalty but also cultivates a community of enthusiastic consumers.

User-Generated Content (UGC)

Encouraging customers to share their experiences on social media platforms generates authentic endorsements. UGC not only serves as social proof but also amplifies the brand’s reach through word-of-mouth marketing.

Other Key Strategies

  • Networking and Relationship Building: Scotch whisky brand Macallan built strong relationships with local partners, collaborating on exclusive events and promotions to create brand excitement.
  • Consistency and Reliability: The Chinese market values brands that consistently deliver on their promises. Brands like Heineken have maintained quality and brand integrity over the years.
  • Pricing Strategy: Chinese consumers appreciate value for money. Brands like Tsingtao positioned themselves as affordable yet high-quality options in the beer market.
  • Localized Marketing Materials: Wine brand Concha y Toro translated its labels and promotional materials into Mandarin, making them more accessible to Chinese consumers.
  • Educational Initiatives: Wine brands often organized wine-tasting events and educational workshops to help Chinese consumers understand and appreciate wine culture.

Sip, Savor, and Succeed: Partnering with Distributors in China

When it comes to connecting with alcohol and beverage distributors in China, having seasoned professionals by your side is essential. Our agency stands ready to guide you through this journey, ensuring you establish fruitful partnerships with distributors in this dynamic market.

With over two decades of solid experience in the Chinese market, we are a well-established agency equipped with the expertise you need. Our team comprises both Chinese and international experts, possessing the essential know-how required to excel in this fiercely competitive sector.

GMA services

In the vast and ever-evolving landscape of China, opportunities for alcohol and beverage brands are abundant. However, to effectively engage distributors and consumers alike, a meticulously crafted strategy is paramount. Within the realm of the food and beverage industry, our track record speaks volumes. We’ve successfully aided numerous brands not only in achieving their goals but in surpassing them within China.

Our portfolio boasts a range of compelling case studies, showcasing our ability to navigate the intricacies of this diverse market. We invite your inquiries and encourage you to reach out to us for a complimentary discovery consultation. During this session, our dedicated food and beverage expert will delve into the nuances of your brand, unveiling optimal opportunities and tailored solutions within the Chinese market.

contact us

Feel free to drop us a comment or get in touch with us today to take that crucial first step toward conquering the Chinese market.

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  1. Do you know if the Rhum market in China is well developed?
    I have no data about it?
    what Channel will you use to Distribute a new rhum Brand?

    1. Hi Ester
      It is Still a niche, so it is good for you, as new Brand. There is no like Top Rhum Brand today as you can have in Whisky, or Cognac. All places are quite empty and the market is increasing with the increase of Cocktail consumption.
      Hope it will help you. If you want to see our service/solution, drop us an email please… easier way to connect

    2. Good day,

      I’m starting a liquor distribution company,I am interested in exporting Wine to China from South Africas greatest vineyards.

  2. We are developping a new App to sell only foreign Brand of Alcohol, beer and Spirit. I want to connect with you, email already sent.

  3. Hello,

    I am starting a company to China that will sell Food and Spirits online directly to Chinese consumers. I will need help with the following distribution channel. eCommerce (JD and Tmall), WeChat, and (maybe) Website.
    I would like to find out more about your rates.
    Looking forward to hearing from you!

    Best Regards,

  4. Hello,
    We are an importer of Beverage in China. I would like to join your distributor list to resell Foreign Brand in China.

    1. Dear Isabella Wu, We are italian productor of a special italian liquor that It can drink It individually or with espresso coffee. Our brand Is called “La Moretta De Pio”. We would like propose to your Company a business with our Special Liquor. Could you be interested to talk about it? Please you can know some details about us on our web site
      Thanks a lot

    2. Hello Isabella,

      My name is Fabricio, Director of Blend Group/Thoquino, and one of our companies is a centennial distillery from Rio de Janeiro, Brazil and one of the oldest, largest and most traditional companies from the beverage industry in the country.

      Our group produces a wide portfolio of alcoholic and non-alcoholic beverages such as: vodka, flavored vodka, steinhaeger, malt whisky, fernet and one of the best genuine Brazilian CACHAÇA.

      Does any of those products might sound interesting to you. Please get in contact for further information: contact@blendgroup.ca

    3. Dear Isabella,
      I’m Anna export manager of successful Russian company SORDIS is one of the largest producers and suppliers of strong spirits in Russia and CIS countries. We are the Company that creates high-quality natural products (strong alcoholic beverages, bitter and sweet liqueurs) and takes care of the nation’s health.

      SORDIS is a regular participant and prizewinner of International exhibitions and tasting competitions. Our beverages are unique because of natural ingredients and high-technology producing. Our web site is http://www.sordis.ru. Now we are expanding our international partnership and hope that our fruitful cooperation will lead to stable, long-term and mutually profitable cooperation. We guarantee:

      1. Supply of high quality products at factory prices
      2. Individual approach to each order no matter of volume

      We look forward to hearing from you soon and would like to assure you that all enquiries will receive our immediate and utmost attention.

    4. Dear Ms. Wu,

      Our company, Workplus Consulting is representing 4 different upcoming spirited liquor brands and we are looking for Chinese distributors.
      We were wondering if you keen on future collaborations?

      Kindest Regards,

    5. I am Ripsime Zhamkochyan, an export manager of the brewery company JSC “Georgian beer company Zedazeni” .
      Zedazeni is a leading producer of alcoholic and non-alcoholic beverages, with an exceptional range of local and international brands of beer, carbonated, non-alcoholic and energy drinks. We have over 18 outstanding brands – old and new, large and small, global and local – sold in 120 countries at almost any price, in every product category. Our brewery is located right at the foot of the sacred mountain Zedazeni, next to a wonderful healing spring. This natural mineral water has a unique composition formed by years of slow filtration through underground rock formations, reflecting the unique qualities of its place of origin. “Zedazeni” natural mineral water has a unique personality and taste. In our field, good water is one of the important factors of a quality product. We also control the quality of our product using state-of-the-art chemical and microbiological laboratories, which is a guarantee of quality. I would like to offer you our products such as Zedazeni Lemonade, Beer (Zedazeni, Ragnar, Khevsuruli, Sviani, Ninkasi), Non-alcoholic beer (Zedazeni, Ragnar), Chero nectars, Energy drinks (Wilder, Dino), Iced tea (Gurieli, Baijo) and Zeni Water. I would also like to present the products that we produce under license, these are beer (Bavaria, Holsten, Harp), RC Cola and Rad Rain energy drink. For more information on our assortment, you can visit ourwebsite http://www.geobeer.ge, there will also be a presentation in the application. Our goal is to find a reliable distributor who will sell our products to shops, restaurants and hotels throughout China. Look forward to your reply at your earliest convenience and long-term, reliable cooperation.
      Best Regards

  5. Hello,
    I am a Distribution consultant, I help brands to connect with my network of distributors and dealers in China.
    My network is searching now High Quality Spirit Brand, imported liquor and Premium Beers.
    Contact me for more into.
    Jeff Lam
    Nanjing Beverage distribution Ltd

  6. We have an important exporter from Cuba of alcohol, rum ,liquor,spirit and several sugar cane by product. Tecnoazucar represent more 11 distillery and 10 rum factories , all production of Cuban run depending our enterprise.We manage important brand of rum in Cuba and Europe and we are very interesting in Chine market for Mulata and Santero brands.

    1. Hi
      Tecnoazucar is the name of your liquor?
      There is already a distributor that sell your product in China

  7. We are a craft distillery in South Africa, specializing in gin made from litchi fruit

    We are keen to enter the Chinese market, and will visit the Hong Kong Spirits & Wine show, and then exhibit at the Guangzhou Winefair in November.
    We are looking for credible Chinese partners to develop and grow our business.

  8. Hi My name is Jesko Fontana, founder of Pisco Fontana a handcrafted spirit from Peru focus to a high end market. We export to europe and africa and we are interested to introduce our products to the chinesse market.
    Here is my email, I look forward to speak with importer about our product and export conditions.

    1. HI Kharthik
      I can not find your website , not available in China.
      Nothing on baidu
      what is the name of your brand?

  9. Hello,

    I am starting a company to China that will sell Food and Spirits online directly to Chinese consumers. I will need help with the following distribution channel. eCommerce (JD and Tmall), WeChat, and (maybe) Website.
    I would like to find out more about your rates.
    Looking forward to hearing from you!

    Best Regards,

    1. Hello,
      I am Spirits manufacturer from India, and producing all range of whiskies, Rums, Vodka, Brandy.
      and wants to distribute China or your known country.
      I am ready to invest in marketing & Ecommerce if needed
      Please let me know how will connect further.


  10. Hello

    This is Amos, since some time we are exporting beer from a fine selection of swiss breweries to South Korea. Currently we are looking into expanding our activities to thewards Chinese market.
    We would be more than pleased if we may could count you your valuable support and advice.

    With many thanks and best regards


  11. Hello,
    We are the largest wine importer in China. (Kweichow Moutai Co Ltd)
    We are searching for brands with high potential for China, perfect product market fit
    we have the distribution network and search for new products

    WeChat ID

  12. Our company is a Russian manufacturer of high quality beer and soft drinks. At the moment we supply our products to such countries as China, Iran, UAE, CIS countries. Please contact me by mail so I can tell you more about our company.

  13. Hello
    I represent Better life Supermarket and we are searching for International Spirit Brands, and beverage. We are based Changsha of Hunan province
    Better Life Supermarket is established by the Better Life Group in 1995 was among the first supermarket chain operators to go public in China In 2020, the Better Life Chain recorded a sales revenue of RMB 24.5 billion (US$3.9 billion), with 377 stores from Hunan to neighbouring Guangxi,
    check our new Beverage & Liquor area

    Send me your Brand for Check (WeChat always better)
    All brands should be aware of Distribution & Importation fees in China.

  14. Being a distributor of alcohol and beverages in China is like riding a rollercoaster after a few shots of baijiu. You never know what crazy twists and turns the market will throw at you! It’s a wild ride filled with endless toasts, lively karaoke sessions, and questionable dance moves at KTV. Just remember, when dealing with Chinese consumers, be as smooth as a glass of fine whiskey, as refreshing as a chilled Tsingtao beer, and as bubbly as a bottle of sparkling baijiu. Cheers to navigating the ever-changing tides of the Chinese alcohol and beverage market, where every day is a toast-worthy adventure!

  15. Hello,

    We are a Wine Company in China and we want to work with Oversea Wineries.
    We only deal with Wine brands
    Please send me your company information.

    1. Hello,
      Thank you for reaching out.
      We only produce Pisco grape based spirit that is exported to Italy, France, Senegal and Switzerland.
      It would be a pleasure to send you more information if you are interested in our products.
      Best regards,
      Jesko Fontana
      Mobile: +51971503416

  16. Hello, my name is suraj, we are exporter of alcohol from nepal. We have selection of himalayan vodka, whiskey, rum beer and many more. All are premium alcohol made from himalayan water and ingredients. Please do contact me and lets have a talk.

  17. I am reaching out to discuss a special promotional opportunity.
    We are offering a limited-time BOGO (Buy One, Get One) deal on 20,000 cases of our premium cocktail wine. This offer is designed to boost your sales and attract more customers, providing a significant marketing advantage.
    Key details of the offer:
    • Product: Premium Cocktail Wine
    • Quantity: 20,000 cases
    • Offer: Buy One, Get One Free
    We believe this deal will help increase visibility and drive demand for our cocktail wine in your market.
    Please let us know if you are interested in this exciting opportunity, or if you have any questions or need further information. We are eager to collaborate and support your efforts in promoting this offer.
    Looking forward to your response.
    Best regards,
    Ligella Mejia, B.A.
    Chief Accounting Officer
    888-807-WINE Ext 114

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