In mid-January, the spirits business released an article entitled "Guangdong and Fujian Foreign Liquor Shipment Survey: Brandy Stable, Whisky Cold" mentioned that the sales of whisky channels were almost stagnant.
Now that there are only 2 days before the Spring Festival, there are new changes in whisky sales: the large circulation categories represented by Scotch whisky have begun to move, and niche whisky is still relatively difficult.
Solvay and other large circulation categories have picked up, and niche brands have been cold
Compared with the stagnation of channel sales half a month ago, the whisky market has improved a little recently.
Liu Xi, general manager of Fujian Xiamen Mellow Wheat Association, said: "The recent shipment situation is a little better, and there are more shipments in large circulation. For example, the ** of Japanese whisky has rebounded at the end of the year, Hibiki and Yamazaki are not bad, taking Yamazaki 18 years as an example, the retail price was less than 5,000 yuan when it was low before, and now it is about 6,500 yuan. ”
Huang Yun (pseudonym), a whisky merchant in Xiamen, revealed: "Our company's recent shipments of Sugden, Glenfiddich, PAX, Glenlivet, and Macallan are all okay. Among them, Sugden's shipments can rank among the top three in overall shipments. However, Huang Yun also stressed that his company's main business is Scotch whisky, and Japanese whisky such as Yamazaki is generally shipped in his company.
In addition to the traditional channels that have begun to move, Chen Huan (pseudonym), a wine merchant who does e-commerce channels, said that among the Scotch whisky, Japanese whisky and American whisky he operates, there are more shipments at a retail price of 500 yuan, of which Scotch whisky accounts for a high proportion.
A whisky merchant in Guangdong believes that although the whisky channel has finally begun to move near the Spring Festival, there is still no substantial change in the overall performance, but it is good news.
In fact, the 20 days before the Spring Festival are the first sales period for our wine merchants, so it is not surprising that there have been some shipments recently. Wang Hongquan, president of the Whisky Branch of the Shenzhen Liquor Association, said frankly.
According to industry insiders, Pernod Ricard's Diechuan whisky originating in China has also recently been stored, and from the feedback from dealers, Diechuan's market performance is also very good. In addition, Loman Lake also has a small climax during the Spring Festival peak season.
Compared with the mainstream whisky that has improved slightly, the situation of some niche whisky is still not easy. Liu Xi told the spirits business: "The shipment of niche whisky is still average, and there is no movement. ”
A Beijing-based whiskey merchant also said that the U.S. whiskey he sells is also mediocre.
Wang Hongquan believes that the mainstream Scotch whisky and other categories with large circulation have high market recognition and wide consumption, and there will be more or less dynamic sales during the Spring Festival. After all, niche whisky has a small audience, and it is understandable that it is not easy to ship in a bad environment.
In addition, he said that in 2023, many dealers will face pressure from big-name mainstream whisky manufacturers, and now manufacturers can no longer press dealers, so it is expected that the main strategy in 2024 will also be to reduce inventory and increase market sales activities.
There is still demand for gifts in the Spring Festival market
In fact, the entire consumer market in 2023 is facing the problem of consumption downgrade and declining demand for gift markets, and the whisky market is naturally facing this situation.
However, Chen Huan said: "There is still a certain gift market during the Spring Festival, but the whisky market is still small, and it is mainly dominated by big brands. ”
Huang Yun revealed: "Large circulation brands have risen slightly recently, with an average increase of about 10 yuan per bottle, especially this year, Glenfiddich launched a single gift box in 18 and 15 years, and you may not be able to get 20 yuan more." Sugden also has gift boxes, but they're almost shipped. In addition, he also said that there are very few double gift boxes, and this year only saw the Royal Salute 24 is a double gift box.
The gift box of these two days is indeed better than some time ago, the Scotch whisky we operate, the gift box is a single plus glass, and the gift box below 2000 yuan is slightly better. Zhang Zhi (pseudonym), a whisky merchant in Fujian, said frankly.
A whisky merchant in Guangdong said: "Many consumers still give more gifts during the Spring Festival, and usually choose big brands of whisky that meet the taste of consumers, such as sherry casks and bourbon casks. In addition, pea-flavored, barrel-strong whisky has been shipped recently, or even rarely, because this kind of flavor is heavy, which is more suitable for professional whisky gourmets. ”
At present, the whisky market in Fujian is still mainly based on night clubs, self-drinking, and gifts, and there are relatively few wedding banquets. Huang Yun also said.
The overall shipment situation is still not as good as last year's Spring Festival
Although our company's large-scale whisky category has some shipments, it is shrinking compared to last year's Spring Festival shipments. Liu Xi said.
Chen Huan believes: "After all, it is a peak consumption season, which is still better than the off-season, but the shipment volume has decreased significantly compared with last year." ”
Our company is a distributor of The Macallan, and long-term shipments are relatively stable, but it is true that the shipments during this year's Spring Festival are still lower than last year. Huang Yun also said frankly.
Many wine merchants said that in fact, the domestic whisky market will decline from April 2023, so the Spring Festival shipments in 2023 are not bad. The downward trend after April 2023 has continued until the end of the year, which has led to the overall shipment situation of this year's Spring Festival is still not as good as last year's Spring Festival.
Wang Hongquan believes that any industry is developing in twists and turns, with rising and falling curves. Therefore, he is still optimistic about the whisky market, but it will maintain a downward curve in the short term, and it is a good strategy to actively seek growth and survival.