The fruit wine market has been developing rapidly in the past few years. According to Tmall, the growth rate of fruit wine this year is 400% compared to last year. More young people drink fruit wine when they are hanging out with friends. Many international fruit wine brands are introducing their products to the Chinese market. It looks like Chinese fruit wine brands are facing new challenges alongside the opportunities.
Fruit wine has a very promising future in China. In the past, the white wine (Baijiu) and beer have always been the mainstream choice of the post-80s generation. However, white wine is too strong for the after-90s generation, and most of the white wine brands taste the same. So, fruit wine becomes an excellent replacement for white wine.
In XiaoHongShu and Weibo, many influencers promote different fruit wine to their followers. They are connecting fruit wine with a high-quality of life. For bars, adding fruit wine to the wine menu is a smart move; there are many flavors of fruit wine for different preferences. Many ladies in China enjoy drinking fruit wine after working hours. Many brands set up social media channels to attract customers and then lead them to the bar and shopping mall to purchase the fruit wine (Online to offline strategy).
Besides social media promotion, fruit wine brands also explore new business models. Many fruit wine brands start exploring new business cooperation with local food businesses, the same way as COOLDRINK works with local hotpot shops. The fruit wine can help the taste buds after spicy hotpot. It is just one example of how Chinese fruit wine brands can cooperate with local food businesses.
Challenges always follow opportunities. The Chinese fruit wine market gets more unified. also, product quality and food safety can become an issue for Chinese fruit wine brands because it is hard to control the production process, such as fermentation. Many international brands from Japan, South Korea, and the EU use the opportunity to expand in the Chinese market. Chinese brands must make progress in their product quality and marketing before the market shuffles and makes them lose market share.
Many experts suggest that domestic brands should focus on wine quality and specific brand positioning when facing such challenges. The fruit wine market is still in the expansion stage. These challenges and opportunities are necessary if Chinese fruit wine brands plan to be an international top fruit wine brands.