Brand Marketing
Where Did the 20 Billion Yuan Pre-mixed Wine Market Go?
The pre-mixed cocktail market in China, once predicted to reach 20 billion yuan by 2020, has fallen far short, with RIO's sales at only 1.279 billion yuan in 2019. The market's failure is attributed to differences in tax policies and consumer habits compared to Japan, where pre-mixed drinks thrived by substituting beer.
董武英