China alcohol industry group urges tougher regulation of online spirits sales
China’s alcohol industry has called for stronger regulation of online liquor purchases, claiming that existing rules have failed to keep pace with the rapid growth of e-commerce platforms.
In a statement published on its WeChat account last week and translated by Bloomberg, The China Alcoholic Drinks Association first acknowledged that online sales platforms had benefited businesses – expanding market access and sparking new opportunities for businesses and employment.
However, the organisation then went on to warn that the websites had also brought challenges, including price distortions, high commission fees and other practices that were placing pressure on both producers and distributors.
The association urged regulators to strengthen oversight of commission structures, pricing, and platform traffic allocation, while increasing enforcement of antitrust and unfair competition rules.
The group also called on e-commerce platforms to invest in technologies such as artificial intelligence-powered consumer insights, blockchain-based product traceability and digital supply chain systems. It said platforms should provide greater support for smaller producers and help Chinese alcohol brands expand overseas through cross-border e-commerce.
Spirits makers report mixed picture
In 2025, Chinese alcohol brands were priced at US$123.4 billion – built on years of strategic building and increasingly sophisticated campaigns, according to Brand Finance data.
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Despite this, drinks market research firm IWSR expects to see China’s alcoholic beverage market deliver mixed results in 2026, with Baijiu brands struggling as cautious consumers cut spending amidst economic volatility.
“After another difficult year in 2025, alcohol consumption in China is migrating away from obligation and gifting, and towards personal enjoyment, casual social occasions and value,” said Shirley Zhu, IWSR China research director. “This shift is reshaping who buys, what they buy, where they buy it and how much they are willing to spend.”
A younger market
As part of this shift, consumers are increasingly skewing younger, embracing casual drinking while veering away from fine wine and spirits.
Meanwhile, older drinkers are being more selective and cautious as business occasions have yet to return.
Additionally, Zhu added that home consumption has started to grow across spirits and wine, alongside the expansion of smaller formats, on-demand delivery (O2O in China) and solo or small-group drinking.
