Global Mijiu Market By Type (Glutinous Rice Wine, Red Kojic Rice Wine, and Other Types), By Application (Commercial Use, Residential Use), By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends and Forecast 2023-2032

Market Overview

The Global Mijiu Market size is expected to be worth around USD 1.4 Billion by 2033, from USD 1.1 Billion in 2023, growing at a CAGR of 2.1% during the forecast period from 2023 to 2033.

Mijiu is a Chinese rice wine made from glutinous rice, and it is generally clear in appearance with balanced sweetness and acidity, similar to its Japanese counterpart sake and Korean counterpart cheongju. The alcohol content of mijiu ranges between 15% and 20% ABV. It is produced in mainland China and Taiwan, with the Taiwan Tobacco and Liquor Corporation (Monopoly Bureau) being the main manufacturer, branded as Taiwan red label, with an alcohol content of 19.5%.

Mijiu is typically served warm and is believed to be beneficial in improving metabolism and skin. It is often used in cooking, with dishes such as ginger duck, sesame oil chicken, and shochu chicken. Some common Chinese desserts that use mijiu include eggs spoiled in rice wine, sweet soup balls with rice wine, and rice wine with brown sugar.

This market growth is also being driven by the availability of homemade spirits, as consumers turn to locally-made products with authentic ingredients at low prices. Mijiu can be found in many Chinese restaurants as a traditional alcoholic beverage. Mijiu is usually made from fermented or glutinous rice, millet, and water. It can undergo dry distillation to turn it into baijiu with an alcohol level range of 35-60%. Alternatively, it can remain as Mijiu if it is subjected to wet distillation to increase its concentration above 37%. It can be used in a variety of food and beverage industries.

Drivers

The Mijiu production and utilization have seen rapid development in the past few years. Modernization, social engagement, and the rising adoption of western culture are the key factors promoting Mijiu among consumers. E-commerce has become one of the popular options for buying Mijiu, which provides on-time home delivery, a convenient shopping experience, and varied schemes. These key points anticipate the market’s growth over the forecast period.

Restraints

In addition, consumers’ sovereignty to live a healthy lifestyle includes lower alcohol consumption, which is one of the major restraints for the global Mijiu market. Sometimes excess consumption of Mijiu can threaten society’s peace as there will be a loss of senses, and one might lose control. A health issue can also be considered a restraint. Mijiu consumption could cause damage to the liver, kidneys, or brain. Consuming Mijiu mixed with methanol can lead to poisoning. Symptoms include nausea, vomiting, and difficulty in breathing. Such factors may hamper the growth of the target product.

Challenges

Because of strict laws governing Mijiu consumption, there are many issues that online selling of Mijiu products can face. These businesses can be tricky to operate legally due to logistical challenges. Home delivery could be an option, as it is an integral part of all e-commerce cycles. Unfortunately, many countries won’t allow the home delivery of alcoholic beverages. It may become challenging for these businesses to exist. Online wine sellers have solved this problem by placing orders with retailers and shipping the wine, sometimes illegally. Online wine businesses may also be risky because they are sensitive to socio-political alcohol levels. It is not surprising that certain governments in some countries will crack down and ban all online sales of liquor.

COVID-19 Impact

The COVID-19 epidemic had a significant impact on Mijiu markets around the world. In 2022, most countries are optimistic about economic progress. With consumption returning to pre-pandemic levels of 2022 and economic development at its highest level in the second year, the real GDP growth in China was 8.4% and 7.9% in 2021 and 2022, respectively. In the same way, the US saw 4% growth in 2021 and 3% in 2022. The European real GDP growth rate was 2.7% for 2021 and 5.1% for 2022.

Disadvantages

Although Mijiu is tasty, it can also be of poor quality and cause damage to many of our vital organs. Mijiu mixed with methanol can lead to poisoning.

Product Analysis

In 2023, Rice Wine held a dominant market position, capturing more than a significant 37.8% share. This strong presence is attributed to its widespread acceptance as a traditional beverage in various cultural cuisines, particularly in East Asia. The market’s preference is reinforced by rice wine’s versatility in cooking and its perceived health benefits, which resonate with a growing segment of health-conscious consumers.

Glutinous Rice Wine emerged as another notable segment, appreciated for its distinct sweet flavor and smooth texture. It’s traditionally consumed in ceremonies and festive occasions, contributing to a considerable market share. The unique preparation method of fermenting glutinous rice has garnered a dedicated consumer base, driving its steady market presence.

Millet Rice Wine, though smaller in market share, is gaining traction due to its rich, nutty flavor and nutritional profile. It’s particularly popular in regions with a strong heritage of millet cultivation, and its market is expected to expand as consumers seek diverse and authentic taste experiences.

Red Kojic Rice Wine is recognized for its unique color and health-promoting properties. It has carved out a niche market, appealing to those interested in traditional remedies and natural products. Its market share reflects a growing interest in specialized, culturally rich beverages.

The “Others” category encompasses a variety of rice wine types, each with regional specificity and unique flavor profiles. This segment caters to a market of exploratory consumers eager to try new and exotic beverages, contributing to the overall diversity and richness of the Mijiu market.

Application Analysis

In 2023, commercial use held a dominant market position in the Mijiu market, capturing more than a significant 65.3% share. This segment’s prominence is driven by the widespread adoption of Mijiu in restaurants, bars, and hotels, catering to a growing consumer base seeking traditional and authentic alcoholic beverages. The commercial sector’s demand is further bolstered by the rising popularity of Asian cuisine globally, where Mijiu serves as both a beverage and a culinary ingredient.

On the other hand, the home use segment, while smaller, is showing promising growth trends. Accounting for approximately 34.7% of the market, this segment benefits from the increasing interest in home brewing and the cultural shift towards consuming traditional beverages. DIY brewing kits and easy access to recipes have democratized Mijiu production, making it a popular hobby and passion project for many enthusiasts.

Economically, the commercial segment’s larger share is attributed to its higher volume sales and the premium pricing of Mijiu in hospitality settings. Meanwhile, the home use segment is driven by consumer interest in customization and personalization of flavors, leading to a diverse and vibrant market landscape.

Key Market Segments

By Product

• Glutinous Rice Wine
• Millet Rice Wine
• Red Kojic Rice Wine
• Rice Wine
• Other Types

By Application

• Commercial Use
• Residential Use
• Other Applications

Regional Analysis

In 2023, the Asia-Pacific (APAC) region emerged as the frontrunner in the Mijiu market, boasting a commanding 38.4% share. This translates to an impressive value of USD 0.42 billion. According to a comprehensive study by industry experts, this dominance is not just about numbers but reflects deep cultural roots and growing economic power in the region.

Delving deeper into the numbers, the APAC market’s stronghold is further underscored by its rapid growth rate, which is anticipated to continue in the coming years. This growth is fueled by increasing disposable incomes, a growing population with a taste for traditional beverages, and the expanding presence of Mijiu in both local and international markets.

Notably, countries like China, where Mijiu originates, contribute significantly to this dominance. They not only serve as the largest producers and consumers but also as cultural ambassadors of Mijiu, spreading its popularity across borders. This regional analysis indicates not just a current economic reality but also points to a trend of sustained growth and influence in the global Mijiu market.

Key Regions and Countries

• North America
  • The US
  • Canada
  • Mexico
• Europe
  • Germany
  • The UK
  • France
  • Italy
  • Russia
  • Spain
  • Rest of Europe
• APAC
  • China
  • Japan
  • South Korea
  • India
  • Rest of Asia-Pacific
• South America
  • Brazil
  • Argentina
  • Rest of South America
• MEA
  • GCC
  • South Africa
  • Israel
  • Rest of MEA

Market Share & Key Players Analysis

The key players holding a massive hunk of global Mijiu market share and influencing market profitability are identified after considering their sales, business plans, product & service revenue, innovations, and growth rate. A player’s finishing position in the market relies on market events or market happenings, mergers & acquisitions, new product launches, regional expansions, benchmarking, and technical innovations. Joint ventures, Product launches, mergers and acquisitions, and geographical developments are crucial strategies the players in the Mijiu Market adopt. Some prominent players in the global Mijiu market include.

Market Key Players

• SAVEUR
• China Shaoxing Yellow Wine Group Corp.
• Kuaijishan Shaoxing Wine Co Ltd
• Shanghai Jinfeng Wine Co Ltd
• Zhejiang Pagoda Brand Shaoxing Wine Co
• Guangdong Shiwan Wine Co., Ltd.
• Shazhou Wine Business
• Shanhao Wine Industry Group Co. Ltd.
• Zhejiang Donghai Winery Co., Ltd.
• Other Key Players

Recent Developments

Acquisitions:

• August 2023: Mijiu Holdings, a prominent player in the Mijiu industry, acquired Jiayou Winery for a substantial $120 million. This strategic move is set to boost Mijiu Holdings’ presence in China significantly, increasing its market share and leveraging Jiayou Winery’s well-established distribution channels.
• October 2023: Wuliangye Group, another key name in the Mijiu market, took a bold step internationally by acquiring a controlling stake in a French winery for €150 million. This acquisition marks Wuliangye’s ambitious plans to cater to the international appetite for premium Mijiu and broaden its global footprint.

New Trends:

• Rise of Craft Mijiu: A notable shift towards craft Mijiu is emerging among Chinese consumers, driven by a desire for distinctive flavors and support for local businesses. This trend is gaining momentum, reflecting a broader move towards artisanal and boutique offerings.
• E-commerce Growth: The convenience and wide reach of online shopping are making e-commerce an essential sales channel for Mijiu. With a significant increase in online marketplace popularity, Mijiu producers are tapping into this digital shift to reach more customers.
• Mijiu Tourism Boom: Mijiu tourism is carving out a niche in China’s travel industry. Enthusiasts are flocking to distilleries to explore the intricate Mijiu-making process, turning it into a unique cultural and promotional opportunity for producers.

Company-related News:

• Kweichow Moutai’s Record Profits: In 2023, Kweichow Moutai, the world’s most valuable Mijiu company, announced record-breaking profits. The surge is attributed to the high demand for its luxury products, underscoring the brand’s dominance and the growing global appeal of premium Mijiu.
• Wuliangye Group’s $1 Billion Investment: With an eye on future expansion, Wuliangye Group is investing $1 billion in a new production facility in Sichuan province. Slated for completion by 2025, this facility aims to meet escalating domestic and international demand.
• Record High Mijiu Exports: 2023 marked a milestone year with Mijiu exports from China hitting an all-time high. This surge is driven by escalating global demand, particularly in the United States, Japan, and South Korea, spotlighting Mijiu’s rising international stature.

Report Scope