Japanese whisky continues to be popular, and Tmall Double 11 fans are eyeing more niche wines

Japanese whisky has quietly become popular in the past two years, as can be seen from the emergence of more and more whisky bars in the streets of first- and second-tier cities , as well as the hot sales of Japanese whisky on e-commerce platforms.

The reporter learned that during this year's Tmall Double 11, more and more consumers purchased Japanese whiskey through cross-border direct mail. Alibaba's official cross-border direct mail business, Overseas Direct Purchase, introduced more than 160 new Japanese whiskeys on Tmall International. This is not only a "big wine cellar" for Japanese whiskey connoisseurs , but also a "grass-planting machine" for new consumers.

Japanese whisky fans can find many "collection-level" goodies, such as vintage wines including Hibiki 21 Year Old , Hibiki 17 Year Old, Yamazaki 18 Year Old, Hakushu 18 Year Old, and Kurayoshi 18 Year Old ; consumers who pursue unique taste can also buy niche models such as Kirin Fujisan Black Label 50% Off, Miyagikyo, Togauchi 8 Year Old , and Nagahama ; in addition, limited editions such as Suntory's Tiger Year commemorative limited edition whisky are also on the shelves early.

In recent years, Japanese whiskey has gone from being a niche hobby of the middle class to a new trend among young people . In the past, it was a specialty product that could be easily purchased in offline stores when traveling in Japan, but now it is hard to find due to the crazy purchase of purchasing agents. The prices of Yamazaki, Hakushu, Hibiki, etc. in Japan are almost doubled, and their popularity is comparable to that of Maotai in China.

(Riwei is selling well on e-commerce platforms )

Data from Euromonitor International also shows that in foreign markets, Japanese whiskey sales are currently growing at an average annual rate of 9%, more than twice the growth rate of American whiskey, Scotch whiskey and other categories. The Chinese market is the fastest growing.

"Compared with the strong taste of old European and American whiskeys, Japanese whiskey has a soft and slightly sweet taste, which caters to the preferences of Asians." The person in charge of overseas direct purchasing business said that the buying craze of Japanese whiskey has gradually shifted to online since last year, and Double 11 has become a good time for new fans of Japanese whiskey to buy their staple food.

According to the platform's observation, the new middle class born in the 1980s is still the main force in online Japanese whiskey consumption , and the young consumers born in the 1990s and 1995s are growing fastest. In addition, consumers' choices are more personalized and diversified. During the Double 11 period , more and more people bought Japanese whiskey through cross-border direct mail on Tmall International , and niche Japanese whiskey items were the most popular.

(More and more consumers choose to purchase niche Japanese whisky products directly from overseas)

From a regional perspective, Japanese whisky is not only consumed in first- and second-tier cities, but has gradually penetrated into third- and fourth-tier cities. For example, Guangdong is the province with the highest consumption of Japanese whisky, and cities such as Meizhou and Yunfu also love Japanese whisky; Shandong people who love to drink white wine also love Japanese whisky, and third- and fourth-tier cities such as Weifang, Dongying, and Binzhou are the top consumers.

It is reported that Japanese whiskey purchased through Tmall International’s cross-border direct mail service “ Direct Purchase from Overseas ” will be delivered by SF Express, and a damaged refund service will be launched to ensure that the favorite wine of Japanese whiskey fans arrives smoothly at their own wine racks.

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