China’s alcohol industry in 2025 is undergoing a profound transformation—from traditional banquets to emotionally driven, highly personalised drinking experiences. Beyond its 6.6% YTD growth, what truly defines the market is a behavioural shift led by Gen Z and Millennials: drinking to self-soothe, express identity, or elevate lifestyle moments. Trends like “mildly tipsy” solo rituals, the rise of DIY home bars, and the explosive popularity of #CityDrink culture reflect how a