From Occasion to Emotion: How Alcohol Consumption in China Has Become a Lifestyle Expression

In 2025, China's alcohol industry is not merely defined by its sales growth, although it boasts a solid 6.6% year-to-date rise as of Q3; more meaningfully, it is characterised by a cultural and behavioural shift in how, why, and where people drink. Alcohol in China today is no longer reserved for festivals or formal banquets; it has evolved into a medium of self-expression, social currency, and even emotional self-care. This evolution has profound implications for marketers, particularly those aiming to build brand resonance and long-term consumer loyalty.

The insights and behavioural trends referenced throughout this article are drawn from the “China Consumer Lifestyle Evolution Trend Report: Alcohol and Beverage Chapter (2024)”, jointly produced by CBNData and Tmall (TMIC). The report integrates macro retail sales data, social media behavioural analysis, and consumer sentiment from platforms such as Xiaohongshu, Meituan, and Douyin. It provides a detailed, data-rich lens into how China’s alcohol consumption patterns are evolving from traditional rituals to highly personalised emotional and lifestyle expressions.

Emotional Anchoring Replaces Occasion-Based Consumption

Historically, alcohol in China was rooted in ceremonial and collective functions—weddings, banquets, and business dinners. But as the data reveals, these traditional consumption drivers are being supplanted by more personal, emotionally anchored contexts. Pages 38–40 of the report clearly outline how consumers are drinking to "self-soothe", “adjust emotions,” or simply to “savour solitude” at home.

The rise of the “mildly tipsy moment” concept epitomises this. Viewed over 53.84 million times across social platforms, this trend reflects a growing demographic of single urbanites—especially Gen Z and younger Millennials—who embrace drinking alone as a form of therapeutic escape. Preferred products include low-alcohol fruit wines, sparkling cocktails, and pre-mixed spirits that cater to taste, portability, and mood alignment.

This shift from event-based to emotion-based consumption signals a need for brands to transcend “celebration” marketing and instead connect with consumers' inner emotional worlds. Messaging around relaxation, self-expression, and well-being is resonating far more than traditional hard-sell tactics.

“Home Bar” Culture: A Lifestyle, Not a Trend

One of the most powerful manifestations of this emotional shift is the rise of the home bar culture. The report illustrates how consumers are reclaiming small physical spaces—often as little as one square metre—to curate personalised “home bars” for post-work relaxation or creative mixology experiences. On Xiaohongshu alone, the hashtag #1平米家庭酒馆 has grown over 1068% year-on-year.

This behaviour indicates more than just a product preference—it reflects a desire for ritual and self-curation. Alcohol becomes not only a beverage but an aesthetic and social artefact: photogenic, DIY-friendly, and identity-forming. Visual content of colourful cocktails, niche spirits, and compact home bar setups dominate social platforms, especially among three key target groups：refined professionals, trend-savvy youth, and freshness-chasing consumers.

For alcohol brands, this underscores the importance of design, personalisation, and content adaptability. Packaging needs to double as home décor. Recipes must cater to convenience without sacrificing originality. And most crucially, marketing must treat consumers as creators, not just drinkers.

From “Cheers” to “Co-Creation”: Gen Z’s Social Rituals

While solo drinking has risen, alcohol remains deeply embedded in China’s expanding social rituals. “City Drink” culture represents a vibrant recontextualization of social drinking among urban youth. Here, micro-events—ranging from weekend rooftop parties to tabletop game nights—become playgrounds for identity and bonding.

Xiaohongshu data shows significant traction in tags such as #闺蜜的小酌时刻 (+117.32%) and #CityDrink (+80%). These occasions are informal, improvisational, and influencer-driven, reflecting Gen Z’s demand for hyper-specific, yet relatable, experiences. Alcohol is the social glue but must conform to new codes: low-calorie, visually appealing, and story-rich.

Brands that succeed in this space are not simply those with good flavour profiles but those that understand how to become a part of the scene. Pop-ups, limited-edition collaborations, and user-generated content challenges are more effective than mass-market campaigns. The new goal is to make your brand the default presence at every “微醺” moment—whether at a music festival, live house, or a late-night ramen joint.

Convenience and Instant Gratification: The Rise of “Instant Consumption Scenarios”

Over 240 million impressions on Xiaohongshu were linked to convenience store-based alcohol purchasing. This aligns with a broader trend toward impulse-driven, app-enabled consumption that extends far beyond traditional channel marketing.

Consumers increasingly rely on delivery services to fulfil spontaneous needs—from a late-night cocktail to picnic-ready beer packs. The evolving service radius model shown in the report—ranging from “街道3km” (neighbourhood radius) to “全国2000km” (national coverage)—illustrates the strategic imperative for brands to be everywhere, instantly.

This also poses an operational challenge: logistics must be tightly integrated with branding. Alcohol is no longer just something people plan to buy; it's something they demand on impulse. Marketing strategies should therefore integrate with last-mile delivery ecosystems, using data to predict where and when to trigger purchase decisions, be it a KTV night or a spontaneous outdoor gathering.

The Category of “Drinkable Identity”

Perhaps the most profound consumer shift is how alcohol is being used as a form of identity signalling. This is apparent not only in taste and packaging preferences but in content behaviour. Consumers photograph their drinks, describe the mood they induce, and associate them with personal narratives. As seen on pages 39–42, cocktails are no longer just a mix of ingredients—they are “My Signature Drink”, “My City Walk Companion”, or “My Therapy After Work”.

In this sense, every SKU is also a character. Low-ABV fruit wines are favoured by female creatives. Whisky highballs align with precision-minded professionals. Japanese craft spirits resonate with cultural connoisseurs. The implications are clear: brand personas must become as layered as the consumers they serve.

Looking Ahead: Towards Emotional Precision Marketing

To remain competitive in China’s alcohol market, brands must move from demographic segmentation to behavioural and emotional precision. This means interpreting micro-trends not as short-term fads but as portals into lifestyle transformation.

Whether you're a heritage brand looking to refresh your positioning or a new entrant aiming for market traction, our insights, real-time monitoring, and omnichannel expertise ensure you're not just seen, but deeply felt. Talk to us to make your next campaign resonate where it matters most: in the hearts of Chinese consumers.