Shirley Zhu
Research Director – Greater China

Shirley covers the Greater China region for IWSR Drinks Market Analysis. With extensive market research experience in food and beverages across Asia, she has helped many multinational companies achieve their strategic objectives over the past 20 years, and is passionate about insights and innovation. Shirley is native Chinese and holds a degree in Business Administration from Shanghai International Studies University.

Event Introduction
 · 12/23 (Day 5)
Keep Alcohol Engaging
Category Refreshment
How is the Global Beverage Alcohol Landscape Evolving?

The alcoholic drinks market in China is perhaps standing at its most exciting moment in history. New players like hard seltzers and RTDs keep emerging, while traditional categories, led by spirits and wines, reinvent themselves with new vitality. Competition heats up as numerous boats are set to sail in the sea of alcoholic drinks.

This session looks at the evolving global beverage alcohol trends, recovery beyond the pandemic, and which innovations and developments could be long-term trends.

Link to agenda