1 Case Study – Mixed Alcoholic Beverages Market Entry Study for Premium Craft beer in China The challenge A US association of craft beer producers sought to tap onto the growing westernization and affluence of the Chinese consumers and gain entry into the Chinese beer market. The objective of the study were to assess the current size and potential of premium beer industry in China, with a focus on imported beer and western brands. The client aimed to gain insights on the profile of target customers, alcohol consumption patterns, decision making process and degree of acceptance towards the client’s new beverage. The process Spire conducted in-depth face-to-face interviews with brewers and importers of local and international beers, trade development agencies as well as rele

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