China’s World Cup Wine Sales Fall Flat as Time Zone Blunts Demand

The FIFA World Cup is held only once every four years, making it one of the biggest occasions on the global drinks calendar.

According to media reports, in China 205 million football fans are watching this year’s FIFA jointly hosted by the USA, Canada and Mexico, the highest viewership number in the world. From bars and restaurants to convenience stores, supermarkets and instant delivery platforms, major tournaments have traditionally fuelled alcohol sales as fans gather for late-night watch parties, family celebrations and nights out with friends.

China has typically shared in that boost.

During previous World Cups, bars decked themselves out with team flags, tournament decorations and beer promotions. Restaurants installed giant screens to broadcast matches, hoping to draw football fans eager to eat, drink and watch together.

This year, however, the atmosphere has been noticeably quieter.

Apart from television commercials, social media campaigns and a handful of football-themed promotions from drinks companies, relatively few venues have embraced the tournament. Many bars and restaurants that actively marketed previous World Cups have largely sat this one out.

The reason, merchants say, is simple: kick-off times.

With most matches taking place in the early hours of the morning or during China’s working day because of the tournament’s North American time zone, the World Cup has failed to generate the usual surge in alcohol consumption.

Interviews with retailers, distributors and instant retail operators across China suggest this year’s tournament has delivered far less of a sales boost than previous editions.

Midnight Kick-Offs Hurt Demand

“I honestly don’t think the World Cup has boosted alcohol sales at all this year,” said KAKA, a franchise operator of instant alcohol delivery platform Jiu Xiao’er in Wenzhou, when interviewed by Vino Joy News. 

“Most matches kick off in the middle of the night, early morning or during office hours. They completely miss the occasions when Chinese consumers normally drink.”

Wenzhou, one of eastern China’s manufacturing hubs, has a relatively modest nightlife scene compared with southern provinces such as Guangdong, which KAKA believes has further limited demand.

But similar feedback emerged across the country.

Zhang Jiarong, general manager of Rongpu Wine, a distributor of wine, baijiu and imported spirits in China’s affluent Guangdong Province, said two friends who supply beer to restaurants both reported weaker World Cup sales than in previous tournaments.

“Most matches are simply too late,” he said. “The late-night dining trade hasn’t benefited as much as before.”

Even Chengdu, one of China’s best-known nightlife destinations, has seen little lift.

Yalin, founder of instant alcohol delivery platform Zuilin, said business has actually slowed since the tournament began.

“Sales were stronger in April and May,” he said. “They’ve eased off recently.”

He also pointed to the time difference.

“China is 12 hours ahead of the United States. A lot of people want to watch the matches, but they still have work the next morning.”

Guo Fusheng, founder of Tianjin-based instant alcohol retailer I Love My Wine, reported only modest gains.

“Some people are watching, but very few are drinking at two or three in the morning,” he said.

Gu Ke, merchandise manager at nationwide instant alcohol platform Yizhan, which operates more than 170 micro-fulfilment warehouses, agreed.

“There has been a slight increase in sales,” he said. “But that’s mainly because the 618 Shopping Festival generated strong platform-wide promotions. The World Cup itself has had only a limited impact.”

Beer Remains the Biggest Winner

If one category has benefited from the tournament, merchants say, it is still beer.

Wine has barely registered.

The head of one leading instant alcohol retail platform, who requested anonymity, said football continues to boost beer sales, particularly in southern and southwestern China where nightlife is more active and some matches are played at relatively convenient hours.

“But that’s about it,” he said.

“Very few people watch football in the middle of the night with a bottle of wine or a glass of whisky. Our sales data shows almost no relationship between the World Cup and wine sales.”

Zhang Jiarong reached a similar conclusion.

Asked whether wine lovers had stocked up for home viewing, he laughed.

“Not really.”

“And if serious wine drinkers were buying bottles for the tournament, they’d probably be shopping online for the best deals rather than coming to us.”

The same pattern was evident among baijiu retailers.

Executives at several instant delivery platforms and liquor chains including Jiukuaidao, the on-demand arm of leading alcohol retailer Jiuxian, and Chengdu-based Zhicheng Hengtai, which operates more than 20 stores – told Vino Joy News that the World Cup had generated almost no additional business.

Consumers associate their stores with baijiu rather than football viewing, they said.

Some Bars Still Found an Opportunity

Not every business has been disappointed.

At RAN Open Flame Cuisine in Guangdong, a restaurant that transforms into a wine and cocktail bar in the evening, proactive marketing helped turn the tournament into a modest success.

“The World Cup has definitely helped,” said sommelier Jimmy.

“Many people don’t want to watch the matches alone at home. They’d rather enjoy the atmosphere with friends in a bar or restaurant.”

He added that the growing popularity of sports betting had encouraged more fans to watch matches together.

To capitalise on the tournament, the venue converted one of its private dining rooms into a dedicated World Cup screening room.

Jimmy also promoted match nights directly to regular customers through WeChat.

“The number of our regular customers coming in during the tournament has increased by around 30%,” he said.

For most of China’s wine trade, however, this World Cup has been less a commercial opportunity than a reminder of how much timing matters.

When the world’s biggest sporting event kicks off while much of China is asleep, even football’s global appeal can struggle to translate into wine sales.