On the consumer side, the male-dominated structure is altering. As Generation Z (those born after 1995 and into the 2000s) gradually becomes the mainstream consumer demographic, the rise of female consumers is also apparent. Innovations have also played a leading role in achieving breakthroughs in terms of product portfolio, distribution channels, smart manufacturing and differentiation in quality, said Huang Kexing, chairman of Tsingtao Brewery Co Ltd.

Top beer producers in the country have prioritized high-end beer categories to achieve greater profits and gain consumer loyalty in recent years despite the relatively early stage of the subcategory.

In 2022, production and sales of middle- to high-end beers in China stood at about 15-18 million kl, accounting for 35 to 40 percent of the industry's total sales, with high-end and ultra high-end products accounting for about 15-20 percent.

The middle- to high-end market share increased by more than 10 percent compared to 2021. In comparison, the ratio is about 40 percent in developed markets.

Li Zhigang, president of Carlsberg China, said the country being the world's largest and most vital beer consumption market has never changed, with high-quality development as a major objective for the industry to remain sustainable.

In 2022, China was the single largest market for Carlsberg, contributing about 13.6 billion yuan ($1.86 billion) in revenue. With five manufacturing facilities in the country, Carlsberg ranks No 5 in the market, with an around 8-percent share.

Most of Carlsberg's presence is in West China, where it enjoys about a 66 percent market share. Last year, the company managed to rise from a 6-percent national market share in 2021, boosted by rising tourism in western regions, urbanization and its high-end brand portfolio strategies.