Chinese drinkers consume 20 percent of the world's alcohol products, drinking $59.5 billion worth of alcoholic beverages in 2006, Bloomberg reported Aug. 9.

Beer is the most popular drink in China, but liquor -- while only accounting for 9.8 percent of alcohol consumed -- represents 43 percent of the sales value. Many Chinese still drink traditional "baijiu" liquor, but rising affluence is expected to expand the market for more sophisticated tipples. Currently, foreign brands account for about 10 percent of liquor sales in China.

"With greater affluence and health and awareness, Chinese are increasingly interested in drinking better rather than drinking more," a U.S. Foreign Agricultural Service report said. "The market is ripe for healthier spirits alternatives to baijiu."

Chinese drinkers also are consuming more red wine, traditional rice wines, light beers, non-alcoholic drinks, and Chinese herbal spirits, the report said.