The prices of whiskey rise and out of investment attributes are taking it as a "financial product", and some liquor companies have entered the game.

The whiskey originated from Scotland, walked through Ireland, the United States, Canada, and Japan, and was taking root in the hot soil in China.

Paullei aimed at Emei Mountain in Sichuan. Diageo fancy Dali in Yunnan. The international wine giant chose to build a factory in China and let the whiskey "make the limelight" in 2021. By this year, the sound of domestic whiskey bottle -loaded factory prices rose one after another, and Diageo announced the two prices for the first time in half a year. Various phenomena seemed to indicate that the spring of domestic whiskey development was coming.

The buddies of domestic wine companies are also eager to try. Recently, domestic liquor companies have set up whiskey work preparatory groups and purchasing small whiskey distillation equipment to see the media. While the liquor company is about to move, Bairun shares that spent 2.3 billion yuan to build the whiskey industry chain also frequently brushed the news of the barrel wine pre -sale on the investor platform.

Although the supply chain was once blocked, the import scale of whiskey in China is still rising year by year. Behind demand, whiskey practitioners have foreseen the lack of future output. Under the desire of supply, the profit margin continues to expand. How much does the whiskey market make money? What are the shortcomings of domestic whiskey? A reporter from the Daily Economic News found that some whiskey has a huge appreciation space. After multiple rounds of price increases, it has almost become a "financial product".

Photo source: take by internship reporter Xiong Jianan

Drinking investment attributes

According to reports, in March of this year, Paullega (China) decided to adjust the price of its whiskey products from April 1. At the same time, San Deeli also adjusted the price of some whiskey on April 1 this year, with a price increase of up to 28%.

Edinton Wine (Shanghai) Co., Ltd. also announced that starting from May 1st, it has adjusted some of its products of its single malt whiskey brand, and this time was only half a year since the last price adjustment (November 1, 2021). In August, Diageo Way Trade (Shanghai) Co., Ltd. said that starting from September 1, 2022, the price increased on the price of some products, and the highest price increase reached 15%, and this was the second time the company announced the price increase this year.

"From the perspective of the global market, on the one hand, the supply and demand of the epidemic and weather caused the supply and demand of the raw materials and the cost increase to the whiskey industry. At the same time, in recent years, Japanese whiskey has pulled up the potential energy and value of the entire whiskey category. It has given the space for the price of the old whiskey winery in Scotland and the old American whiskey; on the other hand, the demand. In recent years, low -degree spirits are healthier and more popular with young people, leading to strong demand in the Asian market, and promoting major whiskey wineries and wineries and vulnerabilities The dealers enter the price increase channel, and the major wineries will fixed prices every year. As far as the Chinese market is concerned, not only whiskey is raising prices, but also beer is also increasing. Wang Chongyang, founding partner of PhD Strategic Consultation, analyzed the reasons for whiskey price increases to reporters through WeChat.

James, who likes to drink whiskey, met a group of senior whiskey enthusiasts and opened his first whiskey bar in 2012. Many years have passed, and now he has seen that the market of whiskey is getting better and better, more and more wine merchants, and new stores have emerged endlessly. From the perspective of the sales ratio of single stores, although the proportion of whiskey compared Rose doubled.

"In 2013, the retail price of a wine in our store was 1,200 yuan. Two years later, the entry price of this bottle of wine was 3.5 times, and it could not even buy it." James (time) said on the phone. Because the entry price has risen from 350 yuan to 900 yuan, the opening price (bar retail price) in the store can only be reduced from 3.5 times the original entry price to 3 times, which is 2700 yuan.

"So we regret that there were no more whiskey at that time, and there are few wines in the year, because there are so many amounts." James also thought about investing in some small workshop -style Scottish wineries, as the general generation in China. But communication operation was more difficult, and he finally gave up. "In fact, as an alternative investment project in the market, whiskey is still sought after. It can even be said that buying whiskey stocks is not as good as buying whiskey barrels. You can sell it in the small circle."

Chen Lihua, co -founder of Platinum Whiskey Investment Fund, once pushed James a wine at that time. At that time, the market price was 30,000 Hong Kong dollars. By the previous year, James found that it had risen to more than 80,000 Hong Kong dollars. Whiskey, profit of $ 26 million, and the annual total return is said to be 17%.

"The return of our original barrel whiskey will be better than the bottle loading. Based on the price, the most valuable bottle is the 60 -year -old McCaren, with the label of Valerio Adami , Selling for a private customer of Asian private customers for nearly 1 million pounds. "Chen Lihua (time) told reporters on the phone that Valerio Admi was an internationally renowned artist.

Chen Lihua's fund team has already had investment experience in this field for 7 years. Now they focus on the original barrel investment of a single malt whiskey. The oldest of which is the Talisker directly produced by Diageo in 1980. It will be installed in 2025. This may be the oldest bucket of talisker in history. "The reason why the original barrel is precious is because many Scottish wineries closed down from 1983-1993, and the liquor reserved did not keep too many original buckets to make these wines, which led to the shortage of high-year whiskey. Therefore, we think this The price of wine -like will still be high in the next ten years. "Picture source: take by reporter Zhang Yun every time

International giants build factories, domestic liquor companies also enter the bureau

In November last year, Paullega announced that it was unveiled in the Liechuan malt whiskey in Emei Mountain, Sichuan. According to Polyga's plan, in the past ten years, it will invest 1 billion yuan for the Liechuan Malt Whiskey Winery. Another spirits giant Emperor Yajio also announced that it would invest 500 million yuan to build China's first malt whiskey winery in Fengyu Town, Puyuan County, Yunnan.

Domestic liquor giants have also joined one after another. According to reports, in 2016, Tianyou Dejiu launched an annual output of 1,000 tons of green pumpkin projects; in April 2019, Yanghe Co., Ltd. and Diageo launched the first Chinese whiskey "Zhongshi Taber"; in June 2020, Jinjiu released Jin Jiqi. The brand whiskey flavor "Jinshi"; in July 2022, Luzhou Laojiao announced that it had completed the signing of the Chinese whiskey project cooperation agreement with the Kirin Wine Group, and intended to launch a more in -depth strategic cooperation in the field of Chinese whiskey.

Wang Chongyang said: "The domestic whiskey market has been growing steadily in the past five years and has entered a period of rapid development. In recent years, domestic local wine companies have actively deployed whiskey categories, including emerging wine companies Bairun Co., Ltd. Different from some wineries launched whiskey products from some wineries, Scotland whiskey has developed in China and (China) local wine companies (also) has a strategic layout in China. It can predict that whiskey's penetration in China will usher in explosive growth. "

The confidence of supporting giants to build prices comes from the domestic market. From 2017 to 2021, the size of the Chinese whiskey market increased from 1.780 billion yuan to 4.951 billion yuan, an increase of 178.15%in 4 years. British investment company Stilnovisti clearly states that in the next 5 to 10 years, the domestic whiskey market will have the hope of impacting a scale of 50 billion yuan.

"2021 is indeed a strong year for Chinese whiskey, which is mainly due to the continuous improvement of young consumers' understanding and interest in whiskey." In late August, He Yaqing, a research manager of Euromonators, said in an interview with reporters.

In mid -August, when the reporter visited the Chengdu Merchant Super Channel, he also learned from the sales staff that most of the young people who bought whiskey were young people.

"I usually drink whiskey at dating," in August, Li Yu (pseudonym), who lived in Shanghai in August, said in an interview in WeChat, "either in a small bar or watching movies at night."

Compared to those "professional" enthusiasts who often participate in the whiskey tasting club, Li Yu is more willing to choose cheap and mild whiskey. With the major brands in the Chinese market to build a complete product matrix, the price positioning of whiskey can actually meet the needs of young people at all levels.

Li Yu feels that each kind of wine should try it. "If you go out and play, you feel that whiskey is more appropriate, either beer, or cocktails, rice wine, liquor and elders when they are together. "".

Indeed, under the background of Jiangsu, Zhejiang and Shanghai, China's liquor culture has formed a huge supply and demand system. Compared with the traditional liquor that is spicy into the throat, the whiskey of the flowers and fruits is the main tone. After entering China, it has gradually entered the ordinary dining table from the nightclub bar.

Whether it is a friend Xiaoju, a couple dinner, or even a lonely appreciation, whiskey pure drinking, ice, and special drinking methods can meet all occasions. It also limits that whiskey enthusiasts need to taste it with a more elegant attitude.

"I have seen someone bringing the ice to the store. They want to drink whiskey and feel that the ice cubes provided by the hotel are not clean." Li Yu mentioned an interesting detail.

This shows that this type of drinker has high requirements for the quality of alcohol. The Zhiyan Consultation Report also put forward the same view. The post -80s generation is the main force of the high net worth population in China, and these people are also the main force of whiskey consumption. The post -90s generation also entered the strongest consumption power and the strongest stage of whiskey demand. The growth and entry of the post -80s and post -90s brought about the change of the whiskey industry, and also brought new consumption hotspots.

Photo source: take by internship reporter Xiong Jianan

Domestic brands are still in its infancy

As the above -mentioned interviewees said, the value attributes of whiskey and younger attributes give it a huge market space. However, it is worth noting that in the domestic whiskey consumer market, the mid -to -low end is still the mainstream of the market.

The reporter also learned in August that the mainstream of whiskey consumption is still a low -end product that sells below 350 yuan.

He Yaqing also introduced that, according to the data from Euromonatte International, for peaceful whiskey, from the perspective of total sales, whiskey at the low -end price belt (less than 350 yuan) is still the mainstream, accounting for more than 80%in 2021. But at the same time, high -end, ultra -high -end, and high -end prices have an upward trend in the past few years, which shows that Volkswagen's products are indeed the mainstream of the market, but high -end products also have their own fan groups, and they are gradually expanding. Essence In terms of brand, the domestic whiskey category is still in its infancy and exploration period, and the domestic whiskey market is still dominated by foreign brands. According to the relevant data released by the General Administration of Customs, the number of whiskey imports in my country in 2019 was 21.59 million liters, and the import amount was US $ 208.58 million. According to the database of the O'rui International Passport Industry, according to retail statistics, the top five companies in the Chinese whiskey market are Paullega, Diageo, Sanchali, Elintedon, and Edinton. 17.52%, 9.46%, 7.09%, 6.49%.

It is worth mentioning that whiskey initially also belongs to imported products in the Japanese market. After years of development, the Japanese brand "Sanchali" has entered the top three in the Chinese whiskey market. So, what kind of reference can the development of Japanese whiskey provide for domestic wine companies?

Wang Chongyang said: "Japanese whiskey has three points worthy of reference for domestic wine companies. First, find the uniqueness of Chinese whiskey. First define the category of Chinese whiskey. What. Second, the three steps of innovation. The three steps for wine tasting are: viewing, smelling, and aftertaste, and each link can be innovated. Third, industry standards. Raw materials and brewing technology have a huge impact on the quality of wine. Japanese whiskey once used to have once. Because there is no strict industry standards that lead to mixed products, and it has formed a huge resistance to development, the domestic whiskey industry should also think about this problem in the early stages of development. "

For how to open the market in China, foreign brands seem to have gone ahead. Bryandonaghey, CEO of Whitemakai Group, told reporters: "In China, Scotch whiskey, as a popular imported wine, is high in mainstream retail channels. We expect that whiskey will accelerate the local wine retail market, and the price will also The increase in demand is mainly due to the booming development of e -commerce and chain retail networks. In addition, the role played by the diet in society has played a vital role in how people enjoy the Scottish whiskey. The best occasion is to gather with relatives and friends in special season. We believe that the Chinese market is at the forefront of the industry in many aspects, such as light bars, new catering concepts and e -commerce. "

In this regard, Wang Chongyang also agreed that he added: The same is very different in the (consumer) group of whiskey, whiskey and white wine. The characteristics of the whiskey customer group are younger and highly knowledgeable. At the same time, there are more female users ... how the whiskey category is greater is how to undertake these consumers. For example, how to operate younger generations and female consumers through product innovation and marketing methods, how to break through the limitations of after -meal wine on the scene, and seize the market of liquor, red wine, and beer in the meal wine scene.

Daily Economic News

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