Will the new zero beer be invested again, will non -alcohol beer become a new outlet?

This article was original by Sutoo123

Author / Li Shaotong

Cover Map Source / New Zero Beer Official Weibo

Is there a soul that loses alcohol?

Recently, the "New Zero Beer" of mellow craft beer brand, "New Zero Beer", has been invested by Yu Minhong's participation in funds. The registered capital has changed from 1.2739 million to 1.3431 million. As early as September 23, 2021, the new zero had received tens of millions of yuan of angel round financing. And channel construction and other aspects.

New Zero Beer is a mellow -free beer brand that focuses on research and development and production of alcohol -free espresso beer, and advocates providing users with a "happy and healthy lifestyle". In terms of user groups, new zero -aiming beer enthusiasts who need to control cards, control alcohol intake but pursue taste and healthy beer. At present, Xinzong has launched the flavors of non -gender age to meet the needs of consumers with different gender ages such as Pilson, Belgian white beer, and turbid IPA.

What exactly is golf beer?

In the "Gel Beer" group standard released by the China Wine Industry Association in October 2021, non -alcoholic beer is defined as beer with a ratio of less than or equal to 0.5%VOL, of which 0.0%non -alcoholic beer is less than 0.05%VOL alcohol content less than 0.05%VOL Beer.

Picture source: official website of China Wine Industry Association

According to Sutu.com, non -alcoholic beer was first launched by Switzerland, and then other countries have developed similar products. In 1985, the Guangdong Jiangmen Beverage Factory introduced China's first alcohol -free beer production line from Germany. Even if alcohol -free beer has developed earlier in China, it has only recently expanded.

With the upgrading of consumption levels, consumers' consumption methods have also changed. The definition of wine in people's hearts has changed. Before sleeping or watching TV, a drink has become the normal state of young people. However, a large amount of drinking or a drink will increase the risk of disease. According to data, in 2020, 46.7%of the new cancer caused by a large amount of alcohol, about 346,400 cases. And because of moderate drinking, the new hair -related cancer related to alcohol is 14%, about 103,100 cases. The average intake of 10g of alcohol per day leads to 413,000 new cancer.

Compared with industrial beer, the concentration of alcoholic beer is low, and it can also effectively inhibit the occurrence of the disease for people drinking.

According to the data, research on the University of Okayama in Japan found that alcohol -free beer can reduce the chemical "hybrid amine" that induces cancer in foods such as fish and meat such as fish and meat, which has certain anti -cancer effects. At the same time, the vitamin literacy contained in non -alcoholic beer can also help antioxidant effects, and appropriate amount of drinking can delay aging to a certain extent.

Cardiovascular and liver diseases caused by drinking are also common diseases in drinking people. German scientists have found that alcohol -free beer can prevent blood solidification and effectively reduce the incidence of thrombosis and myocardial infarction. Although alcohol -free beer still has the flavor of ordinary beer, its alcohol concentration is very low, and the vitamin B substance contained in it can also protect the liver to a certain extent.

In addition, non -mellow beer is also very friendly for groups that cannot drink. Some groups cannot drink alcohol due to religious reasons, but they want to taste the taste of beer. Drinking without mellow meets the needs of this group of groups. At the same time, the low alcohol concentration in alcohol -free beer has also been relieved for people with allergies, which effectively reduces the occurrence of shock due to drinking.

Traditional industrial beer has the layout of non -mellow beer tracks. Can the new zero stand out?

According to statistics from the Industrial Information Network, from 2017 to 2020, the import volume of non -alcoholic beer increased from 584.4 yuan in 2017 to 2475.7 thousand liters in 2020, with a compound annual growth rate of 62%. In the first half of 2021, the import volume of non -mellow beer was 881.1 thousand liters, and the amount was US $ 10.87 million.

The huge consumer market has entered the game whether it is traditional industrial beer or new consumer business. It is reported that Harbin Beer launched the first "Guo Chao New Youth" first mellow beer in 2019; Chongqing Beer successively launched bottled, canned mellow beer in 2020; in 2021, Yanjing upgraded the previously launched non -alcoholic beer. The introduction of zero, low -sugar, and pure white beer without mellow white beer; Tsingtao Beer also launched the upgraded 0.0%non -alcoholic beer.

The new zero -one classics stand out from many mellow beer tracks. According to official data, its first series of products went online to surpass Qingdao, Yanjing, and Kirin without mellow one month later, becoming the first brand of Tmall's alcohol -free beer classification. Boxima Xiaosheng TOP5 hot selling craft beer. So why can Xinli Beer stand out from the crowded mellow beer track?

Although traditional industrial beer manufacturers have deployed mellow beer tracks, it is also difficult to eliminate consumers' inherent impression because of its inherent positioning. As a newborn manufacturer, the new zero beer is positioned as healthy, low -fat and other mellow beer as soon as it is launched.

The Xinli is pure in the beer, throw away alcohol and calories, and adds dietary fiber such as resistance paste essence. There are currently two major products categories, one is the craft series, and the other is the fruit beer series. The alcohol content of German -style Pearson in the new zero category is 0%VOL, and the alcohol content of the new zero -turbid IPA is also less than 0.45%. Equal general industrial beer with 1 can. At the same time, the calories of ordinary industrial beer are about 247 calories, and it is inevitable that drinking too much will inevitably promote the development of beer belly. The alcohol concentration contained in the new zero is lower and the calories are lower. The calories of the new zero beer are less than half an apple calories. In addition, Xinzong adopts the natural brewing of clear brewing method. Through complex brewing processes, alcohol and high calories are removed, and the natural layering of wine is enhanced. The flavor of craft beer. It is understood that the clear brewing method adopted by the new zero beer products is a new process of original independent intellectual property rights.

The new zero beer also contains rich dietary fiber. The new zero uses high -quality barley and wheat, high -quality dietary fiber, high -end beer flower, and special yeast as raw materials. The dietary fiber contained in the new zero beer can meet 20%of the dietary fiber in adults. Dietary fiber as a nutrient that the human body must supplement can help maintain normal intestinal function and effectively avoid the generation of beer belly.

In addition to the raw materials and functions of the new zero beer excellence, in terms of sales, the new zero beer has also opened up the second pulse of Ren Du, and two steps are online and offline. Offline channels include Hema Xiansheng, Convenience Bee, Family, Wumi, KKV and other business super, convenient, and catering channels. Online channels include Tmall, JD.com, Pinduoduo, Douyin, Xiaohongshu and so on. It is reported that Sun Xiaonan, the founder of Xinzong, has great expectations for Xinli, and believes that no alcoholic beer is an inevitable product that appears after consumption upgrades and consumer demand changes. The new zero is the category of "alcohol -free beer" in China.

The size of my country's craft beer market is expected to reach 100 billion yuan, and the new zero -free mellow craft beer still has a long way to go

The Huajing Industrial Research Institute reported that in 2021, the growth rate of the consumption of craft beer in my country was much higher than that of the entire beer market, and the penetration rate was rapidly growing. From the perspective of my country's craft beer industry market size, the size of my country's craft beer market in 2021 reached 78.5 billion yuan, which is expected to increase to 210.3 billion yuan by 2026.

And the new zero -free craft beer wants to be the category of "golfer beer" in China. At present, there are still many problems to be solved.

The first is the positioning problem, non -mellow beer, and beer that does not contain alcoholic beer.

For many consumers, alcohol -free beer is equivalent to drinks, not beer, even if you hear it, you won't buy it. In the beverage market, Xinzong does not take advantage.

According to data from Ai Media Network, it is expected that the size of the Chinese soft beverage market in 2024 is expected to reach 1323 billion yuan. Packaging drinking water, functional beverages, coffee beverages, etc. will grow in double digits. Among them, the market share of packaging drinking water and tea drinks accounts for half. More than. At the same time, the beer market has also been occupied by the leader of the beer industry. It is reported that the market share of the five leading China Resources Beer, Tsingtao Beer, Budweiser Asia Pacific, Carlsberg and Yanjing Beer reached 93.9%. Whether in the beverage market or in the beer market, the brand that is born as a new birth is in an awkward position. Therefore, the new zero needs to become a representative of mellow beer and let more people accept it.

The second is the taste problem. Because of the reduction of alcohol beer, its taste is relatively bitter than traditional industrial beer. Some consumers say that the taste is strange and will not buy it for the second time.

Under the new consumption of the wind, although the new zero is "0 cards, 0 alcohol", the positioning is relatively healthy, but if you just pursue health and ignore the taste of the beer, you can't keep the new consumers. It is said that long -term beer with a single taste will also feel tired. At the same time, for consumers who drink alcohol beer for a long time, they will give up their repurchase due to alcohol concentration and taste problems.

Finally, the price issue. Although the production of non -mellow beer production is more complicated, and its raw materials are more high -quality and healthy positioning, as a new brand, the price of about 500 ml of about 9 yuan will also make many consumers discourage.

There will be a reminder of excessive drinking harmful health on each bottle of beer bottle, but drinking itself is an emotional existence. People who are happy, sad, bland and other emotions want to release them through alcohol. However, in recent years, emotional drinking has gradually withdrawn from the wave, and we have ushered in a new development point of rational drinking.

Although the new zero beer is very eye -catching in nutritional value, functionality, and sales, it still needs to be improved in taste and price. Although its first series of products surpassed Qingdao, Yanjing, and Kirin without mellow one month, it is difficult for the current volume of fans on Taobao, and it is difficult to shake the leading positions such as Qingdao Beer and Yanjing Beer. After all, for the current consumers, the pursuit of products is not only quality, but also cost -effective.

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