Low alcohol, drink and enjoy

Baijiu stimulated it, beer boldly rose, and young people who did not care about the "wine table culture" just wanted to drink with my friends.

Low wine "born in the sky". After mixing with Luman and Bailan Di, the low -degree wine has a fruitful fragrance and some tea fragrance. It is easy to drink and drink slowly, so that young people can get the "drinking affection" they want.

From "not drunk" to "moderate sluggish", the concept of consumer drinking has changed quietly, and the huge blue ocean hidden in the niche market of "low wine" slowly emerges.

Pictures from the Internet

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Low wine, drink it, take it up

Low alcohol, alcoholism is between 0.5%-20%, and various flavors can bring a little bit of stifferent state. Like plum wine, fruit beer, soda wine, pre -adjusted cocktail, rice wine, etc., they are all low wine.

Pan Minyi, who was working in designers in Changsha, was obsessed with low wine two years ago. At first, she just felt that the packaging of low wine was good -looking. When I bought it, I did n’t want to enter the entrance for fruit wine, and she could make her sleep well. "Later, when you go to the supermarket, you will choose a low -level wine of various brands. After a busy day, drinking a drink is really decompressed." She said.

Pictures from the Internet

Kan Caijun found that "she" really loves low wine than "he".

The topic of "suitable for girls drinking" on Weibo is as high as 160 million. In 2021, Tmall Double Eleven data shows that driven by the "her" economy, low -degree wine suitable for young women's drinking increased by 46%year -on -year, and young women became new growth points in the wine market.

Some brands also make the labels that attract female users with "little sweet wine" and "good night wine", and even the packaging is full of female aesthetics. For example, on the packaging of low -degree tea fruit wine brands, the eaves of ancient town buildings and elements such as Ding and Jue utensils create a strong classical atmosphere.

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The market size is wide and the cross -border layout is busy

The picture comes from the Daily Economic News

At present, there are thousands of low wine brands on the market. In addition to the well -known domestic cocktail brand RIO, there are also emerging brands, such as Berry Sweetheart, Details, Finding, Early Qi, Clean Brewing, Drunk Goose Mother and other new wines and other new wines. Drinking brand has completed 10 million yuan in financing.

The "Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Research Report from 2021-2022" shows that China's low-end wine sales market has maintained a high-speed growth trend as a whole, and it is expected to exceed 500 billion yuan in 2022.

The "Mei Jian" green plum wine, which is seen on the market, was launched in 2019. The market "war situation" of this wine is quite good. So far, the total revenue is close to 1 billion yuan, and its contribution has even exceeded Jiang Xiaobai's main liquor business.

The picture comes from the official account of Meijian

It is worth mentioning that traditional wine companies Moutai, Shanxi Fenjiu, Luzhou Laojiao, etc. have also begun to lay out, launching low -level wine products. For example, Moutai launched "Youmi" blueberry wine to try to leverage the women's consumer market; Fenjiu launched low -level wines such as "bamboo leaves green dew wine" and "rose Fen wine"; Luzhou Laojiao successively launched fruit wine brands such as "Qingyu" and "Flower Details"; Wuliangye launched "Xianlin Green Plum Wine", "Hundred Foot Pomegranate Wine", "My Tune", etc.; Gujing Gongjiu also established Anhui Baisi Lu Wine Co., Ltd.

Of course, there are also many cross -border entry to try to share a share. Earlier, Coca -Cola launched a "Topa Ke hard soda to cheer the sparkling wine" for the first time in the Chinese market, which was first involved in the Chinese alcoholic beverage market; Nongfushan Spring also launched a drink -rice bubble drink.

Old wine companies, beverage giants, and new brands, low -degree wine and drinking races are hot, which can be seen from all parties.

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The niche is hard to come out, and the market needs to be precipitated

As we all know, my country's brewing industry has a long history and has already formed a stable market structure. Among them, the proportion of white wine category revenue is close to 70%. Low wine) accounts for less than 4%.

This means that the "niche advantage" of low wine has become a "market disadvantage". Because it is not mainstream consumption, it has not entered the core circle of business or workplace consumption, which is not comparable to the audience of liquor and beer.

The picture comes from the official RIO official account

Here, Kan Caijun has to mention the so -called "originator" RIO of the low wine track. In the cocktail industry, 80 % of RIOs occupying the market all year round are well -deserved overlords. But at this time, it was difficult for RIO to break through the feminized labels that they had created earlier, sold downturn in the terminal market, and was forgotten by the capital market.

At present, the low wine track has ushered in multiple forces to gather, and it can be seen that its passing threshold is not too high. There are many players, the product is serious, leading to fierce competition, and the price is hot. Kan Caijun visited the low -end wine market and found that the price of a bottle of low wine was available from tens of yuan to ten yuan. Even a factory phenomenon of dozens of low wine brands in a factory appeared. Mature.

If the market for low wine is not clear enough, the liquor and beer market will always be hot.

According to statistics from the National Bureau of Statistics, in 2021, the sales revenue of enterprises in the national liquor regulations was 60.3348 billion yuan, an increase of 18.60%over the previous year; the sales revenue of enterprises in the national beer regulations was 158.48 billion yuan, an increase of 7.91%over the previous year. Even when the low -end wine track is the hottest, low -degree sales data is not as good as liquor.

"I don't know the taste of wine when I was young", maybe more and more people like low wine.

Author: Peng Kexin Liu Siying Editor: Lu Wei

Source: Kancai

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