Left hand trend, right hand traditional niche wine enters new track



The age of consumers in the wine consumption market shows a downward trend. In this context, many wine companies have begun to layout the young consumer market, and have launched low alcohol wine, fruit flavored bubble wine and other products. At the just concluded 104th national sugar and wine fair, a reporter from Beijing business daily noticed that a booth called “a time? Life sometimes bubble rice wine” was particularly eye-catching. On the display cabinet, there are bottles of colorful and fashionable aluminum wine bottles. “Lin Jie, co-founder of a time, said,” the new generation of consumers are influenced by the penetration of modern culture. Their drinking styles and tastes are very different from those of the previous generation. They prefer quality, light enjoyment and health, and our products are targeted at the young market. “.


左手潮流 右手传统 小众酒步入新赛道

In recent years, younger products are recognized by many young consumers. According to public data, the age of Chinese alcohol consumers has gradually declined. Industry insiders said that the wine consumer market began to appear younger trend. At the same time, the number of women drinking alcohol is gradually increasing, which makes the fruit wine and low alcohol wine market gradually expand.

New products in old exhibitions

Under a pink sign, the booth was packed. What is really attractive is the high value bubble rice wine on the exhibition shelf. The bottle is made of environment-friendly aluminum. It has fruit green, peach red, warm yellow, rainbow fluorescence and other colors. The bottle body is covered with carp, crane, dragon, Xiangyun and other traditional Chinese cultural elements.


左手潮流 右手传统 小众酒步入新赛道

“What a beautiful bottle “The design on the bottle is so exquisite, full of national flavor!” As soon as the reporter of Beijing business daily approached the booth of “a time? Sometimes bubble rice wine”, he heard the comments of the visitors.

Beijing Business Daily reporter noticed that on the display cabinet are a time Guochao Ruyi series and DJ rainbow Knight Series. The bottle body of Guochao Ruyi series is full of traditional Chinese cultural elements such as carp, crane, dragon and Xiangyun, while the bottle body of DJ rainbow Knight Series is painted with fluorescent ink. In daily presentation, the DJ rainbow Knight Series is not as creative as the a time national fashion Ruyi series. However, due to the use of fluorescent ink, the DJ rainbow Knight series shows its cool style in the dark.

In fact, more and more wine companies begin to pay attention to design, and constantly improve the product design and packaging, so as to attract consumers. Pan Hu, chief designer of Pan Hu packaging design laboratory, told Beijing Business Daily that the essence of consumption upgrading is aesthetic upgrading. Innovation, in a real sense, is the change of users, that is, the great change of real consumption. The essence of consumption upgrading is actually the upgrading of aesthetics. Beauty is always what we want to pursue.

Targeting the young market dividend

Wine is the social needs of young people, light enjoyment and health become the key words of young people’s alcohol consumption. Although low alcohol consumption accounts for a relatively small proportion of the liquor market in China, it has become an important choice for young consumers to distinguish liquor from beer. Alcoholic beverages have also become a new track for China’s Baijiu consumption.

It is reported that “a time bubble rice wine focuses on the new generation of consumers aged 18-35, and is committed to creating low fashion healthy wine”. In response, Lin Jie said, “the new generation of consumers are influenced by the penetration of modern culture. Their drinking styles and tastes are very different from those of the previous generation. They prefer quality, light enjoyment and health.”

Beijing business daily learned that a time bubble rice wine has mainly developed a time Guochao Ruyi series and DJ rainbow Knight Series, with degrees of 3 ° and 6 ° respectively, and the taste is compound. From the product point of view, a time bubble rice wine is a compound low alcohol wine, which meets the diversified needs of young people. From the channel point of view, DJ rainbow Knights series are mainly night shows and nightclubs, and the consumers are mainly young consumers.

According to tmall data, the main customers of low tide drinking are women, accounting for 65%, aged 18-34, and the main consumer market is the first tier cities. “Post-90s” young consumers are gradually growing into the main driving force of online wine consumption, and highlight the preference keywords of “low alcohol wine” and “beauty fruit wine”.

According to the insiders, China’s previous social activities mostly focus on baijiu. With the growth of young consumer groups, the market of low alcohol wine such as beer and fruit wine is also expanding. However, due to the late layout of young consumers, young consumers have a lot of room for development. In recent years, it is not difficult to find that wine companies are also in the layout of the young market, so that their products continue to be young.

New wine consumption track

Under the blessing of consumption upgrading, consumers’ requirements for quality are constantly improving. In terms of quality, a time bubble rice wine is closely linked with high quality. “Although we are very young brand, but every product we choose is Guizhou plateau small grain glutinous rice and mountain spring water, the entire production process has realized the edible alcohol, fructose, artificial essence, preservatives zero added”, Lin Jie told the Beijing Commercial Daily reporter.

The trend of younger wine consumption market has also led many wine companies to launch low alcohol and non-alcoholic products. China Resources snowflake beer launched its first carbonated beverage “Xiaopi Qi” in March this year. In 2020, Budweiser launched a non-alcoholic beverage called bud zero. Carlsberg Nordic, a non-alcoholic Pilsen beer brand, is launched in the UK. Zhujiang Beer launched low alcohol juice bubble beer as early as 2016.

Cheng Wansong, Secretary General of Beijing liquor circulation industry association, further said that from the perspective of liquor body design, it is more difficult to design a low alcohol liquor than a high alcohol liquor. In order to make low alcohol liquor “low but not light”, it is necessary to increase the proportion of old liquor and flavored liquor. Therefore, in terms of cost, it is not lower than a high alcohol.

It is worth noting that in addition to the low degree, a time life sometimes integrates guochaofeng, which has been popular among young people in recent years, into its products. “The company will take Guochao as the direction, build a time into IP, and enable each other with other IP through joint name and other forms. In the future, the company will also consider exporting to other Asian countries, Europe and other international markets to carry forward China’s traditional culture. “

It is worth noting that in addition to the low degree, a time life sometimes integrates guochaofeng, which has been popular among young people in recent years, into its products.

In order to make low alcohol liquor “low but not light”, it is necessary to increase the proportion of old liquor and flavored liquor. Therefore, in terms of cost, it is not lower than a high alcohol. It is worth noting that in addition to the low degree, a time life sometimes integrates guochaofeng, which has been popular among young people in recent years, into its products.

It is worth noting that in addition to the low degree, a time life sometimes integrates guochaofeng, which has been popular among young people in recent years, into its products. “The company will take Guochao as the direction, build a time into IP, and enable each other with other IP through joint name and other forms. In the future, the company will also consider exporting to other Asian countries, Europe and other international markets to carry forward China’s traditional culture. ” Beijing Business Daily reporter Zhao Fengrui


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