client, Beijing, July 11 (Zuo Yukun) "Trouble giving my lover a glass of Mojito, I like to read her eyes when she is very young." Some time ago, Jay Chou's "Mojito" made this The red cocktail of the same name made it to the circle, and it once again set off a "little wine" boom.

  "Drink a glass of wine and make a friend." There are basically two definitions of wine, one is the abbreviation of small bottled wine in the literal sense, and the other is the thin wine that is quickly made. The smaller and smaller the bottle, the lighter and lighter the wine tastes, but the smaller the wine market is.

In a supermarket in Haidian District, Beijing, small wine was placed in a prominent position near the cash register. Photo by Zuo Yukun

The bottle becomes smaller, not too expensive for drinking

  Mr. Gu, who lives by the winery, has been accustomed to drinking some wine when he was young. He told that the more wines are sold in wineries, the cheaper they are. When he was young, he often bought barrels of barrels, but it took a long time to open, and if he couldn’t drink one time, the taste would be bad if the seal was not tight. It is often more difficult to drink.

  "Now I'm older, I don't dare to drink it all. I have some 100ml of small wine at home. When I get addicted, I open a bottle. It tastes right, and I can drink comfortably after the addiction." Gu Mr. said.

  Without gathering and getting together, an epidemic freezes the liquor sales scene at home banquets and gatherings, making the consumption of the Spring Festival, which has always been the peak season for liquor, bleak. According to data released by the China Wine Industry Association, from February to March this year, the overall bottle opening rate of large bottles of wine was less than 50% last year; but it is more suitable for three or two people to drink small wine, the bottle opening rate is 60%-70% .

  Nowadays, the concept of general health has gradually penetrated into the hearts of the people, and many people's drinking concept has also changed from "deep feeling" and "boring" to "quality" and "drink less, drink good wine". Most bottled wines on the market are between 50ML and 250ML, which is very consistent with this trend.

  Therefore, whether it is a traditional wine company, or an emerging brand, want to come to the small wine world to share a slice of soup. According to industry data, the current small-size liquor market capacity is about 20 billion yuan, and it is continuing to grow at a rate of about 20% per year. In the next 3-5 years, the small-bottle liquor market capacity may reach 50 billion yuan or even 100 billion yuan. Scale.

  The entry of famous liquor companies into the small liquor market is no longer new. Wuliang Lunxiang series wine company's popular craft wine, Luzhou Laojiao's Luxiaoer, Langjiu's Xiaolangjiu, Fenjiu's small wine, Yanghe's Yangxiaojiu, Gujing Gongjiu's Xiaozhuzi ......Almost all famous liquor companies have launched their own liquor products.

  The subdivided products launched by these big brands are "famous", because of good brand endorsement and excellent quality assurance, they quickly walked to the consumer's table.

  The other major category is the use of emerging liquor brands with traditional liquor spirits and young trend shells, represented by Jiang Xiaobai, which is the main young people's market. With diversified scene needs and innovative marketing copy, it strongly attracts a large number of Young consumers. In 2018, sales exceeded 2 billion yuan, and combined sales reached 3 billion yuan in 2019. Jiang Xiaobai ranked among the top-tier liquor brands in just a few years.

Image source: Jiang Xiaobai WeChat public account

  "With the superposition of the demographic dividends of the new generation, liquor companies want to have a good communication with the new generation and get the approval of the new generation. Xiaojiu is a good carrier." Zhu Danpeng, an analyst of the Chinese food industry Said, "More and more practitioners are researching, approaching or even please the new generation. From the perspective of the overall long-term development strategy of the entire enterprise, this is a step that must be taken."

The degree becomes lower, creating a comfortable social circle

  "On Maotai, there is only old wine". In our traditional culture, there has always been the concept of "wine is the fragrance of Chen." However, for the younger generation of consumers, they are more in pursuit of healthy drinking, comfortable feelings and self, and an equal drinking culture. Low alcohol thin wines such as cocktails, fruit wines, and beverages are born.

  Put lemon slices in a cup, add 4-5 pieces of edible mint leaves, crush the ice cubes and add to the cup. At the same time, add an appropriate amount of rum and soda to get a cup of Jay Chou Mojito. It is not difficult to see that this kind of small wine combines the beverage with alcohol, and neutralizes the spiciness of the alcohol with the sweetness of the beverage, so as to achieve the effect of "little".

  Drunk slowly, wake up fast, do not get up after drinking, do not dry mouth after waking up. The popularity of the "little wine" wine allows you to successfully integrate into the party atmosphere even if you are not strong enough or have a job the next day. It can be said that "drinks are alcohol, and the more you drink, the more."

  Naturally, the bottled wine market will not let this air vent go, just walk into a supermarket's drinking area, and there are countless colorful "micro-happy water" waiting for you.

Beverage liquor sold in a supermarket in Xicheng District, Beijing. Photo by Zuo Yukun

  Their originator was RIO, a bottled cocktail that once raged across the rivers and rivers. Under the fierce marketing fire, RIO walked into the bar of home refrigerators and KTVs and restaurants almost overnight.

  At the moment of RIO highlights, in 2013, its share of the cocktail market exceeded 40%, and the company's revenue reached 186 million yuan, more than three times the previous year. However, crazy marketing behavior has also kept RIO’s advertising costs high, coupled with increased consumer concerns about pre-adjusted cocktails “high in sugar” and “many pigments”, and a short period of influx of many competitors in the industry. Since 2015, From half a year, RIO's sales began to decline sharply, falling to the altar.

  RIO's predicament has not stopped other brands from exerting their strength. In 2019, Jiang Xiaobai's Chongqing Jiangji Winery launched a green plum wine brand, Mei Jian, with sorghum wine as the base wine and an alcohol content of 12%. Jiang Xiaobai's layout of "Mei Mei" triggered new speculations about the fruit wine market.

  In May 2020, "Nature's porter" Nongfushangquan also brought the low-degree "little wine" to the market-TOT bubble drink. This is the first rice wine + bubble bottled beverage in China, with an alcohol content of only 0.5%, and the novel taste has made a lot of eyeballs.

  Recently, Budweiser launched the 6% alcoholic soda water Seltzer and the alcoholic sparkling water Mike's Hard, and predicted that by 2025, the sales of low-alcohol and zero-alcohol beer within the Budweiser Group will account for 20% of the total beer sales. %about.

Small wine breaks into the rivers and lakes, there are wolves before tigers

  Whether it is subdivided as liquor or soft drinks, small wine has the potential to break into rivers and lakes as an independent category, but it also faces obstacles that are difficult to overcome.

A wine-tasting class is held in a college in Shaanxi, and the teacher is explaining the cocktail preparation. China News Agency reporter Zhang Yuanshe

  "Small wine has a small wine living space, but it is really difficult to get to the elegant hall. Friends with particularly good relationships drink together, and it does not matter if you take the small wine. If it is a formal occasion, you still have to drink a regular one kilogram (500 ml) )'S wine." In Mr. Gu's view, drinking is closely related to identity and occasion. On important occasions, the use of small wine will appear to be not serious and solemn.

  This leads to the difficult task of small wine in the key consumption scenarios of alcohol-business banquets and important gatherings.

  While the scene is relatively narrow, the wolf-like competitors have sprung up. According to incomplete statistics, there are currently more than 200 small wine categories on the market. If you want to stand out from the competition, category innovation, outstanding quality, and personalized marketing seem to be indispensable.

  "The most important problem facing the small wine market at the moment is that homogenization is serious, and companies need to open a breakthrough from innovation." According to Bai Xue marketing expert Cai Xuefei, the future of small wine still has innovation in quality and branding to different consumers. And channel model innovation. (Finish)