Why does low-alcohol drinking make young people "up"?
Many brands are rushing in first, delicious taste is the most important, decompression is the selling point
Changsha Evening News all-media reporter Liu Pan and intern Jia Dingwen
Fruit wine, soda wine, sparkling wine... These kinds of low-alcohol drinks with an alcohol content of only a few degrees or more than ten degrees have become extremely "dazzling" new products on the table of many family reunion dinners during the just past Spring Festival holiday of the Year of the Tiger. member.
On the 10th of last month, the Ministry of Industry and Information Technology solicited opinions on the "Guiding Opinions on Accelerating the Construction of the Modern Light Industry System (Draft for Comment)".
Among them, it is mentioned that in terms of upgrading innovative product manufacturing projects, we will develop diversified, fashionable, personalized and low-alcohol liquor products for young consumer groups and foreign consumer groups.
Phenomenal low alcohol rises among young people
If you give a user portrait of a new drink, you can find that the first driving force behind it is the new consumer group, including women.
According to Tmall's New Year's Day data, in terms of age, "post-90s" buy the most fruit wine, accounting for 45%; followed by "post-85s", accounting for more than 20%.
Women living in first-tier cities, including cutting-edge white-collar workers, exquisite mothers and "post-95s", are becoming the main consumers of fruit wine and pre-mixed wine.
Today, in Changsha's 7-11, Zhongbai Lawson, KKV, Hema Xiansheng and other retail terminals, low-alcohol wine, tea and beverages are already in a "three-legged" trend, silently fighting for consumers.
"The so-called low-alcohol wine refers to wine with an alcohol content between 0.5% and 12%. Common fruit wines, pre-mixed wines, soda wines, rice wines, etc., such as the popular RIO cocktails in previous years, also belong to this category. The relevant person in charge of the Zhongbai Luosen store said, "Some low-alcohol wines represented by plum wine, lychee wine, and sweet-scented osmanthus wine have always been well sold in the store, and some brands have been sold through online live broadcast channels. It even sold 200,000 bottles in one night.”
It can be said that low-alcohol and diversified new drinks meet the new values and needs of the new generation of young people.
"This kind of alcohol with a low degree of alcohol has the fragrance of flowers and fruits, and it is not easy to get drunk, and it is not like beer. I like to invite three or five friends to have a drink, quite a feeling of "talking about wine and sangma".
"Or when you work overtime late at night, take a sip to let yourself get away from the anxiety a little bit, but not drink too much and let your behavior get out of control.
It can release stress and relieve emotions. Compared with traditional alcohol drinking, low-alcohol alcohol seems to be better at "manipulating" young people's emotions.
There are reasons for beauty and stories, but they can also be cured
The "White Paper on Alco-pop Category Culture of Chinese Young People's Alcohol Drinking at a Low Level" shows that this generation of young people drink is a way of life, a feeling, but not alcohol.
It turns out that low-alcohol liquor products are not only more pleasing to young people in terms of taste, but also not easy to get drunk, which can make people feel slightly drunk.
When traditional high-quality liquor cannot meet this demand, it naturally becomes the favorite of young people.
As the concept of health preservation becomes younger, the low-calorie, low-added healthy drinking culture has gradually "harvested" many young people.
In addition to being good for their physical health, a slightly intoxicated state of drinking can also heal their hearts.
When young people get together and take out a bottle of low-alcohol wine that represents the trend, high value, and story, they are even more willing to discuss touching copywriting about these products, preferring the easy-drinking taste and pleasant taste. Ambience.
"When I buy fruit wine, I usually look at the appearance and packaging. I also like to browse various fruit wine areas when I shop online and offline, because those bottles with very high value are bought back and placed at home. They are very eye-catching." Working in an advertising company in Changsha Xiaomin, the designer, said, "During the Spring Festival, all I bought were beautiful bottles of low-alcohol liquor that were very festive. When I reunited with my brothers and sisters during the New Year, everyone was looking for an atmosphere, and there was no need to drink too much alcohol. wine."
The reporter found that on social media platforms, young consumers have new needs and awareness of liquor, and posts about recommending low-alcohol liquor emerge in an endless stream.
Judging from the data in Xiaohongshu alone, there are as many as 90,000+ notes on women's wine, and the number of pageviews has exceeded 100 million.
On JD.com, you can get more than 53,000 search results by typing “low alcohol” as a keyword to search.
Observing the influx of players in the low-alcohol market
According to the analysis and research of China's low-alcohol liquor industry, the market size of low-alcohol liquor is expected to reach 74.26 billion yuan in 2025, with a compound annual growth rate of 30% from 2021 to 2025.
In fact, in addition to the emergence of countless emerging brands, traditional wine companies including Moutai, Fenjiu, Luzhou Laojiao, and Gujing Gongjiu have also set foot in this field.
For example, Moutai once launched "Youmi" blueberry wine to stimulate the female consumer market; Fenjiu launched "Bamboo Leaf Qinglu Wine" and "Rose Fenjiu" and other low-alcohol wines; Luzhou Laojiao successively launched "Qingyu" and "Hua Jianzhuo" and other fruit wines Brand; and Gujing Gongjiu established Anhui Baiwei Lu Liquor Co., Ltd., aiming at the pre-mixed liquor market.
Beverage merchants also have a layout.
Earlier, Coca-Cola launched a "Topak hard soda sparkling wine" in the Chinese market for the first time, and entered the Chinese alcoholic beverage market for the first time; Nongfu Spring also launched an alcoholic beverage - rice wine sparkling drink.
And tea brands such as Chayanyuese, Shuyishaoxiancao, and CoCo have successively launched alcohol-containing series products last year as a short-term supply of limited commodities.
"The development prospect of low-alcohol wine is very good. The rapid growth in recent years is an example. After all, this product is very popular among young people and female consumers. The participation of many brands will surely push this wave to a climax." People say so.
"Liquor is a hobby-flavored drink, and it is understandable for consumers to like any flavor. However, rational and healthy drinking methods must be advocated. High-level liquor is suitable for tasting, small cups of slow drinking, and savor the charm of wine carefully; low-alcohol liquor It is more suitable to gather together, raise a glass frequently, and enjoy the wine.” Song Shuyu, chairman of the China Alcoholic Drinks Association, mentioned when interpreting the current changes in liquor consumption trends, “With the continuous improvement of people’s living standards and the enhancement of rational drinking awareness, Low-alcohol liquor has become one of the inevitable trends in the development of liquor.”