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Zhongxin Finance, February 19 (Reporter Xie Yiguan) Beer has always been the first choice for mass gatherings because of its cheap price and high popularity.
But when a beer of more than 1,000 yuan appears in front of the public, many people may exclaim, "Is this still the beer I know?"
Thousand-dollar beers appear together
On January 9, Tsingtao Brewery released the ultra-high-end new product "Legend of the World".
According to reports, this is an ultra-high-end new product that integrates beer, wine, whiskey and champagne.
On the e-commerce platform, the current post-coupon price of Tsingtao Beer Centennial Tour I Legend 23.9 degrees 1.5L single bottle is 1,369 yuan, and the post-coupon price of a double bottle is 2,668 yuan.
Coincidentally, Budweiser Beer has also recently put on the e-commerce platform a limited edition of Budweiser Master Legend 798ml*1 bottled in the Year of the Tiger, with a price tag of 1588 yuan, which is dozens of higher than the guide retail price of Feitian Moutai, the "king" in the liquor field. Yuan.
Qingdao and Budweiser are not the first to enter the ultra-high-end beer space.
In the first half of 2021, China Resources Snow Beer launched an ultra-high-end new product "Li", which was priced at 999 yuan in a 18.8-degree 999ml* two-bottle gift box, which caused heated discussions at the time.
Hou Xiaohai, chairman and general manager of China Resources Snow Beer (China) Co., Ltd., said in an interview with the media, "Beer can be not only high-end, but also very high-end." He also said bluntly, "Li has no benchmark products in the beer industry, but Li Being at the same table with Maotai is not against peace at all."
Just a few months later, the super-high-end field of the beer industry has appeared in a "championship" trend of "not the most expensive, as long as it is more expensive".
However, as the thousand-yuan beer has attracted attention, "whether the thousand-yuan beer is an IQ tax" has also become a topic of discussion on the Internet.
More of a marketing gimmick
A reporter from Zhongxin Finance noticed that the monthly sales of a single bottle of thousand-yuan beer for a certain brand is more than 100, and the monthly sales of another brand is only more than 200.
Judging from the evaluation of buyers, many of them are for the needs of collecting gifts and high-end banquets.
"Although I am curious about the taste of this thousand-yuan wine, I will never buy it. It is not Feitian Moutai, and the price is so expensive." Choose a regular beer, or go to a pub for a craft beer.”
"Because Chinese beer does not have social attributes such as banquets and gifts, nor does it have the value-added investment nature of long-term preservation, it is more for self-drinking and informal occasions, so the price restrictions are relatively obvious, the price band of thousand yuan is very narrow, and there is basically no stability. The consumer group." Cai Xuefei, an analyst of the wine industry, told the reporter of Zhongxin Finance that the company's introduction of beer with a price of 1,000 yuan is more to cooperate with the brand to build momentum, and it is a part of the company's marketing promotion. .
Food industry analyst Zhu Danpeng also told reporters that the thousand-yuan beer is a marketing gimmick, and it is more to attract traffic.
However, when the competition in the domestic beer market has entered the stock era, the high-end price band is indeed a "strife".
In recent years, leading enterprises have also made efforts in the high-end field.
For example, Tsingtao Brewery has launched high-end products such as Centennial Tour, Amber Lager, and August; China Resources Beer has introduced Heineken to expand into the high-end beer field.
In Cai Xuefei's view, ultra-high-end beer is only a kind of momentum-building product for enterprises, and there may be some needs such as internal public relations and brand display, but ultra-high-end products have high requirements for product brand and quality, and not every wine company has this. It is a high-end concept, so it is destined to be the patent of only a few famous wine companies.
Yuan Yue, secretary general of the Beer Branch of the China Alcoholic Drinks Association, also believes that high-end products must have high-quality, extreme product expression, and meet some individual needs.
Therefore, the high-end development of the beer industry is a long-term process, not a short-term industry goal, and there is still a long way to go.
Affordable beer prices are rising
In the face of thousands of yuan-level beer products, the attitude of most consumers is "it has nothing to do with me", but now, the price of beer is also rising. Bottle advances.
Recently, the Xinjiang Branch of Carlsberg (China) Beer Industry and Trade Co., Ltd. issued a price adjustment letter stating that due to the continuous increase in the prices of raw materials, labor, and transportation, the cost has continued to increase, and it has decided to increase the 620ml Red Wusu Beer from February 1, 2022. the price of the product.
A reporter from Zhongxin Finance and Economics found that since last year, beer companies such as Budweiser, Qingdao, Snowflake, and Chongqing have successively reported news of product price increases.
"Cost pressure, superimposed high-end strategy, and price increase has become an industry consensus." Tianfeng Securities summarized the reasons for the price increase in the beer industry since September 2021.
Taking barley, the raw material of beer, as an example, according to data from Zhuochuang Information, the annual average price of French barley in 2021 will increase by 22.73% year-on-year.
In 2021, the high price of French barley in Nantong Port was 2630 yuan/ton, which appeared at the end of December 2021, compared with the low price of 2280 yuan/ton at the end of March last year, an increase of 350 yuan/ton, an increase of 15.35%.
Have you ever felt the price of beer go up? (over)