China Food

Is “drink + wine” still a good business?

 


酒味饮品卷出新高度。
 

 

Wen Fangfang

Source: pangjing Toutiao (ID: pangjing Toutiao)

 
近两年饮品市场逐渐形成一个有趣的现象:“微醺”概念在社交媒体上大杀四方,已然融入年轻人的日常生活方式;而传统酒却在这一届年轻人中逐渐失势。

以白酒市场数据为例,根据国家统计局统计数据显示,2021年末,年产值2000万元以上的白酒企业为965家,较2020年末的1040家减少了75家;白酒市场增速自2018年开始转入负增长持续至今仍然没有转正迹象。

Photo source: National Bureau of statistics, China economic report database
Behind the “immobility” of traditional liquor, it reflects the consumption habit of “pursuing novelty trend” and the consumption demand of “pursuing self entertainment and self drinking” of young people today. Especially in the past two years, with the rise of self pleasing culture and the new consumption trend, various magic “wine +” CP combinations have burst out in the market.
Image source: network
With the characteristics of lower degree, higher appearance value and novel taste, Xinjiu drinks can accurately attack the pain points of young people. The boundary between drinks and alcohol is becoming increasingly blurred, and a brand-new race track with flowers blooming is gradually formed.
the traditional alcohol market is expanded, and the old brand soft drinks are targeted at the bubble water
[Budweiser spirit bubble water Mike’s hard]
Image source: network
Budweiser has entered the low-grade soft drink market since 2020, and launched “Max naked sparkling wine” with an alcohol content of 5% in China. The novel formula of “bubble water + 5 times distilled vodka” and the marketing slogan of “0 sugar, 0 fat, 99 kcal, slightly drunk and no burden” perfectly cater to the new generation of wine culture of healthy health and health of contemporary young people.
panda craft light cherry white peach flavor low calorie vodka hard soda
Picture from network
The alcoholic soda water launched by the domestic craft beer brand panda craft also emphasizes the concept of “Zero sugar” in the product introduction, aiming at the female market with 62 kcal, 3.3% alcohol content formula and slim and fashionable high-value packaging. At present, the brand has launched two flavors of white peach and green melon, and has harvested many “tap water” plants on social media platforms such as xiaohongshu.
Nongfu mountain spring tot rice wine flavor bubble drink
Picture from network
Tot rice wine flavor bubble drink is a wonderful combination of “rice wine + bubble”, emphasizing “natural, pure and no addition”. Nongfu mountain spring began to distribute the carbonated beverage market as early as 2005. According to public statistics, tot bubble beverage has been the fifth attempt of the brand after “Nongfu steam tea”, “tot soda black tea”, “bubble tea” and “charcoal tea” of carbonated coffee.
Coca Cola small universe ah! A ha! Bayberry Baijiu flavor bubble water
Picture from network
Not long ago, Coca Cola’s brand little universe ah! A ha! Released a kind of Bayberry Baijiu flavor bubble water. Small universe ah! A ha! As a sub brand of Coca Cola’s benchmarking Yuanqi forest bubble water, it has a positive selling point with Yuanjia’s “0 sugar, 0 calorie, 0 fat”, and it has launched the concept of “national flavor” for the first time. It can be seen from the giant’s ability of “marketing in Chinese”.
new tea drinking replaces wine with tea, and fine coffee plays with the concept of slight intoxication
“juvenile spirit” glass bubble tea
Picture from network
The new tea brand “tea Yan Yue se” was launched at the end of July
Expand the consumption scene and look for new growth points. There is always a sense of formality and massiness in the traditional wine gene of
, while alcoholic drinks can make people easily take off their guard. According to the report of strategic research on low and non-alcoholic beverages in 2021 published by the international wine and spirits data analysis company (IWSR), the consumption of low and non-alcoholic beverages will surge by 31% by 2024. No matter whether it is a large brand of alcoholic soft drinks entering the market or the fancy “wine +” new products of new consumer brands, it is no doubt that they hope to take advantage of the trend of slight intoxication, cover more diversified consumption scenarios and form a new growth curve.
Picture from network
Summary: the danger and opportunity of the new track: the
alcoholic beverage market has shown an explosive growth trend since 2020. However, some problems have gradually emerged behind the prosperity: for the new tea brands sold in stores, the introduction of alcoholic beverages still needs to be well measured. According to the terms and classification of alcoholic beverages (GB / T 17204-2021), alcoholic beverages with an alcohol content of more than 0.5% vol are called alcoholic beverages. According to the provisions of the law of the people’s Republic of China on the protection of minors, alcoholic beverages are prohibited from being sold to minors. Therefore, in the process of product development and sales, how to ensure food safety and compliance is a big problem.
for the major brands flocking to the alcoholic drinks track, the industry innovation speed that is slightly embarrassing is not proportional to the speed of new products. At present, alcoholic drinks in the market mainly rely on freshness marketing and high-value packaging to attract attention. The homogeneous taste design of the product itself is difficult to achieve sustainable growth. In addition, in terms of consumer psychology, the concept of alcoholic drinks brings a sense of value that is worth pondering: if you spend 10 yuan on alcohol, you will subconsciously feel that it is not a good wine; If you spend 10 yuan to buy a bottle of alcoholic drinks, this is obviously the price of high-end drinks.
however, there are two sides to everything. The overseas market of alcoholic beverages has become large, and there is still a gap in the domestic market. Just last year, the “alcoholic beverage” was selected as Japan’s “food of the year” in 2021. This can not help but remind the author of the case that Yuanqi forest transplanted the mature bubble aquatic products in Japan into the still blank domestic market and successfully realized brand arbitrage. If the brand has the intention, can it replicate its experience in the same mature overseas alcoholic beverage market and produce super single products that quickly occupy the domestic market?
Picture from network
To sum up, alcoholic drinks are more like a concept business that relies heavily on marketing in the face of a market full of possibilities. How to retain young people after being slightly drunk is still a challenge for the brand.
Original title: more beverage brands have started the business of “wine +” than Yuanqi forest’s coke flavor
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