China Food

Craft beer enters the knockout

“ 
The
circle is open, with the support of capital and the share of big companies.
 ”
This summer, the craft beer circuit ushered in a new round of “warming up”.
From the bistros in the streets and lanes to the boutiques of various countries on taobao.com, local craft brands have frequently come out of the circle. The entry of HEMA, meituan and dingdong has pushed craft beer towards the direction of mass consumer goods.
In May this year, the year-on-year sales of HEMA craft beer increased by 369%; Dingdong shopping launched its own craft beer brand “1972 farm” in June. It has been on sale for two weeks, with a single product sales of 16000 cans a day. With the help of its own craft brands, the sales volume of dingdong buycai craft beer in June increased by more than 200% compared with the same period last year.
Along the way, the popularity of craft beer has not decreased. Under the heat, the elimination matches within the industry are also being staged at double speed.
Ding Dong buys vegetables at “1972 farm”. Source: Weibo
Just in summer, where does the wind of craft beer come from
Li Li works in an Internet company in Beijing. The craft bar is a regular meeting place for him and his friends. He has been to every craft bar in Dongcheng District, such as Dayue beer, jinga, youhang draft beer and cosmos.
Craft beer is more fashionable than Baijiu, more casual than cocktails, and craft bar is cleaner and more comfortable than large stalls for night snack. Rich flavors can meet everyone’s different needs. For young people like Li Li, craft beer represents a new social style of relaxation but not indulgence, style but not misconduct.
Beijing Dayue beer. Source: public comments
Before the mass production of craft beer, whether it was Qingdao, Budweiser, Harbin, Yanjing or Carlsberg, the beer produced and brewed by these large factories with unified process standards was called “industrial beer” or “industrial lager”. Subject to the cost and batch production mode, the wort concentration and hops flavor of industrial beer are relatively low, and the liquor taste is light and the taste is relatively single.
Craft beer was born of beer lovers’ boredom of industrial beer.
The so-called craft brewing emphasizes the integration of wort concentration, hops flavor and more brewers’ individual tastes. Compared with industrial beer, craft beer has low output, high cost, long production cycle and more complex flavor.
In the 1970s, the United States began to popular home brewed craft beer to replace traditional industrial beer, thus cultivating the world’s largest craft beer market.
China’s craft beer enterprises only began to appear in batches around 2008.
Master Gao baby fat IPA. Source: Jingdong commodity page
After ten years of development, the cognitive education of craft beer to consumers has seen the dawn.
A very famous Furi strawberry fruit beer in craft beer, which is a mixture of white beer and strawberry juice
With the continuous popularity of craft brewing, consumers gradually find that it is not a simple “Gui ti” of industrial beer. The price ranges and consumption scenarios of the two are different, and harmony but difference may be a better industry ecology.
At present, the pattern of China’s beer industry is stable, with the sales volume of the top five enterprises accounting for more than 90%. The industry is in a mature stage, and its development tends to stagnate.
Distribution map of China’s beer industry. Source: Minsheng Securities Research Institute
According to the data of the National Bureau of statistics, from 2013 to 2020, China’s beer production showed a downward trend, while the demand for high-end beer represented by craft beer increased against the trend.
According to the analysis of tmall beer trend white paper, the market growth rate of craft beer in China in 2021 has been far higher than that of the overall beer industry, with sour beer, fruit beer and IPA increasing by 45%, 35% and 19% respectively.
With the continuous optimization of the product structure, craft beer has provided a new market growth point for the beer industry, and grasping this tuyere may mean the possibility of reshuffling the beer industry.
Eight immortals cross the sea, where is the way to craft beer
Craft beer with high quality, multi flavor and high social attributes meets the diversified and personalized needs of young consumers, conforms to the characteristics of middle-class consumption upgrading, and is a new direction of consumption upgrading.
Craft bistro. Source: Baidu
However, at the same time, the penetration rate and consumption of craft beer in China are still relatively low.
According to the Research Report of Zheshang securities, the penetration rate of craft beer in China was only 2.2% in 2020, which still has a lot of room for improvement compared with the penetration rate of 12.3% in the United States. The overall craft beer industry still maintains the characteristics of small, scattered and chaotic. Craft beer “has categories but no brands”.
The rapid growth of market share, low market penetration, and the lack of leading brands have brought about the continuous popularity of craft beer track.
Since 2013, craft beer has continued to receive capital attention. With the help of capital, the leading independent craft brewers began chain operation, producing bottled / bottled beer and developing online sales. Leading breweries have also launched high-end beer products one after another, and craft brewing has begun to enter the traditional industrial beer channel.
After 2021, the financing obtained by independent craft manufacturers has continued to increase, and hundreds of millions of yuan of capital has entered the market, helping the commercialization and branding of craft brands. According to incomplete statistics, in 2021 alone, the financing of craft beer brands exceeded 1 billion yuan.
In July 2021, the craft brand xuanbo beer announced that it had completed the pre-A round of financing of 50 million yuan. Four months later, xuanbo obtained tens of millions of yuan of a round financing.
Another craft beer brand, panda craft brewing, has completed four rounds of financing in total. The investors include Challenger capital under Tang Binsen, founder of Yuanqi forest.
Panda craft. Source: Panda craft official website
Not only that, but big breweries have also come to an end, either incorporating or developing their own, in an attempt to start brewing as soon as possible
The American brewers Association’s definition of craft brewing is that its annual output should be less than 6 million barrels; The second requires craft breweries to maintain a high degree of autonomy, and non craft brewers or corporate institutions should not hold more than 25% of the shares. Under this definition, the “broken circle” of many craft beer is a paradox.
Rules and boundaries are still being explored. Besides the rules of capital, there are also craftsmen competing to speak out. The development of craft brewing in China is in the ascendant, and there is still a long way to go.
reference material:
[1] Analysis on the competition pattern and market share of China’s beer industry in 2021 five brands account for 90% of the beer industry, prospective industry research institute
[2] Development status of China craft beer industry, COFCO nutrition and Health Research Institute
Author: Brenda; Source: Xiaguang Agency (ID: globalinsights), reprinting has been authorized. Reprint authorization and media cooperation: Jennifer (wechat: 15151447934);
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Craft beer enters the knockout

但与此同时,国内的精酿啤酒渗透率和消费量还比较低。

浙商证券研报显示,2020年中国精酿啤酒渗透率仅为2.2%,对比美国12.3%的渗透率还有很大提升空间。整体精酿行业也仍然保持着小、散、乱的特性,精酿啤酒“有品类,无品牌”。

高速增长的市场份额,较低的市场渗透率,加上头部品牌的缺失,带来的是精酿啤酒赛道的持续热度。

从2013年开始,精酿啤酒持续受到资本关注。头部独立精酿厂商在资本的助推下开始连锁运营,生产灌装/瓶装啤酒,发展线上销路。头部啤酒大厂也纷纷推出高端啤酒产品,精酿开始进入传统的工啤渠道。

2021年以后,独立精酿厂商获得的融资不断加码,数亿元的资本入局,助力精酿品牌商业化、品牌化运营。据不完全统计,仅2021年,精酿啤酒品牌融资就超过10亿元。

2021年7月,精酿品牌轩博啤酒宣布完成5000万元Pre-A轮融资,4个月后,轩博再获数千万人民币A轮融资。

而另一精酿啤酒品牌熊猫精酿累计完成4轮融资,投资方包括元气森林创始人唐彬森旗下的挑战者资本。

熊猫精酿。图源:熊猫精酿官网

不光如此,啤酒大厂也纷纷下场,或收编或自研,试图尽快从精酿啤酒中分得一杯羹。百威啤酒于2017年收购拳击猫,嘉士伯于2019年入股京A,燕京啤酒和青岛啤酒也都相继推出了自己的精酿品牌。

精酿啤酒和线下的高度适配性,以及自带的“网红感”,也引起了餐饮行业的兴趣。巴奴、蜜雪冰城、星巴克、海底捞等连锁餐厅或饮品店都推出了精酿自有品牌。

其中,蜜雪冰城借由自家的芙鹿家便利店开设了“福鹿家啤酒厂”,将茶饮延伸到青年人的“早C晚A”(早Coffee,晚Alcohol)之中。该品牌目前门店数量在15家左右,在小红书上短暂“出圈”了一把,这也佐证了精酿啤酒赛道的持续火热。

福鹿家啤酒厂 。图源:知乎

此外,电商平台依托自身渠道和供应链优势,也在积极进军精酿啤酒领域。前文提到的叮咚买菜“1972农场”,主打只卖24小时的“日日鲜”精酿原浆鲜啤,而美团买菜、盒马生鲜也相继推出了自有品牌的精酿啤酒。

盒马生鲜的各类精酿啤酒中,口味丰富的果啤热度很高。在盒马的老用户林玲看来:“买的时候也没关心是不是啤酒,反正盒马自营一般都比较好喝,不太容易踩雷,就当喝饮料了。”

精酿啤酒已经由小酒馆的社区生意,转变为商业化、品牌化运营的消费品类,行业竞争正在不断加剧。入场的各方依托不同优势,通过品牌、渠道等多种方式来拓宽精酿啤酒的消费场景,解决精酿低市场占有率的问题。

目前来看,随着精酿啤酒热度上升,激烈的竞争正在加剧行业内部的淘汰速度。企查查数据显示,近年精酿啤酒相关企业注销吊销量逐年上升。2016年,仅有3家相关企业注销吊销,但2021年,这一数字上升至323家。

可以预见的是,未来仍会有大量精酿品牌不断涌现。也许中国的精酿啤酒发展也会与美国一样,最终占到啤酒市场总份额的1/3左右,跑出云岭这样的本土头部精酿品牌。

美国云岭酒厂 。图源:百度

然而环顾全球,关于精酿啤酒,至今没有一个统一的标准。

美国酿造者协会对精酿的定义第一条,就是其年产量要小于600万桶;第二条则要求精酿酒厂保持高度的自主性,非精酿酿造者或公司机构占股不能超过25%。在这种定义下,很多精酿啤酒的“破圈”都是一个悖论。

规矩与方圆还在探索之中,资本的规则之外,还有精酿人在争相发声。中国的精酿发展方兴未艾,前路还长。

参考资料:
[1]《2021年中国啤酒行业竞争格局及市场份额分析 五大品牌占据啤酒行业九成》, 前瞻产业研究院
[2]《中国精酿啤酒产业发展现状》,中粮营养健康研究院
者:Brenda;来源:霞光社(ID:Globalinsights),转载已获得授权。
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