[China Liquor Network] In recent years, with the young group to take over the core consumption of the main force, consumers' drinking concept is undergoing a huge change, low-alcohol wine has shown a strong demand momentum.
In the low-alcohol liquor circuit, Luzhou-flavor has always been an important force that cannot be ignored. Especially since the beginning of this year, wine companies in the low-alcohol circuit action frequently. For example, Wuliangye has increased the market investment of 39 degrees Wuliangye, Yanghe has launched a new 33.8° micro-molecular products, Luzhou Laojiao clearly stated that the share of 38 degrees national cellar has risen to 50%, and the future will unswervingly do low degree... As more and more wine companies increase the layout of low-alcohol alcohol, it continues to push up the heat of the low-alcohol alcohol track.
Luzhou-flavor liquor enterprises increase the layout of low-alcohol wine
In the first half of this year, a number of enterprises increased the low-alcohol wine track, and the consumption atmosphere increased significantly.
In May, the upgraded version of Wuliangye 45 degrees was officially listed, and it was promoted and cultivated in the best-selling markets of low-alcohol liquor such as Shandong and Hebei. This product as a supplement to the Wuliangye intergenerational series, mainly to meet the needs of more consumers for low-alcohol liquor. At the same time, Wuliangye made it clear at the 2023 annual shareholders' meeting that while optimizing and controlling the proportion of the eighth generation Wuliangye market, the new planned amount will tilt to intergenerational products including 39 degrees and 45 degrees Wuliangye.
On June 27, Luzhou Laojiao said at the 2023 shareholders' meeting that moderate wine and low-alcohol wine are one of the development directions of the future industry, and the current proportion of 38-degree national cellar 1573 has increased from 15% to about 50%. In addition, the shareholders' meeting also revealed that at present, the proportion of low and high has been basically equal, which is enough to show the scale and influence of low cellar 1573 in the high-end wine market.
From the initial research and development to the current market performance, Luzhou-flavor has always maintained a leading position in the low-alcohol liquor circuit. On the one hand, Luzhou-flavor wine adopts segmented wine picking, which can reduce the content of higher fatty acid esters in wine. Luzhou-flavor liquor adopts the process of "thousands of years old cellar and thousands of years bad", which is the key to ensure that the basic wine body is "high but not strong, low but not light"; On the other hand, Luzhou-flavor liquor has outstanding aroma and rich aroma components, which can still guarantee the taste characteristics of pure sweet and clean after reducing the degree. Therefore, the low-alcohol liquor on the market, strong flavor accounts for the absolute mainstream.
Based on this, Luzhou-flavor liquor has the unique advantage of being the most suitable for brewing low degree. Song Shuyu, chairman of the China Wine Association, also made it clear that lower alcohol and better flavor must be the development direction of Luzhou-flavor famous wines. From the perspective of market performance, Luzhou-flavor wine companies have the first-mover advantage on the low-alcohol liquor track, coupled with distributors and consumers, under the guidance of the trend of health, they have begun to re-recognize the value of low-alcohol liquor, and all parties have made concerted efforts to jointly promote the development of the low-alcohol wine market.
'Increase' in light alcohol market
The growing popularity of low-alcohol wine is the result of various factors.
The development of low-alcohol wine cannot be separated from the promotion of consumer demand and the support of policies. At present, the consumption trend of young people is obvious, and young consumers prefer to stimulate small, good taste of low-alcohol liquor. The wine industry will focus on a low degree tilt, is to seek a balance between enterprise development and consumer demand. At the same time, the relevant ministries have delivered positive signals of policy development. In 2022, the Ministry of Industry and Information Technology issued the Guiding Opinions on Accelerating the Construction of the Modern Light Industry System. It is clearly proposed that in the aspect of wine making, it is necessary to develop diversified, fashionable, personalized and low-grade wine products for young consumer groups and foreign consumer groups. It can be seen that the rise of young consumer groups, the promotion of policies, and the superposition of multiple favorable factors have brought greater imagination to the development of low-alcohol liquor.
The layout of low-alcohol wine track by the top liquor enterprises provides a feasible model for the development of low-alcohol liquor. Whether it is 39° Wuliangye or 38° Guojiao 1573, the low-degree "big single product" of these leading enterprises has broadened its own sales channels and has a strong weathervane effect. With the increase of the layout of leading wine companies this year, more and more wine companies began to pay attention to the low-alcohol circuit, and they will jointly promote the growth of the low-alcohol wine market.
From the market point of view, low-alcohol liquor can complement high-alcohol liquor to help famous liquor build stronger competitiveness in the regional market and achieve new performance growth points. At present, the liquor industry is in a deep adjustment period, and liquor enterprises urgently need to seek opportunities to achieve new breakthroughs. Based on the growth of consumers' demand for low-alcohol liquor, liquor enterprises have insight into this trend, timely adjustment of product strategies, the launch of low-alcohol liquor in line with market demand, thus quickly occupied the market share, is expected to open up the second growth curve of enterprises.
At the same time, the low-grade products of high-end brands are constantly breaking the circle on the consumption scene, and gradually matching with the high-end political and business scene. In the past, low-alcohol liquor is often considered not suitable for appearing in high-end political and business scenes, but now high-end brands of low-alcohol liquor are gradually cutting into part of the political and business scenes, such as 39 degrees Wuliangye, 38 degrees Guojiao 1573, 43 degrees Feitian Maotai, 42 degrees Qinghua Fenjiu and other products can not only stop in the "face", but also fit the consumption trend. At the same time, the current commercial mainstream consumer price belt focuses on 300-600 yuan, which happens to be the price belt of low-alcohol products, providing a great consumption scene for low-alcohol liquor.
At present, low-alcohol liquor is in the competitive situation of "a hundred schools of thought contend". Relevant data show that the market size of low-alcohol wine is expected to reach 74.26 billion yuan in 2025, and the compound annual growth rate from 2021 to 2025 can reach 30%. Under this growing trend, whether low-alcohol wine can become an incremental market for wine enterprises remains to be tested by the market and time.