Guide: According to Roland Berger’s report data, in China, the main consumption age of liquor is mainly concentrated in 45 years old, while the post-80s and post-90s only account for 26% of the liquor consumption market.
[ Packaging and Printing Industry Network Industry Trends ] Recently, Yanghe Co., Ltd. launched a new "micromolecule" product. This product has a strength of only 33.8% vol and a capacity of only 100ml, which is different from the products launched by Yanghe in the past. It is understood that this product combines soft brewing techniques with modern micro-molecular technology. In terms of experience, it focuses on slightly drunk, has the characteristics of good drinking and not easy to get drunk, and directly hits young consumer groups.
In the past two years, rejuvenation has become a hot topic in the liquor industry. With various types and flavors of fruit wine and beverages available to young people, baijiu with high alcohol content and spicy taste is not very attractive to contemporary young consumers. According to Roland Berger's report data, in China, the main consumption age of liquor is mainly concentrated in 45 years old, while the post-80s and post-90s only account for 26% of the liquor consumption market.
In my impression, baijiu has a very high degree of adaptability to consumption scenarios such as banquets, business, parties, and gifts. With the continuous development of economy and society, high-end and fine-brewed baijiu have evolved into a symbol of identity and status. However, the rapid rise of a new generation of young consumers has forced liquor companies to change their development strategies and launch liquor products that are more personalized, suitable for more consumption scenarios, and more affordable.
Looking at the entire consumer market, the rejuvenation of liquor is mainly reflected in the following three aspects. One is cross-border joint name . Cross-border joint branding can use the brand effect of both parties to attract public attention, gain attention, stimulate consumption, and achieve a win-win situation. For example, in May 2022, Moutai and Mengniu jointly launched the 53-degree Feitian Moutai ice cream, which became popular all over the Internet once it was launched. Furthermore, Luzhou Laojiao and Zhong Xuegao launched "Fragmented Ice Cream" and Cha Baidao launched "Fragmented Milk Tea".
The second is that wine companies have increased the concept of "low alcohol". Traditional baijiu has a high alcohol content and a spicy taste, while low-alcohol liquor has a mild taste, which is suitable for young people who like to be slightly drunk. As low-alcohol wine has become a major trend, leading wine companies have entered the game. For example, Moutai launched "Youmi" blueberry wine; Wuliangye launched Xianlin green plum wine and Bailu pomegranate wine; Luzhou Laojiao successively launched fruit wine products such as "Huajianzhuo" and "Peach Blossom Drunk".
The third is that wine companies have made efforts in packaging design to make the packaging more in line with the aesthetic and consumption concepts of young consumers. Traditional liquor packaging is often bulky and not fashionable enough to attract the attention of young consumers. When it comes to the rejuvenation of liquor packaging, Jiang Xiaobai has to be mentioned. Since Jiangxiaobai established the brand in 2011, Jiangxiaobai has been committed to being "the first sip of baijiu for young people". Jiangxiaobai is mainly in 100ml small bottles, and various heart-felt copywriting is printed on the bottle to establish consumers' sense of identity with the brand. The packaging of Xiaolang wine is also very characteristic. Xiaolang wine is mainly in small bottles, with small capacity, but high quality and affordable price. It adopts a bottle design with the mouth on the left, and is vividly called "Waizuilang". The packaging is simple, but it is eye-catching.
In addition, baijiu is also popular among young consumers in the form of special mixed drinks. Drinking baijiu with coffee, Sprite, fruit juice and other drinks can not only reduce the alcohol content, but also bring consumers a multi-level drinking experience. experience. Today, the rejuvenation of liquor is the general trend. Starting from the alcohol content, packaging and other aspects, it will help meet the personalized and diversified needs of consumers and promote the transformation and upgrading of the traditional liquor industry.
