However, on the consumer side, the place where wine and drinks must be fought for, especially in the sinking market, low-grade wine is slightly cooler. Most consumers in the sinking market have not even heard of the brand of low alcohol, much less remember the brand name of this category. Low-density wine is most dependent on the offline catering scene, and most of the new brands are in a state of absence, resulting in the low-density wine market being firmly controlled by Jiang Xiaobai and RIO. In the end, the low degree of wine belongs to the real wind mouth?
"Low alcohol" refers to fruit wine, sparkling wine, plum wine, rice wine, pre-mixed wine and other categories of alcoholic beverages, alcohol content is generally below 20 degrees.
This category of products is inexpensive, slightly sweet taste, packaging tends to be youthful, from the taste and positioning, it is very obvious to cater to the taste of the "Z generation".
Numerous new brands of low alcohol have been exposed in the live video broadcasts on Jitterbit, Taobao, and Weibo, and a lot of grass has been planted in Xiaohong book. According to relevant data, more than two thousand new brands of low-density wine were added to Tmall in 2020.
In the first-tier cities, box horse fresh life, KKV and other beauty, trendy collection of stores, low wine are sold, they are different from other drinks, generally colorful, small capacity, but has a delicate packaging design, has become an indispensable part of the "trend of life".
"White wine after 70s, red wine after 80s, and beverage alcohol after 90s" is the best interpretation of the current phenomenon, and with young people, especially women, joining the table, low alcohol has become one of the must-have choices for dinner parties.
Zhu Qing, who is in her early twenties, has been working for less than a year and is particularly curious about "wine culture". Compared to traditional wine, liquor, or beer, she prefers a small bottle of low alcohol after work. "At first I just wanted to try something new, but then I realized that these kinds of fruit wines have a lot of flavors and taste good, and they are better than beer." She said she has drunk more than a dozen brands of low-density wine, the taste is even more, "after tasting a variety of, my favorite is a sugar-free sparkling wine, new products have honeydew melon, cream, cherry blossom, lychee and other flavors, each of which I think is more drinkable. In the box horse fresh life such as fresh supermarket can be bought, the e-commerce platform can also, usually will take advantage of the online holiday activities to buy more, after all, the activities of the preferential strength is still very big."
Low wine lovers, most of them are just adult students and just joined the work of young people, this group of people dare to taste, full of curiosity to try the first wine, low wine and fruit-flavored drinks like the sweeter taste, so that this group of people feel able to adapt.
Compared with the highly mature liquor in the beer industry, low alcohol with big market prospects and growth space is more suitable for capital intervention. From this year's Tmall 618 wine sales data, during the 618 period, low alcohol year-on-year growth exceeded 90%, low alcohol category sales of six new brands in the top ten, represented by the 95 consumer groups to support this part of the sales. Young consumers make the low degree of wine has a larger future market.
Low-liquor repeats the road taken by e-cigarettes, milk tea, hanfu, blind boxes and other net red products, oriented to young people's groups, making young people's products the new wind mouth. Since last year, snow plus, Flow, YOOZ and other part of the electronic cigarette company executives have entered the low degree of wine company, and all chopped financing.
Once the milk tea, Chinese dress, blind box and other industries are capital to see the right, and out of the listed companies. Today's low alcohol track, still in the chaotic jungle state. Can the capital of low alcohol win the bet this time?