Why do young people like beer now? I am already experienced in the late-night snack stall, facing so many young people ordering beer. I gradually discovered that contemporary young people like to drink beer and prefer the value for money of beer.
Beer is a basic drink that everyone has tried before. Whether it is having dinner with colleagues at the company or having skewers with friends at a street barbecue stall, it has always been a favorite after work. , the companion who nourishes the interest of our life. First, young people have diversified beer consumption tastes. ?
Young consumers are not only satisfied with drinking traditional brewed beer, but are also willing to try beer with a wider variety of flavors and better quality. ? Many young consumers will be curious to try and drink some higher-quality beer. ? With consumption upgrading, price is no longer the decisive factor for young consumers to purchase beer.
An industry survey shows that nearly 40% of Chinese consumers are willing to pay higher prices for higher-quality beer. Second, young people have higher requirements for beer consumption quality. ? Nowadays, the younger generation of consumers, especially the Millennials, not only have requirements for the taste of beer, but also pay more attention to health. Low calories and low alcohol content have become the two major development trends in the beer industry. ? Young people are happy to enjoy tipsy moments, making low-alcohol content an emerging trend. Many beer brands have even launched zero-alcohol product lines.
Budweiser has previously predicted that sales of low- and zero-alcohol beers within the group will account for about 20% of total beer sales by 2025. Third, young people consume beer more self-consciously. ?
Under the trend of younger beer consumption, young consumers are more self-selected and more casual, which requires the beer brand to be younger. ? In recent years, many Chinese beer brands have adopted fashion, trendy and national trends, playing with new trends and winning the favor of many young consumers. ?
More importantly, for young people, beer is more like a social culture. For example, light-bodied, low-hop, low-alcohol beers, and some refreshing flavors are all consumed by young people. It is regarded as a social beer.
However, because professionals are busy with work and do not have time to have some basic understanding of beer, many people only know three kinds of beer every time they go to various occasions: Tsingtao, Harbin Beer and Snowflake.
It doesn’t matter when I drink, but every time I find that my beer knowledge is not enough on important occasions. Fourth, the influence of wine table culture.
When it comes to drinking, many young people have a tragic feeling of going to the gallows, because the Chinese believe that "it is better to have a rotten hole in the stomach than to have a crack in the relationship." In the eyes of the Chinese, drinking Afterwards, he uttered the truth and collapsed after drinking. Everyone saw his ugly appearance. This is the most sincere side, also called "showing the animal side". This inevitably reminds people of greasy middle-aged people. Young people don't want to do this, but sometimes they have to drink it due to various realities.
First of all, remember an iron rule: it is much easier to refuse at the beginning than to stop after drinking. Writer Liang Wendao shared his experience and said that the wine bureau has started to list the reasons why you can't drink, such as religious beliefs and physical reasons, and people really don't dissuade you. But some people worry, will doing so destroy interpersonal relationships? Because the domestic drinking culture is a bit self-centered and not very considerate of other people's feelings - just to save face.