At this year's National Fall Sugar & Wine Fair, many attendees noticed that craft beer was widely present at the show. Unlike traditional beer booths, the presence of craft beer is more flexible.

A beer researcher pointed out that the concept of craft beer has gained popularity from its emergence a few years ago. In the eyes of many people, craft beer is synonymous with high-end beer, high-quality beer. As China increasingly enters the era of private labeling, those flexible and diverse modes of operation provide opportunities and access for the rapid development of craft beer.

According to a study by Facts and Factors, the global market for craft beer will be approximately $110 million in 2019. The market is expected to grow at a CAGR of 8% to reach around $200 million by 2026.

Increased consumer preference for lower alcohol is the main driver of growth in the target market. Of course, the exotic flavor of craft beer is also one of the factors driving the growth of the target market.

Domestic craft beer brands emerge

Most of the beer brands that appeared at the National Sugar and Wine Fair a few years ago were foreign imports, while the domestic ones were mainly concentrated on a few strong brands, while this year's fall National Sugar and Wine Fair featured more lesser-known brands, and most of them were craft beers.

Attendees will see nearly 100 craft beer exhibitors, including Tsingtao Beer, Cedi Beer, Handel Beer, Shengzhou Beer, Lanling Beer, Impression Craft Brewing, Shanshui Fresh Beer, Laoshijia Beer, Fugabao Beer, and Paixen Red Beer.

In recent years, traditional industrial beer has gone downhill, not only in terms of low profits, but also in terms of fierce competition.

China's beer production continues to decline, while consumption of mid- to high-end beer continues to grow. This undoubtedly provides craft beer with an opportunity for rapid growth. The market demand for middle and high-end beer products has driven businesses across the country to get on board.

Many attendees came to the booth, which featured original Moutai Town craft beer, to taste it. Qiandao Lake Beer from Zhejiang Province presented ? Thousand Island Lake Beer is committed to building a world craft brewing incubation platform to provide beer lovers with more diverse choices? The concept of Thousand Island Lake Brewing is to provide more choices for beer lovers. The booth of Only Brewing Brewery showed a one-stop? Raw material + technology + product? The booth demonstrated the one-stop process of "ingredients + technology + products" and shouted "Wake up the craft brewing industry". Wake up the craft brewing industry? slogan.

It is understood that, as craft beer production input can be large or small, the annual output of these exhibitors ranges from a few hundred tons to tens of thousands of tons. A senior expert forecast said that in 2018, China's craft beer consumption of about 829,000 kiloliters, craft beer consumption accounted for 2.1% of beer consumption; in 2019, China's craft beer consumption of 873,000 kiloliters, accounting for about 2.4% of the consumption of beer; in 2020, this figure will continue to rise.

Personalization adds color to private label era

The practitioner, who has more than a decade of experience in wine sales, started running a craft beer business two years ago. He said: ? The market for wine is rather chaotic and too competitive. After several investigations, I decided to embark on a craft beer project.In 2019, I visited several craft beer companies in Shandong and Henan to cooperate, and the market feedback was more satisfactory.?

It is understood that the craft beer producers across the country have different operating concepts, some just sell the corporate brand, some policy support for agents, and some can be OEM (OEM? generally refers to original equipment manufacturers) OEM. Due to differences in process formulas, raw material costs, the same malt degree, the same alcohol varies.

Industry insiders have reported that the same product a ton of difference in price can be as much as seven or eight hundred dollars, which makes a lot of businessmen who have been engaged in craft beer agents want to look for more cost-effective products at the Sugar and Wine Fair.

In the first few years, the domestic beer giants of large-scale expansion and mergers, the implementation of a high degree of uniformity in the technical process and raw material ratios, so that the style, taste, personalized distinctive real estate beer has become a very similar taste, drinking Tsingtao Beer in Sichuan and Shandong drinking Tsingtao Beer is almost no difference. And craft beer to meet the maximum consumer experience of different flavors!

In the 103rd National Sugar and Wine Fair theme forum, Chen Liping, executive director of the China Consumption Big Data Research Institute, pointed out that the development of private labels has entered a fast-growing era, and the model of craft beer aptly caters to the opportunity of this era, and I believe that the craft beer brand? It is believed that craft beer brands will blossom. will be even more exciting!