Whisky rounds up young people

Into January 2023 so far, a new Chinese whisky bar in Beijing, the owner of small f almost no rest. After the relaxation of the epidemic, the opportunity of food and beverage appeared, which fell to the drinking thing, he must grasp whisky course the opportunity.

Helen Division's successful listing allows assets to focus on the "young people drinking" business, but Helen Division's extreme cost performance positioning also determines the audience crowd limitations. In the past two years, Berry sweetheart, horsepower tons and other new brands of low wine burst into popularity, but once deep in the wave of financing to reduce the temperature.

However, the young people's wine business never stops. Moutai, Wuliangye, Laojiao, Yanghe and other head liquor brands, from 2012 onwards one after another launched for young people wine, cocktails, pre-mixed wine, plum fruit wine and other new categories and even new brands. after 2017, for young people wine market from the industrial stage into the market era. Among the traditional soft drink brands, Pepsi, Nongfu Mountain Spring and other FMCG companies and even new tea drink brands will go to do some products related to wine, such as hard soda bubbly, fruit ethanol tea and other goods.

But until today, there has not been a brand shuffle young people alcoholic beverage market. In the increasingly segmented and diverse alcoholic beverage market, who are trying to round up more and more young people who say no to the drinking culture.

Young people's wine drinking stigma chain, love fruit wine and whiskey

The Rees Consulting report points out that in the two traditional wine and beer categories outside of new alcoholic beverages, young people prefer fruit wines and whiskeys represented by plum wine, and are more resistant to traditional spirits such as white wine, vodka and yellow wine, constituting a chain of contempt for carpet and hard floor steam cleaner alcoholic beverages in the mind.

But at the same time, the research found that young people also reject too light, if it is three degrees with five degrees drinking a lot like a drink, and can not bring the pleasure of the drinking process. So there is a certain degree of alcohol, but also like a light degree of about 10 degrees is relatively common recognition and popular among young people after drinking.

Distinguished from the traditional three major alcoholic beverages of liquor, beer, wine, the range of low alcohol contains fruit wine, pre-mixed wine, rice wine, sparkling wine and many other categories of new alcoholic beverages. However, the market performance of the previously asset-seeking low alcohol category and brands over the past year looks somewhat low-key. A senior wine lover even made the point to Titanium Media App that, in his opinion, low-grade wine looks a lot like "mouthwash" to wine lovers.

Panda Capital investment manager Liu Saige has pointed out that low wine play if subject to product homogeneity, situational limitations, revenue breakthrough billion are difficult, focus on the scene so as to expand the category, or crack the law. Assets in the direction of investment, but also need more from the "concept of gambling" to look at the data and growth model.

The brand utility of famous domestic wine companies also failed to play a better role in the fruit wine low wine. On the contrary, whisky Kids21 is becoming the new dark horse in the alcoholic beverage sector.

Whiskey this category for young people, the degree of recognition relatively beyond brandy, rum, gin and other categories did not break out from the "foreign wine". After all, young people's perception of most categories of "foreign liquor" is relatively vague. And young people whiskey, can become a new opportunity to twist the field of alcoholic beverages?