Say goodbye to volume to win the craft beer market is gradually opening

On June 25, Yanjing Beer announced that the company launched a new national big single product "Yanjing V10 Craft White Beer" with the help of the tasting meeting; on June 27, Guangzhou Huadu Sibu Group announced that it will create a win with Guangzhou Pharmaceutical Reached a strategic cooperation and launched a new craft beer product - Wanglaoji Beer "Bei Hi Beer"; on July 1, the production ceremony of Hanyuan Sichuan pepper craft beer was held in Ya'an, Sichuan, with an annual output of 6,000 tons of Hanyuan pepper craft beer officially put into production… …In recent years, the craft beer track has been heating up rapidly.

In the context of consumption upgrading, the domestic beer market is developing towards high-end, and the popularity of craft beer is a typical representative

The craft beer track is heating up rapidly

China's beer production peaked in 2013 and has since declined year by year

"Looking at the entire beer industry, the giants are upgrading their products and deploying high-end products

Craft beer is also called workshop beer, and its concept originated from the United States

From 2015 to 2017, craft beer brands such as Zebra Craft Brewing, Panda Craft Brewing, and Master Gao received financing.

Euromonitor International predicts that compared with the near-saturated state of China's low-end beer market, the craft beer market in high-end beer will grow to 75.

"The market share of some domestic beers has been replaced by craft beers, which is inevitable

Multiple opportunities continue to help

Craft beer has become more and more popular in people's field of vision.

In addition to the drive of consumption upgrades, the popularity of craft beer also requires the help of young people

In addition, the year-on-year decline in China's beer imports has also provided development opportunities for craft beer

Guide the development of industry norms

Although the development trend of craft beer is improving, it is still a niche industry, neither a mature industry chain nor an industry unicorn has been born

Fang Gang said that at present, the high-end beer in China is mainly concentrated in two different directions: brand and category.

Xia Yulin, founder of Panda Craft Brewing, said that craft beer is an imported product.

What's more, as the popularity of craft beer grows, the industry also faces regulatory development issues

"For example, the general wholesale price of ordinary beer is only about 3 yuan, but as long as it is labeled as a craft beer, the price can be doubled or tripled, and it is difficult for ordinary consumers to accurately identify

In October 2019, the group standard "Workshop Beer and its Production Specifications" issued by the China Alcoholic Drinks Association was officially implemented, which defined the workshop beer and its production facilities, and set up corresponding production equipment and production qualifications.
standards, but group standards themselves are not mandatory
.
Industry insiders believe that the craft beer industry has also arrived at the time to "broaden entry and strictly control" to avoid the prosperity of the craft beer industry becoming a flash in the pan
.

In May of this year, the China Alcoholic Drinks Association announced the establishment of the China Alcoholic Drinks Association Workshop Beer Committee, and hopes to further strengthen and play a regulatory role in the industry
.
He Yong, secretary-general of the China Alcoholic Drinks Association and chairman of the Beer Branch, said that the committee will discuss how to regulate and empower the industry in terms of quality, brand, market and channels
.
For example, the statement of craft beer itself is not standardized.
The State Intellectual Property Office has given China Wine and Spirits negotiation and bid approval.
The China Wine Association will certify the workshop beer in the future.
Only beer companies that meet the standards can use the workshop certification, thus Avoid bad money driving out good money
.
At present, China's high-end beer consumption market share accounts for less than 2% in the industry
.
He Yong predicts that in the next 3 to 5 years, this proportion will jump to 15%-20%
.
"In the process of transformation and development of the beer industry, it is necessary to establish a strict quality standard system for craft beer to prevent confusion and damage to consumer confidence
.
"

　　(Comprehensive arrangement by Gu Yufei)

　  "China Food News" (July 12, 2021 07 edition)

　　(Editor-in-charge: Gu Yufei)