Young people like to drink low-alcohol, high-value wine.

　With the rise of young consumer groups, youth has gradually become the trend of innovation and development of brands. As a special category with a long history, wine has strong social attributes, and the consumption group and the consumption scene are more fixed. So it's important for liquor brands to figure out exactly what young people are drinking.low-calorie
liquor is a typical representative category of Chinese liquor, the market has given its very special role and role. In the consumer's mind, liquor is almost equivalent to "high alcohol", which is closely related to the definition of high and low liquor in China.
in China, the limit of high and low liquor is set at 45% vol, high wine: 45% vol. In contrast, in the European and American markets, spirits are usually below 40 degrees, while Japanese and Korean spirits are below 25 degrees.
, according to the China Wine Association, Chinese liquor is also developing at a low level. From 1975 to 1980, the output of low-level liquor in China was less than 1%, while in 1980-1985, the output of low-level liquor reached 20%;
, low-alcohol beverages are also growing rapidly. Drinks with an alcohol content of 0.5% to 7% vol are referred to in the industry as low-alcohol or low-alcohol beverages. The Asia-Pacific low-alcohol market is expected to grow by more than 8.5 per cent between 2019 and 2025, according to Global Market Insights, a global market insight firm. According to Nielsen Global Data 2019, the segment of low-alcohol beverages such as cocktails and low-alcohol sparkling beverages has seen triple-digit growth, with low-alcohol sparkling beverages growing by up to 193 percent and the trend towards low levels becoming more pronounced.
In addition to the trend towards low levels, young people who focus on health, especially body management, are more likely to choose relatively healthy low-alcohol beverages, such as low-sugar zero-sugar, low-card, low-carbon water with zero carbon water, and gluten-free.
with the continuous development of the times, women gradually break free from the traditional role of the shackles, "her economy" has begun to gradually show in various fields. The number of women aged 20-60 in China has reached 400 million, and for the liquor market, women's drinking has become a blue sea market that can not be ignored. Generally speaking, the female group is relatively inexperienced in drinking, so low alcohol is more in line with their needs, do not seek intoxication as long as micro-drunk.Improving drinkability
In August 2020, Guo cellar 1573 joined hands with musicians, architects, artists and other cross-border cooperation to create an art exhibition on the road of ice and fire, advocating ice drinking of liquor. In fact, as early as 2009, the national cellar 1573 has put forward the concept of cold drinking liquor, out of the first step of Chinese liquor ice drinking, and in 2018 began a large area of dissemination, in recent years, it has been committed to building a new style of ice drinking in the national cellar.
is this a new innovation attempt for liquor, or is it a flash in the pan with marketing as the goal? Some information can be obtained by combing through the history of Japanese whisky.
the 1960s, whisky was popular in Japan and had a lot to do with the way it was iced and water-cutn. For many Japanese consumers, spirits with an alcohol content of more than 40 degrees are difficult to drink directly, and diluting them to about 15 degrees by iced or iced water can make the whisky taste more soft and drinkable, while reducing the burden of drinking, but also can feel the soft and pleasant flavor of whisky. This way of drinking is more in line with the general drinking habits, but also by the young consumers who love whisky. In fact, such drinking habits evolved from drinking sake and eventually became a unique way of drinking in Japan.
in the 1980s, the Japanese whisky market, which had peaked, began to shrink and slumped at the turn of the century. A very important reason is that, as generations change, young consumers are less aware of whisky and think it's the older ones who drink it before they go to sleep, which is uninteresting. At this point, Sundelli's highball drinking method, which combined soda, whisky and ice, conquered a large number of young people in taste. Shondley also promotes whisky, marketing and consumer education by getting Highball into the house. This drinking eventually saved Japan's whisky market, and Sundry's whisky brand, Corner Brand, became a whisky brand that could be seen in Japanese-style cider houses throughout Japan and anywhere in the world, while Highball became one of the must-have drinks for young people to meet.high-faced value plus
in recent years, there is a wine in europe and the United States market gradually hot, that is, peach wine. With its own romantic rose red, peach wine is popular with young people, especially young women, and has become the darling of social software.
not all wines can be as high-value as mahogany wines, and there is more room for creativity in the packaging of wines. Many emerging brands rely on their unique packaging and pioneering design to attract the attention of young people, first catch the eye and then catch the appetite.
the absolute vodka that was born in Sweden is a very typical representation. In the 1990s, absolute vodka entered the U.S. market. In the minds of American consumers at the time, only vodka from Russia was authentic vodka. For the "authentic" positioning of Russian vodka, absolute vodka chooses to embark on the path of "innovation". By working with artists, movie stars, the rich and other social famous, absolute vodka has become a fashion personality of the trend idol, and finally conquer the vodka market.
different packaging forms also offer more possibilities for wine scenes. Canned wines have been recognized as an important category in the U.S. wine market in 2016, with U.S. canned wine sales up 43 percent to more than $45 million from June 2017 to June 2018.
"No one will be young forever, but someone will always be young." Young consumer groups are using their own unique way to build their own generation of drinking culture, low, low sugar, cold, social, face value and many other factors intertwined, is the young people want to drink wine, which contains huge category trends and opportunities, worthy of industry to explore and discover.
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