This article is from WeChat official account:BAI Capital (ID: BAI_VC), author: Zhong into Lin Lan, Wo Xuan Hao, head Figure from: vision China
Bump up at parties and play dead in the bar.
For every contemporary young man who proclaims “no alcohol”, how to selectively drink in social situations has become a knowledge worth studying. For beverage companies, the consumption preferences of contemporary young people, like their erratic performance in the wine bureau, have become a metaphysics.
While having another glass of Mojito, I have to apologize fancyly for rejecting the leader’s toast. In the face of physical and mental health and social networking, contemporary young people are simply too southern. | bizevdeyokuz.com
Although there are many data showing that traditional liquor represented by Moutai is losing a generation of young people, the growing market for pre-mixed and low-alcohol liquors and other emerging beverage categories hints at another paradoxical reality: Contemporary young people do not like to drink, but no longer drink like before.
The wine list of contemporary young people has long been filled with all kinds of alcoholic beverages other than traditional liquor. Pre-mixed wines born in Europe and traditional low-alcohol wines that have returned strongly have now become a new source of happiness for young people.
The “2019 White Paper on China’s Alcohol Consumption Behavior” released by the Hurun Research Institute shows that women and post-90s alcohol consumption groups are rising in China. Some statistics have also shown that low-alcohol drinks such as fruit wine and foreign wine are rapidly gaining market share by virtue of high growth rates.
In 2002, Rui Ao began to sell. It is through Rui Ao that many people have entered the world of cocktails | Sina Weibo
There is no doubt that beverages have a strong social attribute. Behind different alcoholic beverages, there are different consumption scenarios hidden. To understand the consumption scenarios behind it, we need to start with the origins of different beverage categories.
1. Born in a bar, social interaction depends on it, the past of European and American pre-mixing
Different from the “drink a catty of wine, the wall will walk and I will not walk” hot liquor, a cocktail from the West (cocktail) The soft taste and rich changes are favored by young people today.
Although pre-mixed cocktails sold in cans or bottles are only 30 years old, ready-to-drink cocktails have a long history.
The predecessor of the cocktail is Punch (Punch), a type of mixing spirits, sugar, spices and various fruit juices in a large bowl Rough mad drink booze in. South Asia, which is rich in fruits and spices, is the birthplace of Punch. At the beginning of the 17th century, British sailors who served in the East India Company brought this magical oriental drink back to the motherland, and it became the fat house happy water popular in Britain.
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Punch is well tuned, gentlemen are indispensable, look at these sloppy English drunks, shame! | www.diffordsguide.com
Punch followed the British to North America and became a classic way of drinking rum with sugar and juice. Later, the German method of drinking spirits with syrup and liqueur, and the Italian method of drinking with bitter drinks, and the continuous integration of ancient punches, finally created a variety of cocktail recipes that people are now familiar with.
In 1806, the American Harry Crosswell(Harry Croswell, 1778~1858) has already begun to use the term cocktail to describe A new beverage based on spirits, mixed with sugar and bittering agents. At the time, cocktails were a very popular drink at election events, and the U.S. Democratic Party at the time was particularly keen on it.
Sure enough, no matter ancient or modern, at home and abroad, if you want to do big things, you have to go to the wine bureau. | vinepair.com
In 1876, Jerry Thomas, known as the “Father of Cocktails,” (Jerry Thomas, 1830~1885) published Created “Bartender’s Guide” (Bar-Tender’s Guide), Thomas’s extremely ornamental bartending techniques and creative bartending recipe , In one fell swoop turned the cocktail bartender into a cool profession.
Thomas’ unique work, the “blue flame” that tastes good and does not burn your mouth, it also has a high popularity in contemporary times | www.mixolopedia.com
The cocktail we know today was officially born.
Since its inception, cocktails have been closely connected with social scenes such as gatherings and events, and serving a glass of green wine under a red light has also become a long tradition of Western social activities since the 20th century.
In 1993, Two Dogs Alcoholic Lemonade (Two Dogs Alcoholic Lemonade) came out in Australia, and this new drink became popular in Europe and America. Pre-made cocktails in the true sense of the brand.
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The founder of Two Dogs and his grand product | dailytelegraph.com.au
Pre-adjusted alcoholic beverages(Ready-to-Drinks) also started the mass production of the brand and entered a new era. Today, pre-mixed wines can be divided into 4 major categories according to the types of base wines: spirit base, malt base, red wine base and other bases.
The most popular pre-mixed cocktails are spirit-based pre-mixes based on spirits such as rum, whiskey, and vodka, and malt-based pre-mixes based on malts such as beer. The ancient spirit-based pre-mixing has dominated the world in recent years, accounting for almost 64% of the industry’s sales.
In 2018, the annual sales volume of pre-mixed wine in the United States reached 1.01 million kiloliters, accounting for 23% of the global share, but still ranked second in the world. Speaking of which is quite surprising, the country that consumes the most pre-mixed wine in the world is actually Japan as far away as East Asia.
In 2018, Japan’s pre-made cocktailsThe annual sales volume reaches 1.3 million kiloliters, ranking first in the world. Different from the US version of pre-mixed liquor with malt-based as the mainstream, the Japanese version of pre-mixed liquor is based on spirits, showing a unique situation.
In the United States, malt-based premixes are the mainstream, which makes American premixes generally high in calories, such as this cola-flavored whiskey | Distillerytrail.com
Unexpectedly, the pre-mixed cocktails born in Europe and the United States have found the people who like it the most in the far east. Under the leadership of Japan, East Asia has become an important area in the pre-mixed wine market.
All this will start from 30 years ago.
Second, no one asked before, now it’s the beginning of the rise of Oriental pre-mixed wine
1. Japanese pre-mixed wine led by brewery
In 1994, the “lost thirty years” of the Japanese economy only reached its fifth year.
In order to increase taxation, Japan has clarified the industry standard for malt degree in beer. Beer with a malt ratio higher than 67% is defined as beer, and a tax of 222 yen per liter is levied, and those with a malt ratio below 67% are defined as beer. For sparkling wine, a tax of 152.7 yuan per liter is levied.
Who would have thought that the reform of the beer tax would give birth to a new category of beverages| nippon.com
In order to make more money and pay less tax, the competitive Japanese brewery used their brains to reduce the malt concentration in beer, and introduced new beverages. The familiar vocabulary of the drunkards such as “一番湯り”, “生”, and “発泡酒” began to evolve from sensory-stimulating advertising language to industry slang that implies the category of alcohol.
Neon Gold, after the economic bubble bursts, would not have thought that beer with a strong malt flavor will become increasingly difficult to drink in the future| TechNews.com
The two Japanese liquor tax reforms in 1996 and 2003 reduced the malt concentration of new Japanese beers all the way, and finally gave birth to the wonder of the beer world-the “third type of beer” with a malt ratio of 0%.
Since then, Japanese pre-mixed cocktails have made their debut in the name of “beer.” It is intriguing that the Japanese version of pre-mixed wine for tax avoidance considerations has not launched malt-based pre-mixed wine like the pre-mixed counterparts in the United States in order to reduce the malt concentration and improve the taste. A new road based on spirits.
In Japan’s beer beverage industry, these pre-modified cocktails with the name “Third Type Beer” have accounted for 38% of the market | nippon.com
Perhaps inspired by Suntory High-Ball(a drink of whiskey mixed with strong soda), the Japanese distillery subsequently developed a unique Japanese special pre-mixed wine: Chu-Hi(酎ーハイ), which is an alternative High made with Japanese shochu as a base and mixed with other beverages -Ball.
With the development of the times, today’s Chu-Hi in Japan is no longer confined to shochu. The pre-mixed drinks made from various non-whiskey spirits such as vodka, brandy, rum and other non-whiskeys mixed with fruit juices are all called Chu -Sold under the name Hi.
The ice of Kirin and Suntory’s -196℃ are the enduring hot items in the Japanese pre-mixed wine market|japaholic.com
The low-fruity Japanese Chu-Hi also accidentally opened up the drinking market for Japanese women. Men drank shochu and sake in the izakaya to get drunk, while women drank Chu-Hi at home to relax and gradually became A common phenomenon in Japanese society since the new century.
In 2018, Coca-Cola launched its first alcoholic beverage in Japan, and in 2019, it launched “Lemon Tang”, a shochu-based lemon-flavored alcohol drink brand. In the advertisement, Hiroshi Abe’s hotel owner captivated female customers with a glass of lemon shochu | Lemon Hall official website
The pre-mixed Japanese version of low alcohol, sweet taste, and one-person drink later indirectly inspired Chinese counterparts who were caught in a bitter market battle. The copywriting style of the Japanese version of the pre-bartending advertisement has also profoundly affected the Chinese counterparts.
Let’s find the difference between Rui Ao RIO and Suntory and Leyi | Official Website of Rui Ao RIO and He Leyi
2. Chinese pre-mixed wine with a group of heroes
The first to test the Chinese pre-mixed wine market was the Cuban rum manufacturer Bacardi(Bacardi), Bacardi Its Bing Rui (Breezer) pre-adjusted cocktail in 199It came out in 3 years and entered China in 1997. At that time, Bing Rui tried to reproduce the successful experience in London and other European and American cities, focusing on bars, KTV and other channels that seemed ungrounded at the time.
However, the western-style Bingrui has never been able to get a place in the nightclub. The price is low but Sprite and Coke cannot be sold. The high price does not squeeze into the lineup of luxury wines. The medium price will cause beer brands to besiege…Bitter After more than 10 years, Bingrui’s annual sales in more than a dozen well-known night markets in Shanghai have always hovered at the level of several million yuan.
Bingrui is almost an ice-breaking item in the Chinese pre-mixed wine market. How do you feel that the packaging is so familiar?
In 2008, riding the east wind on the rise of e-commerce platforms, Bing Rui began to explore the transition from night to matinee. Since 2012, with its successful implantation in “Love Apartment”, Bingrui ushered in the peak of the Chinese market. However, the good times did not last long. In less than two years, Bingrui, who was born in a wealthy family, was taken the top spot by another similar-looking Chinese domestic brand.
The bottles and jars on the tables of these men and women are colorful Bingrui | An episode of the third season of Love Apartment
This is the RIO RIO, which started on sale in 2002 and is still influential.
Almost at the same time that Bingrui’s TV series was successfully implanted, Rui Ao RIO invested heavily in hiring Zhou Xun as a spokesperson, and began to title or place commercials in multiple hit reality shows and TV series. , Rui Ao RIO defeated Bing Rui and became a momentary Internet celebrity. RIO RIO surpassed Bingrui to become the industry’s first in 2014, and in 2015 it pushed China’s pre-mixed wine market to its peak.
In the context of Rui’ao RIO’s popularity, traditional liquor brands have also begun to develop their own low-alcohol products.
In 2014, Wuliangye launched Dracula Chinese pre-mixed liquor with an alcohol content of 3% to 7%. In October of the same year, Shuijingfang established a pre-mixed cocktail subsidiary. In December of that year, Huiyuan, the leader in the juice industry, also launched The fruity cocktail product “really dazzling”.
Moutai then launched the blueberry-flavored low-alcohol pre-mixed wine “You Mi UMEET”, and Wuliangye launched the green plum flavored “Xianlin Green Plum”. Luzhou Laojiao, a “old” character, also launched its own “Peach Blossom Drunk” in 2016|jianiang.cn
However, the outbreak of pre-mixed wine brands did not usher in the market growth that matched it. After 2015, the bubble burst rapidly. Even the leading RIO RIO began to face the dilemma of a backlog of products and a hot market. Suddenly fell silent.
The turning point occurred in 2017.
In this year, the income of the emerging liquor brand Jiang Xiaobai exceeded 1 billion peopleRenminbi.
At this time, the major wine companies lost in the cool packaging and many flavors suddenly realized that they seemed to have mistaken the correct way to open the new generation of beverages.
Three, it’s not that you don’t like to drink, don’t like to drink like that, young people’s drinking metaphysics
Traditional liquor does not taste good, and its height causes physical discomfort. This is a common reason why young people refuse to drink traditional spirits. For young people, high-grade liquor is difficult to touch, and ordinary liquor is not accepted by young people because of its low feeling.
This has allowed major wineries to learn from the experience of RIO RIO and start to make a fuss about packaging and taste. However, the rise of a new generation of beverage brands such as Jiang Xiaobai has made the market realize that matching specific scenarios to meet the social needs of young people and provide them with an emotionally resonant consumer experience may be the only way to sell wine. Famen.
The pleasant, low-quality, exotic taste may be able to attract young people’s early adopters, but after all, it can only keep consumers’ mouths, not consumers’ hearts.
In the final analysis, as a fast-moving consumer product, the scene and purpose of consumption must be clear. What needs to be discarded is not so much the spicy taste experience of traditional liquor, but it is actually more useless social and workplace kidnapping that is strongly related to it. Renewing the social scene to truly meet the emotional needs of young people may be a point that needs to be focused on for current emerging beverage brands.
Currently emerging beverage brands have been playing the scene card, trying to closely integrate the brand and the scene, thereby establishing consumer awareness | WAT pre-mixed convenience store
Pre-mixed, low-alcohol, what is the wine that young people love to drink?
The answer may be simple: wine that has nothing to do with the wine bureau, and wine that is purely happy after drinking.
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This article is from WeChat official account:BAI Capital (ID: BAI_VC) author: Zhong into Lin Lan, Wo Xuan Hao