泰山啤酒“东方草本”新品加冕大奖，引领国潮原浆新潮流

Core Insights - The "Oriental Herbal" craft beer series launched by Taishan Brewery has received positive market performance and industry recognition since its introduction in 2025, with steady sales growth and increasing repurchase rates, particularly for the red bean and coix seed craft beer, which won the prestigious "Qingzhao Award" in the Chinese liquor industry [1][3] Product Performance - The "Oriental Herbal" series includes four products: red bean and coix seed, chrysanthemum, bergamot, and red date and goji berry, all of which have been well-received in the market [1] - The series has achieved a "good start" in terms of market performance and industry evaluation, with the red bean and coix seed craft beer being highlighted for its quality and innovation [1][3] Industry Recognition - The "Qingzhao Award," established in 2015, serves as a benchmark for industry development, with this year's beer category attracting over 60 products, of which 20 were recognized for their quality and creativity [3] - The inclusion of Taishan Brewery's "Oriental Herbal: Red Bean and Coix Seed" craft beer in the award highlights the growing prominence of Chinese-style beers and the use of traditional ingredients [3] Consumer Insights - Research indicates that 40% of new products globally incorporate herbal ingredients, reflecting a significant consumer demand for personalized and differentiated products [5] - The "Oriental Herbal" series was inspired by the historical use of herbal ingredients in China, aligning with consumer preferences for health-oriented and culturally relevant products [5] Production Techniques - The four craft beers utilize top-fermenting yeast, undergo a 30-day extended fermentation process, and employ a centrifuge filtration method to integrate various herbal essences into the beer [7] - The unique brewing process allows consumers to experience a blend of malt, hop, and herbal aromas, providing a distinctive tasting experience [7] Market Strategy - Taishan Brewery has increased its investment in product innovation, launching several new products that cater to evolving consumer needs and preferences [7] - The company is expanding its market reach through enhanced partnerships with major e-commerce platforms and nationwide store expansion, leading to improved market penetration [7]