Nan Fang Du Shi Bao·2025-07-28 05:10Core Insights - The traditional liquor industry is facing a generational shift, prompting major brands to focus on "lower alcohol content" to attract younger consumers [1][2][5] - Major liquor companies are launching products with lower alcohol levels, such as Wuliangye's 29-degree "Yijian Qingxin" and Luzhou Laojiao's 28-degree Guojiao 1573, in a competitive "lowering alcohol content" race [1][2][10] Group 1: Market Trends - A significant portion of the younger demographic (ages 20-35) prefers beer (52%) and foreign wines (29%) over traditional liquor (19%) [5] - Research indicates that 25.33% of consumers find high-alcohol liquor (over 50 degrees) too strong, with 45.33% believing it does not suit modern preferences [2][5] - The trend towards lower alcohol content is seen as essential for capturing the future of the liquor market, with companies prioritizing product design and innovation to appeal to younger consumers [2][5] Group 2: Consumer Preferences - Younger consumers are shifting towards personalized, lower-alcohol, and aesthetically pleasing products, favoring "light social" drinking scenarios [2][5] - Despite the push for lower alcohol content, 32% of consumers are hesitant to try lower-alcohol products, believing that "20-degree liquor is not real liquor" [6][9] - The perception of lower-alcohol liquor as "bland" poses a challenge, as many consumers associate lower alcohol levels with a loss of flavor and richness [8][9] Group 3: Production Challenges - The process of reducing alcohol content presents technical challenges, including flavor loss and potential cloudiness in the product [8][9][10] - Industry experts emphasize the need for advanced techniques to maintain flavor integrity while lowering alcohol content, indicating that lower alcohol products require higher production standards [9][10] - The complexity of producing lower-alcohol liquor is particularly pronounced in sauce-flavored liquor, which has a more intricate production process compared to strong-flavored varieties [10][12] Group 4: Financial Implications - The introduction of lower-alcohol products raises concerns about lower profit margins, as these products are generally priced lower than their higher-alcohol counterparts [14][16] - Financial reports indicate a decline in profit margins for companies like Luzhou Laojiao, with a noted decrease from 88.3% to 86.51% over recent years [14] - Despite the popularity of lower-alcohol products, there are concerns about their impact on overall revenue, as they are often sold at significantly lower prices compared to traditional high-alcohol products [14][16] Group 5: Industry Outlook - The future of lower-alcohol liquor remains uncertain, with past examples like Jiangxiaobai illustrating the potential pitfalls of market trends that may not sustain long-term consumer interest [17][18] - The industry is at a crossroads, with major brands experimenting with lower-alcohol offerings while facing skepticism about their long-term viability [17][18]