RIO想“灌醉”年轻人，12度小酒开售却遇冷

Core Viewpoint - RIO's launch of a new 12-degree flavored cocktail aims to capture a segment of the market that has shifted towards higher alcohol content, despite facing declining sales and increased competition in the low-alcohol beverage sector [1][2][16]. Product Launch and Market Position - RIO introduced its 12-degree flavored cocktails, available in three flavors: White Peach Cherry Blossom, Ice Wine Jasmine, and Golden Osmanthus, with a 300ml packaging [1]. - The pricing for the new product is set at 29.9 yuan per bottle and 129 yuan for a six-pack [1]. - This launch breaks RIO's previous alcohol content ceiling, which ranged from 3 to 8 degrees [2][4]. Market Trends and Consumer Behavior - The low-alcohol beverage market is becoming increasingly competitive, with RIO facing challenges from both established brands and new entrants [2][14]. - There is a noticeable shift in consumer preferences, with younger consumers moving away from RIO's traditional offerings, leading to questions about the brand's appeal [2][10]. - The initial online sales performance of the new product was underwhelming, with limited units sold on platforms like Tmall [8][9]. Financial Performance - RIO's parent company, BaiRun Co., reported a decline in revenue and profit for 2024, with a 6.61% drop in total revenue to 30.48 billion yuan [16]. - The pre-mixed cocktail segment, which constitutes nearly 90% of RIO's revenue, was the primary contributor to this decline, with a 7.17% decrease in revenue [17]. - The company has experienced a continuous decline in revenue for five consecutive quarters, indicating a challenging market environment [16]. Strategic Shifts - RIO's strategy to increase alcohol content in its products is seen as an attempt to cater to a broader audience, including young males and heavy drinkers, while also filling a market gap between low and high alcohol beverages [5]. - The brand continues to target female consumers with marketing strategies that emphasize social drinking and gifting [6]. - RIO's efforts to innovate and diversify its product offerings are ongoing, but the effectiveness of these strategies remains uncertain in the face of stiff competition and changing consumer preferences [21].