打造百亿级现象单品，泸州老窖推动行业进入“高低度并行”新时代

Core Viewpoint - The white liquor market in China is transitioning from a focus on quantity and showmanship to an emphasis on experience and comfort, driven by rising health awareness among consumers and the emergence of the "tipsy economy" [1] Industry Trends - The production share of low-alcohol liquor in China is expected to rise from approximately 15% in 2022 to over 25% by 2024 [1] - The market size for low-alcohol liquor is projected to exceed 74 billion yuan in 2023, with an annual growth rate of 25% [1] Company Strategy - Luzhou Laojiao has successfully positioned its low-alcohol product, "38-degree Guojiao 1573," as a phenomenon in the market, achieving a market share of over 100 billion yuan [1][6] - The company has been proactive in addressing consumer misconceptions about low-alcohol liquor, recognizing the demand for healthier and more comfortable drinking experiences [2][3] Technological Advancements - Luzhou Laojiao has invested decades into overcoming technical challenges associated with low-alcohol liquor production, ensuring that flavor quality is maintained despite reduced alcohol content [3][4] - The company has developed a unique three-part process involving segmented distillation, ceramic jar aging, and precise blending to maintain flavor integrity [3][9] Market Positioning - The "38-degree Guojiao 1573" has become a key driver of Luzhou Laojiao's low-alcohol strategy, with sales expected to surpass 20 billion yuan in 2024, accounting for 50% of the brand's total sales [8] - The product has redefined consumer perceptions of low-alcohol liquor, establishing it as a mainstream choice for high-end occasions such as business banquets and weddings [8][9] Future Outlook - Luzhou Laojiao plans to introduce a new 28-degree version of Guojiao 1573, further expanding its low-alcohol product line [9] - The company's success in the low-alcohol segment signifies a shift in the industry towards recognizing the value of low-alcohol products as high-quality and scalable options [9]