蜜雪冰城开卖啤酒！平价精酿补位“晚A”消费

Core Viewpoint - Mixue Ice City has expanded its business into the alcoholic beverage sector by acquiring a 53% stake in Fresh Beer Fulu Family for a total price of 297 million yuan, marking its entry into the beer market and establishing a full-day consumption strategy with offerings for both coffee and alcohol [2][3][4]. Group 1: Business Expansion - The acquisition of Fresh Beer Fulu Family allows Mixue Ice City to extend its product offerings from tea and coffee to include alcoholic beverages, specifically targeting the evening consumption market [3][4]. - Fresh Beer Fulu Family, founded in 2021, has rapidly expanded its presence with 872 stores across 28 provinces, including 40 in Guangdong, and operates during peak evening hours to capture the nightlife market [14][18][20]. Group 2: Market Strategy - Mixue Ice City continues its "affordable" strategy, with products priced competitively, such as fresh beer starting at 5.9 yuan, aligning with its established brand positioning [10][11]. - The company aims to leverage its supply chain and nationwide distribution network to drive down prices in the craft beer market, potentially reshaping the competitive landscape [49][50]. Group 3: Industry Insights - The craft beer market in China is projected to grow from 6.8 billion yuan in 2023 to 11 billion yuan by 2028, indicating a significant opportunity for Mixue Ice City to capitalize on this trend [46]. - The shift towards affordable craft beer could lower entry barriers for consumers, contrasting with the traditionally high pricing of independent brands and bars [48].