华润啤酒携手歪马送酒推出“雪花全麦白啤” 加码即时零售新赛道

Core Insights - The launch of "Snowflake Whole Wheat White Beer" marks a significant collaboration between China Resources Beer and the instant retail platform Yima Songjiu, indicating a shift from traditional supply and sales relationships to deep integration and value co-creation [1][2] Group 1: Product Launch - "Snowflake Whole Wheat White Beer" is the first customized product developed through the strategic agreement signed in March 2025 between China Resources Beer and Yima Songjiu [1] - The product is priced competitively at 7.5 yuan per can (500ml) and 74.9 yuan per box (12 cans), aiming to penetrate the market with a strong value proposition [1] - The product was launched on December 5, available exclusively through Yima Songjiu's network of over 2,000 terminals, offering an average delivery time of 15 minutes [1] Group 2: Strategic Collaboration - The partnership addresses the long-standing challenge of disconnection between traditional beer companies and end consumers, utilizing consumer data from instant retail platforms to guide product development [2] - The launch exemplifies the ability of traditional beer companies and emerging instant retail platforms to collaborate effectively, responding quickly to market demands and creating popular products [2] - The ongoing strategic collaboration is expected to foster a more agile, efficient, and personalized beer consumption ecosystem, benefiting the entire beverage industry [2]