Sou Hu Cai Jing·2025-12-22 08:17Core Viewpoint - The recent data from the Ministry of Civil Affairs indicates a significant increase in marriage numbers, with a 23% year-on-year rise in the third quarter of 2025, reaching a record high of 5.122 million couples. This has led to expectations of a recovery in the liquor market, yet contrasting trends are emerging, as exemplified by the founder of Bawang Chaji's wedding, which featured tea instead of traditional liquor, signaling a shift in wedding customs [1][11]. Changes in Wedding Banquet Alcohol - The traditional wedding banquet alcohol selection has evolved, with high-end liquor no longer being the sole focus. Low-alcohol beverages and tea are now prominent, while red wine is declining in popularity. The market is seeing a shift towards new combinations of alcohol, with over 50% of new wedding packages featuring low-alcohol and fruit wines [2][4]. - In regions like Sichuan and Fujian, traditional preferences for high-end spirits are being replaced by whiskey and low-alcohol options, reflecting a broader trend of budget segmentation based on urbanization and consumer demographics [2][4]. Shift in Consumer Authority - The decision-making power regarding wedding alcohol has shifted from older generations to younger couples, who prioritize personal preferences and budget considerations over traditional expectations. This new generation favors lighter, more affordable options that enhance the celebratory atmosphere, moving away from the notion that high alcohol content equates to respect [4][5]. Market Dynamics and Challenges - The 23% increase in marriage numbers presents opportunities for the liquor industry, but it does not guarantee growth for all companies. The banquet market, valued at 250 billion yuan, remains a critical segment for traditional liquor, yet the competition is intensifying with the rise of new beverage categories [6][8]. - The industry faces challenges such as category fragmentation, with new products like Qingmei wine gaining popularity, and the pressure of price competition as younger consumers opt for mixed beverage packages to manage costs [8][9]. Insights for the Liquor Industry - The emergence of non-traditional beverages at weddings, such as tea, highlights the need for the liquor industry to adapt to changing consumer preferences. Understanding the emotional and experiential needs of younger couples is crucial for capturing market share in the evolving banquet landscape [11].