36度“轻口味”刷屏，牛栏山把年轻人看得更重了

Core Insights - The introduction of "Jinbiao Niu Qing Flavor" Baijiu represents a dual strategic significance: product value innovation and a youthful transformation in channels and communication methods [14] - The Chinese Baijiu market is entering a new competitive phase centered on "sensory optimization" and "scene penetration" [15] Product Innovation - "Jinbiao Niu Qing Flavor" Baijiu is a systematic reconstruction based on flavor science, sensory science, and brewing technology, aiming to provide a relaxed, low-burden, and high-comfort intoxication experience [3][5] - The choice of 36% alcohol by volume (vol) is based on the "flavor threshold theory," which indicates that key flavor compounds have the lowest sensory threshold in alcohol solutions of 30-40% vol, making 36% vol a "golden point" for flavor delivery [3][5] Production Techniques - Four major technological breakthroughs have been achieved: optimized microbial culture, low-temperature slow brewing, nano-purification, and golden ratio blending, ensuring that the product's "low burden" claim is a stable quality attribute rather than mere marketing [6][5] Market Positioning - The product is embedded in modern consumption scenarios such as "balcony barbecues" and "living room bars," capturing the changing landscape of Baijiu consumption driven by the rise of younger consumer groups [7][12] - The design and marketing strategies focus on appealing to younger consumers through trendy packaging, refreshing flavors, and interactive digital experiences [7][12] Consumer Engagement - The product's design combines classic and modern aesthetics, while its promotion of various drinking methods aims to create a "fun and relaxed social attribute" [9][12] - By integrating a QR code on the bottle that links to an official mini-program, the company has created an interactive experience that transforms drinking from a one-time event into an ongoing, shareable entertainment experience [12] Strategic Implications - Priced at 78 yuan per bottle, "Jinbiao Niu Qing Flavor" is a contemporary interpretation of the "people's liquor" concept, aiming to lower the drinking threshold and meet the health-conscious preferences of younger consumers [14] - This initiative reflects a strategic move by the company to solidify its market position while exploring new growth opportunities in a diversifying consumer landscape [14][15]