专访丨中国酒业协会工坊啤酒专业委员会副秘书长孟路：个性化场景释放京城精酿啤酒消费情怀

Core Insights - The craft beer market in Beijing has evolved from a niche hobby to a mainstream consumer choice over the past decade, with a significant increase in the number of craft beer bars and brands [1][6] Market Overview - According to a report by CICC, the craft beer market in China is projected to reach approximately 41.5 billion yuan in 2024, with expectations to exceed 100 billion yuan within three years, and a market size of 30 to 40 billion yuan by 2025 [4] - The penetration rate of craft beer in China is expected to rise to 6.3% by 2025, with consumption volume surging from 143,000 kiloliters in 2022 to 230,000 kiloliters, reflecting a compound annual growth rate of 17% [4] Current Challenges - Many craft beer bars in Beijing are experiencing severe homogenization in both product offerings and venue design, which diminishes the unique consumer experience [4][8] - The craft beer concept lacks a clear definition, leading to market confusion, while high rental costs and regulatory constraints hinder the survival of self-brewing brands [9] Consumer Trends - There is a growing consumer sensitivity to price, prompting many craft beer bars to adopt a high-frequency, low-price model to attract a broader audience, which may sacrifice brand identity [10] - Some bars are focusing on unique experiences by offering limited-edition products or highly rated international beers to cater to consumers willing to pay for exclusivity [10] Future Development - The differentiation between chain and independent craft beer bars is becoming more pronounced, with chains leaning towards a standardized dining experience while independent bars focus on community engagement and personalized offerings [11]