36氪精选：掘金「微醺」社交经济，精酿品牌「TAGSIU」获近千万Pre-A轮融资｜早起看早期

Core Viewpoint - The craft beer brand TAGSIU has completed nearly 10 million RMB in Pre-A financing, aimed at expanding its store chain, retail channels, and supply chain development [7][9]. Company Overview - TAGSIU, established in 2020, combines offline store experiences with retail channel layouts, targeting urban consumers seeking personalized and social drinking experiences [7][9]. - The brand's retail segment focuses on canned and bottled beer sold through various channels, including chain restaurants, e-commerce platforms, and supermarkets [8]. Market Context - The craft beer market in China reached 148.78 billion RMB in 2023, doubling since 2018, and is expected to exceed 180 billion RMB by 2027, with a compound annual growth rate of over 8% [9]. - Despite growth, the industry faces challenges, including a heavy reliance on traditional B-end channels and high pricing that limits consumer access [9][12]. Strategic Partnerships - The partnership with Guangdong Cool Mouse Brewery enhances TAGSIU's supply chain capabilities, allowing for high-quality imported ingredients and unique brewing processes [9][11]. - Cool Mouse Brewery, one of the largest in South China, plans to expand its production capacity significantly by 2025 [8][9]. Retail and Distribution Strategy - TAGSIU is expanding its retail presence through collaborations with convenience stores and supermarkets, making craft beer more accessible to a broader audience [11][12]. - The brand employs a competitive pricing strategy, with products available at prices as low as 9.9 RMB for two bottles, attracting consumers who previously found craft beer too expensive [11][12]. Consumer Engagement and Brand Building - TAGSIU engages with consumers through various events and collaborations, such as the "CityForce Shenzhen Craft Beer Festival," establishing itself as a cultural brand [12][13]. - The brand's innovative marketing strategies include experiential consumption scenarios and creative campaigns, enhancing consumer connection [12][13]. Future Outlook - TAGSIU aims to focus on store expansion, deepening retail channels, and product innovation to secure a competitive position in the rapidly growing craft beer market [13].