21世纪经济报道记者肖夏 宜宾报道 "十五五"即将启幕，白酒行业挑战与机遇并存，头部白酒将如何应对？ 12月19日，2025中国国际名酒博览会在宜宾开幕。白酒T9企业核心高层集体到场，茅台集团党委书记、董事长陈华，洋河股份（002304）党委书记、董事 长顾宇等今年刚履新的"一把手"纷纷亮相。 当天下午的2025世界名酒发展大会上，头部白酒的核心高管纷纷就行业形势发表看法。发言嘉宾们共同谈到，酒业的政策地位迎来了历史性提升。 "今年最振奋人心的消息是酿酒产业认定为'历史经典产业'，无疑这是中国酒业发展的最强大推动力。"中国酒业协会理事长宋书玉表示。 进入21世纪后，白酒产业曾连续多年被列入限制类产业目录，一直到2020年才终于"解禁"。今年10月，工信部发布了《关于推动历史经典产业高质量发展的 指导意见》，酿酒产业被列入"历史经典产业"，政策地位再次变化。 "酿酒产业不仅是普通消费品产业，更是中华文明的智慧结晶和民族瑰宝，也承载着传承中华文明、增强文化自信的历史使命。这为白酒产业发展提供了非 常重要的历史机遇。"中国工程院院士、原北京工商大学校长、中国酒业协会战略专家孙宝国指出。 头部白酒高管也普遍将其视为整 ...

Core Insights - The Chinese liquor industry is facing both challenges and opportunities as it enters the "14th Five-Year Plan" period, with a significant policy shift recognizing the liquor industry as a "historical classic industry" [1][2] - The industry is currently undergoing its fifth round of adjustment, with pressures affecting all players, including leading brands [3] - The need for innovation in consumption models, business strategies, and cultural expressions is emphasized as the industry adapts to new consumer demands [3][4] Policy Changes - The liquor industry has been officially recognized as a "historical classic industry," marking a significant elevation in its policy status [1] - The Ministry of Industry and Information Technology released guidelines to promote high-quality development in historical classic industries, including liquor [1] Industry Challenges - The current adjustment period is described as more complex and profound, with the industry experiencing a shift from rapid growth to a need for structural changes [3] - Traditional consumption patterns are declining, and the industry faces a mismatch between existing business models and evolving consumer preferences [4][5] Consumer Trends - The market is transitioning from functional consumption to emotional consumption, where consumers seek cultural recognition and emotional connections with products [6][7] - The rise of "self-pleasing" consumption is noted, with consumers becoming more rational and demanding better value for their purchases [7] Strategic Directions - Industry leaders stress the importance of balancing tradition and innovation, ensuring that cultural values are preserved while adapting to modern consumer needs [7] - There is a call for the industry to leverage technology and cultural resonance to enhance the value of liquor products [6][8] Events and Initiatives - The 2025 China International Famous Liquor Expo highlighted the industry's commitment to quality, ecology, and sustainable development, with major brands participating [8] - The event also showcased successful examples of integrating liquor with tourism, aiming to create replicable models for other regions [9][10]

本报讯（四川日报全媒体记者 陈俊伶）12月19日，以"酒都宜宾 和美世界"为主题，2025中国国际 名酒博览会在宜宾开幕。开幕式上发布了"2025四川省酒旅融合发展十大精品范例"、《国际名酒 宣言》，授予宜宾"世界酒旅胜地"称号。省政协副主席林书成出席开幕式并致辞。 与往年相比，本届博览会将核心区扩展至僰道历史文化街区、五粮液501中国白酒文化圣地等历史 文化区域，打造美酒文化胜地核心区，通过深入挖掘宜宾白酒文化潜力，打破"酒展只谈酒"的局 限，实现"酒+文旅+消费"多维融合。 宜宾是"中国五粮浓香白酒核心产区"，近年来，宜宾着力构建长江"零公里"最优最美酿酒生态 圈，推动形成了以五粮液集团为龙头，数十户规模以上白酒企业为主导，若干配套企业组成的集 种、产、研、销为一体的千亿级产业集群，正日益成为四川建设世界级优质白酒产业集群的鲜明 标识。 本届博览会主会场落址"中国酒肆"，将举办世界名酒发展大会、2025四川省酒旅融合发展暨世界 酒旅胜地机会清单发布会等10项活动。 系列文旅和消费活动同步启动。12月18日至明年1月3日，宜宾将引入各大酒企、知名酒品牌、当 地美食企业，在合江街、合江门广场等区域进行展示展销 ...

Core Insights - The liquor industry in Yibin is playing an irreplaceable role in various sectors, driving the integration of liquor and tourism, and supporting the development of emerging industries [1][2] - The 2025 China International Famous Liquor Expo highlighted Yibin's unique resources and the success of deep integration between the primary and secondary industries [1] - Yibin's liquor industry is undergoing a transformation towards high-quality development through intelligent and digital upgrades, enhancing competitiveness [2][3] Industry Development - Yibin's liquor industry contributed 5% of the national production, 25% of the national revenue, and nearly 20% of the profits in 2024, becoming the first region in China with large-scale liquor enterprises generating over 200 billion yuan in annual revenue [5] - The establishment of the Liquor Industry Development Bureau in Yibin aims to promote high-quality development and support local enterprises through tailored assistance [4] - The integration of liquor and tourism is evolving from simple industrial visits to immersive experiences that combine cultural, natural, and culinary elements [7][8] Technological Advancements - Yibin is promoting the digital transformation of mid-sized liquor companies, enhancing production efficiency and reducing emissions through automation and intelligent systems [3][4] - Companies like Jinyangzao and Jinpai Nankai are implementing modern production techniques, achieving significant increases in production capacity and efficiency [4] Cultural Integration - Yibin is focusing on cultural elements to enhance the liquor tourism experience, creating a unique narrative around its liquor culture [8][9] - New tourism routes are being developed to connect local cultural and natural attractions with liquor production sites, enhancing the overall visitor experience [9] Economic Impact - The liquor industry serves as a financial backbone for Yibin, contributing significantly to local government revenues and employment [10] - In 2024, the liquor industry accounted for 16% of the province's production, generating 66% of total revenue and 60% of profits, while directly supporting over 60,000 jobs [10] Emerging Industries - The liquor industry is facilitating the growth of new sectors such as battery technology, photovoltaic energy, and storage, with significant investments from leading companies [10][11] - Yibin is attracting major enterprises and investments, establishing a modern industrial system that includes new energy and digital economy sectors [12]

依托 "一企三园" 格局，企业打造集文化展示、工艺体验、品鉴互动于一体的精品旅游区，口子窖以匠 心守护文化根脉，用创新实践赋能城市发展，让淮北酒香飘向全国。 日前，口子酒业以依托全国目前已发现出土面积最大的酿酒遗址而建的濉溪酿酒遗址博物馆为核心，搭 配酒香四溢的东关打酒铺、融合运河文脉的口子酒文化博览园，创新性地将酒文化与运河文化相融合， 既留住老主顾，更圈粉年轻群体。 更通过"回厂游"等活动为淮北引流，让天南地北的 "口子粉" 熟知美酒小城故事。 ...

在线下，贵州计划为白酒产品打造更多元化的消费场景。根据文件，贵州将推动白酒产品加速进入 大型连锁商超，并重点提高其在高速服务区、加油站便利店等交通枢纽的覆盖率，将白酒消费融入人们 的出行场景。更具创新性的是，政策还支持白酒产品进入通信运营商的积分商城，探索"通讯+消费"的 跨界合作新模式，进一步拓宽销售边界。 为巩固和提升贵州白酒在全国乃至全球市场的领先地位，贵州省正酝酿一揽子强有力的促进措施。 12月9日，贵州省商务厅官网发布《贵州省促进白酒销售若干措施（征求意见稿）》，从线上促销、线 下场景构建、跨界融合到海外扩张，打出了一套全方位的政策"组合拳"，为贵州白酒产业的高质量发展 注入新动能。 征求意见稿的核心举措之一，是加大对白酒线上销售的扶持力度。文件明确提出，将通过发放消费 券等优惠方式，精准刺激线上消费，从而扩大贵州白酒在全国市场的销售规模。在数字经济蓬勃发展的 当下，此举被视为顺应消费趋势、精准触达年轻消费群体的关键一步，有望为贵州白酒的线上渠道增长 提供强劲动力。 与此同时，政策着力点也放在了激发市场主体活力和提升产业协同效率上。征求意见稿提出，将对 白酒生产企业关联的批发和零售企业，在2025年 ...

Core Viewpoint - The event celebrating the 30th anniversary of the China Alcohol Circulation Association highlighted the achievements of Kuaijiao, which received two significant honors, showcasing its commitment to cultural heritage and product innovation [2][16]. Group 1: Honors and Recognition - Kuaijiao's Suixi Brewing Site was included in the "Alcohol Tourism Integration Destination Promotion List" due to its deep industry foundation and market recognition [4]. - Kuaijiao·Jian8 was selected for the "Better Life·30 Future Products in the Alcohol Industry" promotion list, reflecting its innovative product development [2][16]. Group 2: Cultural Heritage and Innovation - The Suixi Brewing Site Museum is built on the largest and most complete Ming and Qing brewing workshop site in the country, showcasing over 700 artifacts that illustrate the brewing system of northern distilled liquor since the Ming and Qing dynasties [10]. - Kuaijiao has created a "three-dimensional narrative" experience at the site, transforming static heritage into an interactive cultural space that allows visitors to engage with the brewing history [12]. Group 3: Product Development - Kuaijiao·Jian8 is a strategic product that emphasizes the essence of local grains and adheres to six core brewing processes, resulting in a rich and elegant flavor profile [13]. - The product embodies the unique "one-step aroma" technique, integrating modern biotechnology with traditional brewing methods to achieve a complex taste [13]. Group 4: Future Outlook - The dual honors received by Kuaijiao serve as a recognition of its role as a guardian, inheritor, and innovator in the industry, balancing tradition and modernity [16]. - Kuaijiao aims to continue enhancing quality, preserving culture, and empowering experiences, looking forward to future opportunities [17].

2025中国国际名酒博览会开幕在即，"中国酒都"宜宾的街巷间，除了千年传承的酒香，更涌动着产业转 型的新活力。 近日，在博览会主题采访活动中，由中央、省、市、县（区）级主流媒体组成的采访团走进宜宾多家酒 企，实地探寻宜宾酒产业发展的时代脉动。 据悉，媒体采访团深入当地核心酒企与文旅地标，先后走进今良造酿酒有限公司（以下简称"今良 造"）、劲牌南溪酒业（宜宾）有限公司（以下简称"劲牌南溪酒业"）、宜宾永乐古窖酒业股份有限公 司（以下简称"永乐古窖"）及501中国白酒文化圣地，解码宜宾白酒产业在行业调整期，如何以技术革 新、场景再造与文化赋能，推动千亿级产业集群向高质量发展跨越。 在宜宾南溪区的白酒生产车间，传统酿酒场景正被数字化浪潮重构，推动行业从"经验酿造"向"数据酿 造"转型。 其中，今良造是宜宾首家获得国家工信部认可的《多粮浓香型白酒生产企业良好行为规范》团体标准示 范单位，已实现了蒸粮、摊晾、拌曲等核心工序自动化。目前，今良造年产五粮浓香、酱香和兼香型白 酒2万吨，储酒量达10万吨。 今良造技术中心副主任甘宁介绍，如今车间实现标准化生产，数字监控系统可实时监测温、湿度等关键 参数，进一步提升优级白酒产出 ...

Core Viewpoint - The Chinese liquor industry is facing challenges such as overcapacity, high inventory, generational consumption shifts, and price bubbles, prompting discussions on potential solutions at the first "China Liquor Industry Huaxia Forum" [2][5] Industry Challenges - The industry is experiencing a significant transition, with the first phase dominated by top brands holding 80%-90% market share, while the second phase will see concentration among 7-8 leading brands, leading to the decline of many second and third-tier brands [7] - Current market conditions include a slowdown in consumption, structural shifts in consumer behavior, and challenges such as the "drinking ban" and reduced consumption among younger demographics, resulting in inventory pressures and price discrepancies [11] Strategic Insights - Companies are encouraged to embrace change and innovate to meet diverse consumer demands, with a focus on maintaining product quality through traditional craftsmanship while also pursuing technological advancements [12][13] - The importance of direct sales channels is emphasized, as e-commerce and retail have shown consistent double-digit growth annually, necessitating a shift in focus for companies [13] - The integration of tourism and liquor is highlighted as a promising strategy for consumer engagement and brand loyalty, with successful examples of cultural integration in product offerings [15] Innovation and Transformation - The use of blockchain technology for creating service-oriented platforms is presented as a way to enhance value for consumers while transitioning from traditional distribution models [17] - The industry is viewed as being in a temporary state of difficulty, with optimism surrounding the potential for recovery and growth through innovation and resilience [17]

文 | 《BUG》栏目 张奥 今日，茅台召开 2025年第一次临时股东大会。据报道，大会前夕飞天茅台批发价格加速下 跌：目前飞天茅台已跌破1600元大关，2025年原箱飞天仅1580元、飞天茅台更低至1565 元，再创今年新低。 《 BUG》栏目获悉，昨日陈华等高管在晚宴餐叙期间与股东们进行了交流。现场知情人士 透露，高管强调"稳健经营仍是茅台发展的大方向""飞天动销情况良好""将加大茅台酒打假 力度"。知情人士证实，本次大会未出现飞天茅台及蓝莓果汁，仅有白开水。 大会上，通过投票选举陈华正式当选茅台集团党委书记、董事长。会上，他称呼股东为 "家 人们"并向其表示感谢。他指出， 当前白酒行业仍处于深度调整期， "在我看来，茅台面临 的机遇始终大于挑战，茅台的未来依然信心十足" "这段时间，团队讨论最多的就是实事求 是、高质量发展"。此外，他表示，在工作中接待过很多的国际友人，他们很喜欢喝茅台 酒。谈及前段时间抖音平台关停60万个账号，贵州茅台酒股份有限公司党委委员、副总经 理张旭进行回应：正 主动与各电商平台建立沟通机制 ， " 目前，我们销售系统正在积极推 进电商方案，预计明年可落地实施。 " 对于热门的年 ...