根据IWSR等行业机构的报告，2025年全球酒饮行业在消费总量萎缩的背景下，呈现出增长引擎向新兴市场转移、品类加速分化、消费场景与渠道深度变革 等显著特征。受美国、中国等主要市场经济压力与政策变化影响，行业整体需求疲软。中国54.2%的消费者选择线上买酒，线上渠道已占半壁江山。全球电 商市场2024年实现2%的价值增长，其中亚太地区增长4%。同时，随着中国年轻一代"家庭调酒""居家独酌"等场景兴起，DIY调酒、罐装葡萄酒、预调鸡尾 酒凭借便携、个性化的特点备受青睐。Z世代追求"微醺不醉"，低糖、低脂、茶酒融合等产品创新成为标配。"健康微醺"相关话题在小红书的浏览量已突破 22.4亿次。 值得注意的是，部分高端品类仍牢牢占据市场焦点，例如部分香槟、超高端英国杜松子酒、部分龙舌兰酒、奢华黑朗姆酒，以及无酒精饮料和餐前开胃苦酒 等。但从整体来看，高端烈酒的下行趋势明确。尽管仍有厂商持续推出新品及高端产品，以抢占利润、吸引行业关注，但各大烈酒公司2025年半年报及三季 报均显示业绩下滑，中国白酒巨头的三季报表现尤为明显。 过去，年轻人常出没于活力四射、饮酒氛围浓厚的场合；如今，年轻人已成为适度饮酒趋势的主要推动者，这 ...

Core Insights - The current liquor consumption market is characterized by unprecedented richness and diversity, with traditional Chinese liquor maintaining its significance in business banquets and gift markets, while consumers increasingly favor products with quality and cultural connotations [1] - Wine continues to expand its consumer base due to its variety, deep-rooted cultural heritage, and recognized health benefits, becoming a popular choice for daily meals and social gatherings [1] - The rise of spirits like whiskey and brandy is attracting a large number of young consumers and seasoned enthusiasts, while craft beer is breaking the monopoly of industrial beer with its innovative flavors [1] - New alcoholic beverages such as low-alcohol drinks, fruit wines, and plum wines are meeting the younger generation's demand for a light and enjoyable drinking experience, injecting new vitality into the market [1] Market Evolution - The core driver of this market evolution is the upgrade in consumer concepts and lifestyle changes, with modern consumers, especially the younger demographic, viewing drinking as a means of expressing taste, emotional connection, and personal experience rather than just a social necessity [2] - There is a growing awareness of health, leading to a preference for rational drinking and quality over quantity, with more consumers opting for low-alcohol options [2] - New consumption scenarios, such as home drinking, small gatherings with friends, and outdoor camping, are emerging as new growth points for liquor consumption [2] Cultural Transformation - Significant changes are occurring in cultural dissemination, with platforms like Bilibili and Xiaohongshu engaging younger audiences in liquor culture through innovative formats, leading to a surge in interest in low-alcohol and fruit wines [3] - The younger generation's engagement with liquor culture through modern methods like bullet comments and knowledge payment is revitalizing traditional practices [3] - Companies in the liquor industry must recognize that the internet is not merely a sales channel but a fundamental logic for restructuring the industry ecosystem, presenting transformation opportunities across various aspects [3] - Firms that can maintain quality while embracing digital trends are likely to gain a competitive edge in this evolving landscape, marking a significant evolution in both business models and cultural transmission methods [3] - In this context, companies like Fenton Liquor are considering internet-driven transformation strategies, utilizing online platforms for marketing and sales to achieve "internet-based marketing" [3]

Core Insights - The Chinese liquor market is experiencing robust growth alongside structural transformation driven by changing consumer habits and the rise of online channels [1][2] - Young consumers and health consciousness are reshaping the industry landscape, prompting traditional liquor companies and emerging brands to seek new opportunities [1][8] Market Dynamics - The liquor distribution market in China continues to grow, with 54.2% of consumers now purchasing liquor online, disrupting the dominance of traditional offline channels [2] - Major sales peaks occur during traditional holidays, highlighting liquor's role as an "emotional carrier" and "social currency," which drives companies to focus on holiday-specific gift boxes and scenario-based marketing [2] Consumer Demographics - There is a significant gender disparity in liquor consumption, with men dominating the market at 84%, particularly in categories like baijiu, foreign liquor, and beer, while women have increased their share in fruit and pre-mixed drinks to 41.4% [4] - The younger demographic (ages 18-29) shows growing interest in baijiu, necessitating innovative products and marketing strategies to attract this group [5] Product Trends - Baijiu remains the dominant category, benefiting from strong consumer roots and diverse demand, with 70% of consumption linked to business and social occasions [5] - The market for mid-to-high-end baijiu is intensifying, with 64.8% of sales in the mid-to-high-end segment, and high-end products priced above 800 yuan accounting for 41.3% [5] Flavor Preferences - Consumers prioritize taste, favoring smooth, delicate, and rich flavors in baijiu, while beer sales peak in summer, with "pure and refreshing" being key descriptors [7] - The foreign liquor market is characterized by distinct consumer segments, with brand loyalty among young, educated urbanites, and a rising trend in DIY cocktails [7] Future Trends - The liquor industry is entering a new era characterized by health consciousness, cultural expression, and the rise of younger consumers, leading to trends like "low-alcohol enjoyment" and "scenario innovation" [8] - The "micro-drunk" economy is gaining traction, with fruit and rice wines seeing increased sales, and health-oriented product innovations becoming standard [9] - DIY cocktail culture is on the rise, with platforms promoting home mixology, appealing to young professionals and trendsetters [10] - Brands are enhancing their appeal through artistic packaging and cultural symbolism, while integrating health concepts into their offerings [12]