尽管线上热闹，但面对愈发贴身肉搏的高端化竞争，啤酒厂商整体增速放缓，"增利难增收"的现状仍在 延续。 从单纯的速度比拼，转向高端化、消费场景的综合较量，啤酒厂商如何在激烈竞争中脱颖而出？当产业 增速放缓，啤酒市场的新增量、新增长点又在哪里？ 近日，在2025中国啤酒T5峰会上，华润啤酒、青岛啤酒、百威亚太、燕京啤酒、嘉士伯中国等头部啤 酒企业掌门人齐聚一堂，试图给出啤酒市场穿越产业周期的"答案"。谈产品 创新成核心战场 无醇、茶啤、地域款试探新增量 刚过去的"双11"，不仅白酒迎来狂欢，啤酒市场同样热闹非凡。 京东超市数据显示，今年双11期间，青岛啤酒、百威啤酒、燕京啤酒成为京东超市啤酒品牌销售榜 Top3。其中，京东独家定制青岛啤酒211毫升小白啤成交额环比增长近4倍；喜力经典500mI*24听成交 额同比增长128%。 天猫店啤酒热销榜上，鲜啤30公里的精酿果啤、百威经典醇正啤酒、青岛啤酒5L原浆等啤酒更是备受 青睐，销量遥遥领先。 在消费需求不断变化的当下，酒不仅是一种饮品，更连接着社交、情绪和生活方式。 刚上任不久的华润啤酒董事会主席赵春武在分析行业形势时表示，在经济环境、人口结构与消费习惯变 化的共 ...

Core Insights - The beer market in both at-home and away-from-home consumption has shown significant growth in the first half of 2025, with at-home sales increasing by 8.7% and away-from-home sales by 5.2% [1][12] - The expansion of consumer demographics is the primary driver of this growth, with distinct differences in preferences between at-home and away-from-home consumers [1][12] At-Home Beer Market - The growth in the at-home beer market is primarily driven by the top 20% of heavy consumers, who contribute to 60% of the market [3][6] - Heavy consumers tend to prefer classic products and exhibit a strong preference for medium malt concentration beers, which account for nearly 40% of their shopping baskets [6][7] - High malt concentration products have seen a 57% increase in sales among heavy consumers, indicating a growing appreciation for these products [6][7] Pricing and Purchasing Behavior - Heavy consumers prefer moderately priced products, with nearly 70% of low to mid-priced beer consumers being heavy drinkers [7][10] - Online purchasing channels are favored by heavy consumers due to better pricing, while light consumers are less price-sensitive and prefer offline shopping [10][11] Insights from Imported Products - The success of Japanese beer brands, which focus on medium malt concentration and have adapted to local tastes through consumer research, offers valuable lessons for domestic manufacturers [11] - Domestic brands have a pricing advantage over Japanese beers and can enhance their offerings by studying consumer preferences and adapting successful strategies from Japanese breweries [11] Away-From-Home Beer Market - The away-from-home beer market is increasingly driven by consumers aged 24 and under, with this demographic showing a 19% increase in sales [12][13] - Young consumers prioritize quality and presentation over quantity, leading to higher average prices paid for beer compared to the market average [14] - Social consumption scenarios are expanding, with young consumers favoring experiences such as outings, travel, and events, which enhances the social aspect of beer consumption [15][19] Market Challenges and Opportunities - Despite overall market growth, the beer industry faces challenges such as changing consumer demands, evolving consumption scenarios, and intensified competition [20] - Manufacturers are encouraged to innovate packaging and enhance product quality to meet the needs of heavy consumers while exploring new consumption scenarios to attract a broader audience [20]