当下酒类消费市场展现出前所未有的丰富性与多样性。传统白酒作为中国酒文化的代表，依然在商务宴 请、礼品市场及特定地域文化中保有重要地位，但其消费群体结构与产品诉求正在调整，更具品质感与 文化内涵的产品受到青睐。与此同时，葡萄酒凭借其丰富的品类、深厚的世界产区文化以及被广泛认知 的健康属性，持续扩大着消费基础，成为许多消费者日常佐餐、社交聚会的选择。值得注意的是，威士 忌、白兰地等洋酒品类，凭借其独特的风味体系和成熟的品牌故事，吸引了大量年轻消费者和资深爱好 者。此外，精酿啤酒以其丰富的口味创新和鲜明的个性，打破了工业啤酒的垄断格局；而各类低度潮 饮、果酒、梅酒等新式酒饮，则精准切中了年轻一代追求微醺、轻松悦己的消费需求，为市场注入了新 的活力。 驱动这一市场格局演变的核心，在于消费理念的升级与生活方式的变迁。现代消费者，尤其是年轻群 体，不再将饮酒单纯视为社交应酬的必需品，而是更注重其作为生活品味、情感联结和个人体验的载 体。他们愿意深入了解酒的产地风土、酿造工艺、年份故事乃至搭配法则，品酒的过程成为一种知识探 索与审美体验。健康意识的普遍提升，使得"理性饮酒、健康微醺"的理念深入人心，适量饮酒、选择低 度酒、 ...

针对如何更好地将宣传周与大众生活紧密结合，让"非成勿饮""理性饮酒"理念渗透到不同年龄层和消费场景，何勇回复北京商报记者称，预防未成年人饮酒 宣传需年龄分层。会从创新和渗透两方面发力，创新上有商圈科普展、VR模拟、线上答题得勋章等方式；渗透则选家庭、餐厅、电商等高频场景，如向成 人推家庭安全指南、餐厅贴提示、电商设年龄提示，还会联合相关协会，研发新场景植入理念。 发布会最后，中国酒业协会秘书长何勇及15家轮值理事长单位代表共同宣读"关爱成长、非成勿饮"倡议书，号召行业企业及经销商落实非成勿饮举措，共同 守护未成年人成长，推动酒类产业社会责任体系完善，构建理性文明的酒类消费环境。 北京商报讯（记者 翟枫瑞）9月18日，中国酒业协会举办酒与社会责任促进工作委员会年会暨2025年全国理性饮酒宣传周新闻发布会。本次宣传周主题 为"关爱成长，非成勿饮"，主会场启动仪式将于10月16日在第23届中国国际酒业博览会期间在武汉举行，同时还将设置分会场并开展系列门店活动与市场活 动，门店和市场活动将围绕"万店承诺不向未成年人售酒"主题开展。 中国酒业协会理事长宋书玉在会上表示，过去十年理性饮酒宣传周影响人群从3300万跃升至5 ...

Core Insights - The global beverage industry is undergoing a profound structural transformation driven by inflation, generational shifts in consumer behavior, and technological innovation [1] - High-end beverages are experiencing growth in emerging markets, while non-alcoholic drinks are highlighted as a major trend with a projected growth rate of 9% in 2024 [1][7] Group 1: Market Trends - The ready-to-drink cocktail and long drink categories are expected to double in global sales from 2019 to 2029, with North America potentially seeing a 400% increase [5] - The trend of "mindful drinking" is moving from the margins to the mainstream, with over 60% of millennials actively reducing alcohol consumption [7] - The importance of home drinking scenarios is increasing, with global sales in ready-to-drink channels expected to decline by 10-15% from 2019 to 2024 [13] Group 2: Consumer Preferences - Local brands are gaining popularity, as evidenced by Indian single malt whisky surpassing Scottish whisky in sales, capturing 53% of the market share [9] - The demand for products that offer multiple functionalities and reliability is rising, with 68% of consumers willing to pay a premium for such products [15] - The trend of "evening sipping" is gaining traction, with consumption during the 4-7 PM time slot increasing by 22% over the past three years [16] Group 3: Digital Transformation - E-commerce channels are expected to see a 2% growth in global online beverage sales in 2024, with the Asia-Pacific region leading at 4% [14] - Brands are shifting from merely selling products to content marketing, leveraging platforms like short videos and live streaming to enhance consumer engagement [14] Group 4: Regulatory Environment - The regulatory landscape for alcoholic beverages is becoming increasingly stringent, with measures such as health warning labels and sugar taxes impacting consumption patterns [18] - Brands need to integrate compliance requirements into product development and marketing strategies, necessitating the establishment of specialized policy monitoring teams [18] Group 5: Experience-Centric Consumption - Consumers are placing greater emphasis on the overall drinking experience, including the story behind the product and the social sharing value [19] - Successful brands are transitioning from product providers to experience curators, utilizing immersive tasting events and digital tools to enhance consumer engagement [19]

Core Viewpoint - The article discusses the launch of Diageo's upgraded "DrinkIQ" WeChat mini-program, which aims to promote responsible drinking by providing consumers with personalized assessments of their drinking risks and educating them on alcohol consumption [1][5][12]. Group 1: Mini-Program Features - The "DrinkIQ" mini-program allows users to test their personal drinking risk, learn about alcohol-related issues, and access tailored responsible drinking plans [1][5]. - New features include an "Alcohol Calculator" that helps consumers understand the alcohol content in different beverages, enabling them to create personalized drinking plans [5][11]. - Interactive modules such as "Self-Assessment," "Smart Drinking Test," and "Refuse Drunk Driving" provide knowledge and real-life case studies, enhancing consumer engagement [5][11]. Group 2: Brand Responsibility and Consumer Engagement - Diageo emphasizes the importance of responsible drinking as part of its corporate social responsibility, aiming to guide consumers towards a balanced lifestyle [7][9]. - The company has launched a campaign titled "Drinking has a Scale, Life has an Attitude," in collaboration with Xinhua News, to advocate for responsible drinking [9][11]. - Diageo utilizes various channels, including new media and community platforms, to disseminate knowledge about responsible drinking and the dangers of drunk driving [11][12]. Group 3: Long-term Commitment to Responsible Drinking - Diageo has integrated the promotion of responsible drinking into its sustainable development plan, making it a key component of its ESG (Environmental, Social, and Governance) strategy [14]. - The company aims to create a more civilized and harmonious drinking environment by collaborating with various partners [14].

Core Insights - The trend of "rational drinking" is reshaping the alcohol industry, with younger consumers preferring low-alcohol and non-alcoholic options, indicating a shift from traditional drinking culture to a more mindful approach [1][12][16] Group 1: Rational Drinking Concept - The concept of "rational drinking" has historical roots in China, with references dating back to ancient texts warning against excessive drinking [2] - The modern interpretation of rational drinking was introduced in China in 2004 by international spirits companies, and the first "National Rational Drinking Day" was established in 2015 [2] Group 2: Market Trends - A report indicates that 63% of consumers aged 18-35 prefer low-alcohol beverages, while the consumption of high-alcohol spirits has decreased by 12% year-on-year [6] - The search volume for "low-alcohol" and "natural wine" on e-commerce platforms has increased by 145% from 2023 to 2024 [6] - The low-alcohol market in China is projected to reach 700 billion yuan by 2025, with the 18-35 age group contributing over 60% of the market share [8] Group 3: Non-Alcoholic and Low-Alcohol Beverages - The trend of non-alcoholic beer is gaining momentum, with searches for non-alcoholic options increasing over four times year-on-year [12][13] - Major brands are launching low-alcohol products, with companies like Moutai and Wuliangye investing in this segment to capture the changing consumer preferences [12] Group 4: Hangover Remedies - The hangover remedy market in China is growing at an annual rate of 27%, expected to exceed 100 billion yuan by 2025 [9][10] - The market has evolved from traditional remedies to include functional foods and beverages, with various companies introducing innovative products [10][11] - The main categories of hangover remedies include those that accelerate alcohol metabolism and alleviate post-drinking symptoms, with traditional Chinese herbs gaining popularity [11]

Core Viewpoint - The article emphasizes the importance of responsible drinking and the initiative "For Them, No Drunk Driving" launched by Pernod Ricard China to raise awareness about the dangers of drunk driving and promote safe drinking habits [1][3][9]. Group 1: Campaign Overview - The campaign "For Them, No Drunk Driving" is aimed at encouraging the public to reflect on the risks of drunk driving from various perspectives, including loved ones and pets [1][3]. - The initiative combines online and offline methods, including rational drinking education, drunk driving refusal plans, and the distribution of designated driver vouchers [1][3][4]. Group 2: Statistics and Impact - According to the World Health Organization, the number of deaths due to drunk driving globally reaches hundreds of thousands [3]. - In China, efforts to combat drunk driving include enhancing safety awareness among drinkers, reinforcing the mindset of "no drinking and driving," and encouraging restaurants to provide designated driver services [3][6]. Group 3: Historical Context and Future Plans - Since 2005, Pernod Ricard China has been actively involved in promoting responsible drinking through various campaigns [6][8]. - The company plans to continue its efforts by integrating innovative approaches, such as the "Internet+" concept and immersive VR experiences to educate consumers about the importance of sober driving [8][9]. Group 4: Corporate Responsibility - Pernod Ricard China positions itself as a responsible corporate citizen, balancing profit with social responsibility by advocating for safe drinking practices [9]. - The company has received recognition for its commitment to traffic safety, being awarded the title of "Shanghai Traffic Safety Public Welfare Partner" multiple times [9].