Core Insights - The film "Lychee in Chang'an" was officially released nationwide on July 18, 2023, and Ubrew Craft Beer partnered with the film to offer summer gift packages to craft beer enthusiasts across over 2000 craft beer bars in China, expecting to reach hundreds of thousands of consumers [1][2][5]. Company Overview - Ubrew has established itself as a leading player in the craft beer industry in China, leveraging its advantageous position to become a "joint promotion partner" for the film [2][4]. - The summer gift package includes two popular products: Lychee Sea Salt 0.6 Fruit Wine and Elderflower Lychee Flavored Beer, along with promotional materials such as posters and stickers from the film [5][6]. Product Popularity - The Lychee Sea Salt 0.6 Fruit Wine and Elderflower Lychee Flavored Beer are among the top five products of Ubrew, favored particularly by younger consumers as summer beverages [6][11]. - Ubrew's products are available for purchase both online and at over 2000 physical locations, with high daily sales volumes [6][11]. Market Trends - The craft beer segment is experiencing a surge in popularity, especially among younger demographics, with 63% of consumers aged 18-35 preferring low-alcohol, naturally brewed beverages, while the consumption of high-alcohol spirits has decreased by 12% year-on-year [11]. - Ubrew has been expanding its craft beer bar model since 2017, with over 2000 locations established in more than 800 cities by June 2025 [11]. Future Outlook - The craft beer industry in China is projected to enter a significant growth phase, with expectations for a market penetration rate of 6.3% and a market size reaching 130 billion yuan by 2025, potentially exceeding 160 billion yuan by 2026 [12]. - Ubrew's founder has indicated that the next decade will be a golden period for the craft beer industry in China, emphasizing the company's commitment to producing beers that cater to local consumer preferences [12].