2025年是中国果酒行业深度整理、整合和重新出发的一年，是中国果酒行业人士埋头苦干、暗自攒劲的一年，是未来三年众多即将出现的新品牌重 生的元年。 文｜周劲松 《中国果酒产业年度发展报告》主编 中国果酒产业年度发展大会创办人 CFWA中国果酒大奖赛组委会主席 四川省葡萄酒与果酒行业协会执行会长、秘书长 与前几年相比，2025年的中国果酒行业显得相对平淡无奇，无论是媒体的曝光度、资本的介入热度，还是行业活动或者各家生产企业、品牌企业的活跃 度，都明显减少了很多。 四是低度化与无醇化成为新赛道。2025年CFWA中国果酒大奖赛参赛产品中，低醇/起泡酒类别占比达到近20%，获奖产品中不乏低度果酒、无醇果酒等产 品，体现出企业对健康饮酒与场景细分的重视。 正如有人所说，2025年是中国果酒行业深度整理、整合和重新出发的一年，是中国果酒行业人士埋头苦干、暗自攒劲的一年，是未来三年众多即将出现的 新品牌重生的元年。 已经到来的2026年，中国果酒行业又会有哪些发展趋势或者变化呢？ 但是，这并不代表中国果酒行业的2025年没有作为，没有可圈可点的亮点。 仅仅通过2025年第四届CFWA中国果酒大奖赛的相关数据分析，我们明显地 ...

（来源：消费日报官方微博） 转自：消费日报官方微博 随着冬季草莓集中上市，叠加新年节日氛围，以草莓等水果为原料的果酒持续热销。各大商超里，琳琅满目的果酒凭借多巴胺 配色包装，"莓完莓了""怎么柚来"等趣味化命名，以及"冬日火锅搭子""来一场微醺局"等主题活动持续吸引消费者目光，折射出 果酒市场巨大的发展潜力。 果酒热销这一现象背后，是果酒产业升级与供应链的不断完善。国家统计局数据显示，2024年我国水果产量超过3.3亿吨，近年 来一直保持增长态势。丹东草莓、云南高原杨梅、广东荔枝等特色产区的加工专用果种植占比显著提高，为果酒生产提供了充 足原料保障。同时，果酒也被国家作为健康酒类重点发展范畴，各大酒企顺势涌入低度酒发展赛道，在水果发酵技术上持续发 力，进一步助推果酒市场需求稳步攀升。 图为消费者在超市货架前选购果酒。 原料直供赋能 产业链高效协同 2025年第四届中国果酒产业发展大会上发布的数据显示，2024年果酒行业整体销售额已突破200亿元大关。果酒产业的快速发展 离不开优质原料的稳定高效供给。"一瓶750毫升的草莓基酒，需要用到2斤新鲜草莓，原料的品质直接决定酒的风味。"林夏对记 者说，为守住产品的核心 ...

Group 1 - The price of down jackets has significantly increased, with duck down rising from 170,000 yuan per ton to 580,000 yuan, and goose down reaching 980,000 yuan, yet sales remain low, indicating a shift in consumer preferences towards more affordable options [1] - The white liquor industry is experiencing a collective slowdown, with a 12% year-on-year decline in production for the first three quarters, marking seven consecutive years of negative growth, while the market for clear liquor and fruit wine is projected to exceed 50 billion yuan in 2024, growing over 40% [3] - The luxury goods market is thriving, with a 5.08% increase in sales in Shanghai's Jing'an luxury shopping district in Q3, and a 30% rise in luxury sales on the discount e-commerce platform Vipshop, indicating a resurgence in consumer spending on luxury items [5] Group 2 - The combined trends suggest a clear signal that young consumers are evolving their spending habits, prioritizing value and comfort over high-priced luxury items, while still willing to spend on emotional value when it aligns with their preferences [7]

Core Insights - The development of the wine estate model in China reflects a shift in consumer demand towards lifestyle experiences rather than just product sales, indicating a transformation in the traditional liquor industry [1][2] - The establishment of the China Wine Estate Innovation Research Institute aims to support high-quality development in the Chinese liquor industry by fostering cultural expression and innovative marketing models among wine estates [2][3] - The collaboration among various industry organizations and enterprises is essential for enhancing the value and positioning of Chinese wine estates within the broader context of agriculture and cultural tourism [3] Group 1 - The wine estate model combines brewing techniques, ecological tourism, consumer experiences, and cultural displays, becoming a new choice for pursuing a better lifestyle [1] - The transition from traditional liquor sales to lifestyle-oriented offerings is a necessary response to changing consumer trends and market competition [1] - The wine tourism innovation is emerging as a cluster, breaking through in areas such as wine estate culture, marketing, products, experiences, and communication [1] Group 2 - The China Wine Estate Innovation Research Institute was co-founded by the Beijing Wine Tourism Culture Development Center and Chengdu Shangshan Times Cultural Communication Co., Ltd. to facilitate the development of wine estates [2] - The institute has received support from various educational and industry organizations, forming a robust platform for marketing and promotional services [2] - The marketing revolution in the liquor industry is urgent, requiring a balance between tradition and modernity to achieve significant breakthroughs [2] Group 3 - The chief experts of the China Wine Estate Innovation Research Institute are inviting industry organizations and enterprises to join in a collaborative platform for resource integration and value enhancement [3] - The focus is on the integration of "liquor + agriculture + cultural tourism" to promote continuous development of Chinese wine estates [3] - The goal is to achieve a collective, personalized, and sustainable development of wine estates in China [3]

Core Viewpoint - The 2025 Xiamen Beer Consumption Season showcased a vibrant celebration with various brands, highlighting the innovative packaging of the "Warm Boy" fruit wine, which attracted significant consumer attention and demonstrated the brand's commitment to creativity and market trends [2][16]. Group 1: Product Innovation - "Warm Boy" fruit wine introduced a bold color change in its packaging, with the pineapple flavor transitioning from a soft yellow to a vibrant pineapple yellow, effectively capturing consumer interest and stimulating purchase desire [6][12]. - The new packaging design features advanced three-dimensional printing technology, enhancing the visual appeal and tactile experience, while using environmentally friendly materials to reflect the brand's commitment to sustainability [12][18]. Group 2: Market Reception - The upgraded packaging resonated well with consumers, who appreciated the balance between the brand's traditional warmth and the new vibrant energy, leading to positive feedback and increased brand recognition [9][18]. - The brand's innovative upgrade received favorable responses from distribution partners, resulting in multiple collaboration intentions being established during the event, which solidified "Warm Boy" fruit wine's influence in the niche market [18][20]. Group 3: Brand Positioning - The presence of "Warm Boy" fruit wine at the Xiamen Beer Consumption Season served as a significant platform for showcasing the brand's youthful transformation and innovative spirit, attracting attention from both industry insiders and consumers [16][20]. - The brand's strategic upgrade is seen as a confident statement to the industry and consumers, positioning "Warm Boy" fruit wine to continue thriving in the competitive fruit wine market with enhanced quality and appeal [20].

Core Viewpoint - The establishment of Jing Shan Qing Yuan Fruit Wine Co., Ltd. indicates a new player entering the food and beverage industry, specifically in the production of alcoholic beverages and related products [1] Company Summary - Jing Shan Qing Yuan Fruit Wine Co., Ltd. has been recently established with a registered capital of 1 million RMB [1] - The legal representative of the company is Xia Kongbin [1] - The company's business scope includes food production, alcoholic beverage production, beverage production, processing of tea and tea products, and grain processing food production [1] Industry Summary - The company operates in a regulated industry, where specific projects require approval from relevant authorities before commencing operations [1] - The establishment of this company reflects ongoing developments in the food and beverage sector, particularly in the alcoholic beverage segment [1]

Group 1 - The article discusses the rise and fall of the internet celebrity brand Jiangxiaobai, which aimed to become "the first bottle of liquor for young people" through emotional marketing but faced challenges due to quality issues and changing consumer preferences [1][3][8] - Jiangxiaobai initially gained popularity by breaking the traditional image of liquor with its 100ml small bottles and low alcohol content, targeting the younger demographic and leveraging social media for marketing [3][5] - From 2013 to 2019, Jiangxiaobai's revenue skyrocketed from 50 million to 3 billion, capturing 20% of the small bottle liquor market, but the novelty wore off, leading to a significant decline in market share [5][6][12] Group 2 - After experiencing a drop in sales and market presence, Jiangxiaobai shifted its focus to fruit wines like "Meijian" and "Guolifang" to attract young consumers again, but the effectiveness of this strategy remains uncertain [1][8][13] - The brand's marketing strategies have faced backlash, including a controversial campaign that was criticized for being disrespectful to women, highlighting the risks associated with relying heavily on marketing [8][11] - Despite attempts to reposition itself in the low-alcohol beverage market, Jiangxiaobai faces stiff competition from established brands and a crowded market, making its future growth prospects challenging [15][16][18]

Core Insights - The fruit wine industry is transitioning towards meticulous cultivation, emphasizing quality branding, product innovation, and multi-dimensional development to meet changing consumer demands [1][6][20] Group 1: Industry Trends - The fruit wine sector is increasingly focusing on quality brand enhancement, product scenario innovation, and multi-fusion development as a consensus for high-quality growth [1][6] - The establishment of a low-alcohol trendy beverage production area in Qionglai aims to align with the consumption trends of Generation Z, which favors low-alcohol, health-conscious, and fashionable products [6][16] Group 2: Strategic Initiatives - Qionglai has announced three strategic actions: hosting an annual low-alcohol beverage industry conference, launching a "Trendy Drink Festival" in summer, and securing the rights to host the 2026 CFWA China Fruit Wine Awards [7][9] - The city plans to integrate traditional brewing techniques with innovative consumer demands, creating a comprehensive ecosystem for low-alcohol beverages [7][19] Group 3: Collaborative Efforts - Qionglai is collaborating with various stakeholders, including universities and research institutions, to enhance product development and technological advancements in the fruit wine sector [2][10] - The local government is actively promoting policies to attract global wine enterprises, emphasizing the region's raw material advantages and production capabilities [6][10] Group 4: Consumer Experience - The focus is on creating immersive consumer experiences that combine cultural narratives, ecological tourism, and historical significance to attract a diverse audience [16][17] - The industry is shifting from merely selling products to offering lifestyle experiences, aligning with contemporary consumer preferences for quality and aesthetic appeal [16][20]