2025年茅台年度股东大会前夜，宴会上没有了那瓶标志性的飞天茅台，而是变成茅台生态农业公司开发 的 "悠蜜" 蓝莓复合果汁。这看似是一个小小的细节，实际上代表了整个白酒行业的转变。 图片来源网络 一方面，"感情深，一口闷；感情浅，舔一舔" 这样的酒桌文化已经变味了，在年轻人看来，这不是热 情，而是负担。另一方面，现代年轻人注重养生，也明白酒精对身体的危害。另外传统白酒通常与商务 宴请、政务接待、节日礼品这些场景绑定，但年轻人的社交模式更偏向轻量化、个性化，比如露营野 餐、闺蜜小聚、独居微醺。而且年轻人更青睐100 元以下的平价产品，可白酒行业在"高端化" 内卷加持 下，主销价格段一度集中在 300-500 元区间。 面对年轻人的 "用脚投票"，白酒行业并未坐以待毙。从茅台、五粮液等头部企业到区域品牌，一场"年 轻化突围战" 已然打响。 其中"低度化" 成为最直接的突破口。像五粮液打造 29 度 "一见倾心" 高端低度酒；古井贡酒发布轻度古 20；舍得酒业推出 29 度 "舍得自在"。除此之外，小瓶装、便携装成为年轻化改造的标配，100ml- 250ml 的规格完美适配单人饮用与户外场景。同时跨界融合不断涌现， ...

民政部发布的一组数据引发业内关注：2025年前三季度，全国结婚对数达512.2万对，其中第三季度结婚对数同 比飙升23%，创下近十年来单季度最高纪录。 当从业者们以为这组数据或将带来"白酒市场回暖"，转头就目睹了极具反差的一幕——600亿身家的霸王茶姬 创始人婚宴，却用一杯印着喜字的奶茶颠覆了惯例。 这种温柔反差撕开了传统婚宴的固有格局。 婚宴酒桌品类更替、价格分层 十年前的婚宴酒桌，主位必摆高度白酒，副位搭配红酒，啤酒仅算"陪衬"，不饮酒的宾客只能端着饮料落座。 如今参加婚礼，你会发现这些规矩已悄然改变——高度白酒虽未退场，却不再是唯一的主角，低度酒、奶茶反 倒坐上了婚宴的C位；曾是婚宴"标配"的红酒明显遇冷，如今"全桌无红酒"的婚宴越来越常见。 市场变化最直观地体现在渠道端。四川婚宴酒水配送商老王接单前必先询问新人选择"传统套餐"还是"新套 餐"——前者仍是白酒+红酒的经典组合，后者中低度白酒与低度果酒的占比已超五成。 福建市场的变革更显颠覆。以往沿海婚宴偏爱用白兰地撑场面，如今威士忌与低度白酒已瓜分半壁江山。 即便仍选用白酒，婚宴用酒的预算分层也日趋清晰，呈现出鲜明的地域与消费层级特征： 一线城市新人多 ...

Core Viewpoint - The white liquor industry is experiencing a "low-degree competition" as several companies, including Wuliangye and Gujinggongjiu, have launched low-degree liquor products to attract younger consumers and adapt to changing market dynamics [1][5]. Industry Trends - Since late August, multiple liquor companies have introduced low-degree white liquor, indicating a shift in consumer preferences and market strategies [1]. - The overall number of large-scale liquor enterprises in China has decreased, with 887 companies reported in mid-2025, down over 100 from the previous year [4]. - The production of white liquor has declined by 5.8% year-on-year, with sales revenue slightly increasing by 0.19% to 330.42 billion yuan, while profits fell by 10.93% to 87.69 billion yuan [4]. Market Response - Retailers have been cautious about stocking new low-degree products, with many still focusing on high-degree liquor, which dominates the market [2][3]. - The current market for low-degree liquor is primarily driven by local brands, with only a small percentage of low-degree options available in stores [2][3]. Consumer Insights - The primary consumer base for liquor remains middle-aged and older individuals, with younger consumers showing a preference for purchasing low-degree liquor through online channels or convenience stores [3]. - A survey indicated that only 19% of young consumers prefer white liquor, while 52% favor beer and 29% prefer foreign or fruit wines [4]. Strategic Initiatives - Major liquor companies are launching low-degree products as a strategy to engage younger consumers and expand into casual drinking scenarios [5]. - Companies like Gujinggongjiu and Wuliangye have recently introduced new low-degree products, indicating a competitive push in this segment [5]. Challenges - The definition of low-degree liquor varies, complicating market positioning and consumer understanding [6]. - The industry faces challenges in establishing consumption habits and market recognition for low-degree liquor, as traditional consumption scenarios remain dominated by high-degree products [7].

Core Viewpoint - The rapid introduction of new products by liquor companies is a proactive strategy to combat shrinking consumption and intense competition in the existing market [1][10]. Group 1: Product Launches by Guizhou Moutai - Guizhou Moutai has launched over 10 new products in the past two months, marking an unprecedented frequency in the industry [2][4]. - Notable product launches include the Taiyuan Red health wine on August 4, a limited edition commemorative wine on August 8, and the Moutai 1935 premium version on August 25 [4]. - The company has also introduced a series of cultural products and new packaging formats, indicating a strong push for innovation [4][10]. Group 2: Other Brands Following Suit - Other liquor brands have also begun to introduce new products, albeit in smaller quantities, reflecting a rare trend of concentrated innovation across the industry [5][10]. - Brands like Wuliangye and Shanxi Fenjiu have launched new products, including a craft beer and upgraded versions of existing offerings [7][10]. - The trend includes a focus on low-alcohol products and light bottle designs, catering to younger consumers and the mass market [11]. Group 3: Market Dynamics and Strategies - The recent surge in product launches is a response to significant market pressures, including regulatory changes and declining consumer interest [10][11]. - Companies are adopting strategies to stimulate consumer demand through product innovation and enhanced online sales channels [10][11]. - The emphasis on light bottle products and low-alcohol options indicates a shift towards appealing to younger demographics and expanding market reach [11].