在消费升级与市场竞争加剧的当下，啤酒与饮料行业正掀起一场前所未有的跨界浪潮。 啤酒巨头纷纷涉足饮料市场，饮料大佬也反向加码酒饮领域，两者之间的传统边界正在"你来我往"中逐渐模糊。 NEWS 啤酒和饮料的"双向奔赴" 跨界，作为当前品牌最常见的营销策略，对大多数人而言想必早已司空见惯。 然而，能够实现两大行业的"双向奔赴"，且行业内品牌参与规模持续扩大的跨界，啤酒与饮料恐怕也称得上是其中的"头几个"。 尤其是近几年，啤酒与饮料行业的双向跨界愈演愈烈。 重庆啤酒在云南、新疆、重庆等地推出了大理苍洱汽水和天山鲜果庄园汽水；燕京啤酒推出倍斯特嘉槟汽水，以"供货价比大窑汽水低10元"的低价策略抢 占餐饮渠道；乌苏推出功能饮料"电持"；青岛啤酒则整合崂山系饮品构建多元化矩阵…… 另一方面，饮料企业也反向渗透酒饮市场。 2024年，东鹏饮料推出了VIVI鸡尾酒；2025年，元气森林推出低度气泡酒"浪"，延续其"0糖0脂"的健康理念；可口可乐、娃哈哈、统一和农夫山泉等饮料 巨头也纷纷加码低度酒。 1 MARKET POTENTIAL 市场潜力：从"存量竞争"到"增量拓展" 啤酒行业自2013年达到产量顶峰后，便开启了长达十年 ...

Core Viewpoint - The beverage industry is undergoing significant transformation, with a focus on new alcoholic beverages such as craft beer, pre-mixed drinks, non-alcoholic beverages, and low-alcohol options becoming key growth areas for companies [1][2]. Group 1: New Beverage Trends - The emergence of "fresh beer" stores like "Xianpifulu" in Chongqing offers a variety of craft beer at competitive prices, attracting consumers with low-cost options [2][5]. - The store's pricing strategy includes selling 500ml beers for as low as 6.6 yuan, significantly lower than traditional craft beer prices [5][20]. - Companies are increasingly blurring the lines between alcoholic and non-alcoholic beverages, with major beer brands launching soft drink lines to leverage existing distribution channels [6][12]. Group 2: Market Dynamics - Beer companies like Chongqing Beer and Yanjing Beer are expanding into the soft drink market, launching products like "Dali Cang'e" and "Beisite Jia Bing" to capture a share of the growing beverage market [6][8]. - The soft drink market is projected to grow at an annual rate of 8.58%, while beer production is expected to decline by 1.9% in 2024, prompting beer companies to diversify into beverages [12][13]. - The competitive landscape in the beverage industry is intense, with established brands dominating various segments, making it challenging for new entrants to gain market share [15][22]. Group 3: Strategic Considerations - The strategy of beer companies entering the beverage market is driven by the potential for channel synergy and the need to adapt to changing consumer preferences [11][12]. - Companies are leveraging their existing distribution networks to introduce new products, enhancing production efficiency and market reach [12][13]. - The low entry barriers for new beverage products have intensified competition, requiring companies to innovate rapidly to maintain relevance [22][28]. Group 4: Challenges in the Alcoholic Beverage Sector - Beverage companies venturing into alcoholic drinks face challenges related to product positioning, distribution, and quality expectations from consumers [23][25]. - Recent launches of low-alcohol products by beverage brands have not gained significant traction in the market, indicating potential misalignment with consumer preferences [26][27]. - The need for high-quality base alcohol in pre-mixed drinks is critical, as consumer expectations for taste and quality continue to rise [27][28].