21世纪经济报道肖夏 综合报道 古井贡酒、舍得酒业将先后推出不到30度的新品，抢在其他名酒的低度新品之前问世，继续为这一轮低 度酒热潮添砖加瓦。与此同时，小酒风潮再起，近期白酒企业密集推出100ml左右的小酒，此次古井贡 酒的新品就同时覆盖了低度、小酒两大热点。 7月烟酒类零售总额增长2.7% 前7月销售总额3740亿元 国家统计局8月15日披露的数据显示，7月全国烟酒类零售总额433亿元，同比增长2.7%；今年前7个 月，全国烟酒类零售总额3740亿元，同比增长5.2%。而从制造环节来看，7月全国酒、饮料和精制茶制 造业增长0.1%，前7个月同比增长4.1%。 今年秋糖会已有3000多家企业确定展位 8月12日，第113届全国糖酒会新闻发布会透露，目前已有3000多家企业确定展位，其中酒类板块有茅 台、洋河、汾酒、习酒、今世缘、国台、酒鬼酒、长城酒业等。 糖酒会官方表示，本届糖酒会将通过7大主题活动、70余家餐饮终端联动、700+消费场景的活动矩阵， 构建覆盖全城的消费生态体系，预计将有超过40万人次专业观众到会采购。今年秋糖会的展会部分将在 10月16日至18日在南京国际博览中心拉开帷幕。 贵州茅台酒将推 ...

Group 1 - The article highlights a significant shift in the Chinese alcohol market, with a growing preference for low-alcohol and craft beverages, particularly cocktails and craft beers, as consumers embrace a more relaxed lifestyle [2][4][8] - The low-alcohol beverage market is expected to expand rapidly, with brands like Jinjiu and Luzhou Laojiao leading the charge, indicating a transformation in consumption patterns driven by economic changes and evolving consumer preferences [4][12] - The RTD (ready-to-drink) alcoholic beverage market is projected to grow significantly, with a forecasted market size of $25.29 billion by 2025, driven by health-conscious and convenience-seeking consumers [11][12] Group 2 - Young consumers are increasingly favoring low-alcohol wines and cocktails, which are seen as suitable for both solo enjoyment and pairing with light snacks, reflecting a shift in social drinking habits [15][17] - The trend of casual drinking is becoming more prevalent, with young people enjoying cocktails and craft beers in various settings, including at home and during social gatherings, indicating a cultural shift towards more informal drinking experiences [19][30] - The integration of alcohol with cultural and tourism experiences is emerging as a trend, with low-alcohol and craft beverages playing a significant role in enhancing local cultural experiences during nighttime consumption [32] Group 3 - Traditional alcohol companies are facing challenges in inventory management and sales, while the demand for low-alcohol and craft beverages continues to rise, creating a stark contrast in market dynamics [21][23] - Innovative brands like Guolifang are rapidly capturing market share through strategic channel expansion and targeted marketing, reminiscent of the rapid growth seen in the bubble tea market [26] - The current market environment is characterized by a wealth effect from a rising stock market, which is influencing consumer behavior towards celebratory drinking and a more relaxed lifestyle [28][35]

文｜坦克思 从去年以来，昔日酒饮市场的"配角"果立方卖了上亿瓶、核心城市增长211%、2024年在四个城市销量破千万。 2025年上半年，果立方在深圳、长沙、郑州、成都、杭州、苏州、广州七个城市用六个月就破了千万，广州销量同比增长500%。在合 肥、苏州、杭州、武汉销量全都翻倍。 上面这些城市虽然不全是一线城市，但都清一色登上了各个"幸福城市榜单"。 我看到有些"民间经济学家"，就此总结出了一个「果立方指数」。 每个城市经济是否有活力？生活在其中的人是否幸福？除了冰冷的GDP、一二三产业宏观数据分析，有些经济学家还会用"滴滴指数"来 衡量，用订单量、夜间出行比重等指标构建城市的经济情况。 夜生活发达，餐饮繁荣 人口结构更健康、高收入人群多、消费场景更丰富，这三个维度正是衡量一个城市消费力的标准。 有个博主说，拿着「果立方指数」填报志愿，大学生一定不会后悔。感觉比张雪峰好用。 不管是广州还是成都、杭州还是长沙，大学都很多，是很多毕业生梦寐以求的求学、生活城市。 我的理解：「果立方指数」看着荒诞，却是一门真实的趣味"城市经济学"。 研究幸福感 「果立方指数」比滴滴指数真实 城市经济学是经济学的一个分支学科，它主要 ...

Core Insights - The article highlights a significant shift in drinking culture among young consumers, moving from traditional drinking practices to a more casual and self-pleasing approach [1][2][4] Group 1: Changing Drinking Culture - Young consumers are redefining drinking habits, favoring "micro-drunk culture" over traditional heavy drinking [2][4] - The sales proportion of beer has increased from 1%-5% to 20%-30% in certain retail environments, indicating a shift towards lighter alcoholic beverages [2][4] - Young drinkers prefer to enjoy alcohol in casual settings, such as dinners, movies, or even alone, rather than for social obligations [2][4] Group 2: Social Dynamics - Alcohol is now seen as a medium for sharing experiences rather than a tool for business or social obligation [4][11] - Young consumers are willing to pay for unique and quality alcoholic beverages, reshaping market dynamics [4][11] Group 3: Instant Retail Solutions - Instant retail platforms like Meituan Flash Purchase are addressing the demand for immediate access to alcohol, with delivery times as short as 30 minutes [6][7] - Many alcohol brands are seeing over 50% of their sales coming from online channels, with some adopting a "pure takeaway warehouse" model to reduce costs [7][11] Group 4: Evolving Consumption Scenarios - Traditional high-end liquor is still relevant but is now consumed in more casual settings, such as home gatherings or hotel takeout [8][9] - The demand for lower-priced liquor has surged, particularly in the under 400 yuan category, as consumers prepare for weekend gatherings [8][9] Group 5: Market Opportunities - The 618 shopping festival has transformed from a challenging period for offline liquor retailers to a significant opportunity, with Meituan Flash Purchase reporting a 70-fold increase in white liquor sales [9][11] - Brands that understand and adapt to the preferences of young consumers are positioned to thrive in this evolving market [11]

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]