7月的酒业热点之一，是胖东来与白酒上市公司酒鬼酒合作推出的"酒鬼•自由爱"正式上市。在这之 前，这两家"八竿子打不着"的企业仅仅是达成合作，就在资本市场掀起了不小的热度，让酒鬼酒率先从 行业低迷的股价泥潭中抽身。 随着新品如预料中出现首日售罄，业内开始思考：胖东来、山姆、盒马等新型商超会不会是白酒下 一个重要的渠道阵地？ 【中国白酒网】新型商超卷新业态，白酒从中看到了机会。 去年奥乐齐9.9元白酒爆红网络，今年胖东来"自由爱"白酒品牌剑指10亿规模，新型商超成"卖酒大 户"这一现象背后，白酒渠道正悄然转变。 相比传统酒类流通渠道的"盈利艰难"，胖东来、山姆、盒马等超凭借价格、供应链、品牌等优势， 将商超OEM白酒推向聚光灯下。这让白酒找到了渠道扩充的崭新空间。 新型商超搅动酒业 眼下，商超自营白酒已成明确趋势。胖东来在与酒鬼酒联手之前，已与河南宝丰酒业推出"宝丰•自 由爱"，这款售价仅75元的白酒仅用两年时间就成了胖东来酒水板块的支柱，年销售破4亿元。按照胖东 来创始人于东来的规划，2025年"自由爱"单品将达到10亿元规模，未来10年的目标是100亿元。 无独有偶，盒马鲜生旗下的自营白酒品牌矩阵亦逐渐壮大： ...

Core Insights - The emergence of new retail formats, such as supermarkets like Fat Donglai, Sam's Club, and Hema, is reshaping the distribution channels for liquor, particularly for the Chinese liquor industry [2][3][5] - The collaboration between Fat Donglai and liquor companies, such as the launch of "Jiu Gui·Zi You Ai," indicates a shift towards self-operated liquor brands in supermarkets, which is becoming a clear trend in the industry [3][5] - The traditional liquor distribution channels are facing significant challenges, leading to a decline in sales and the need for liquor brands to adapt to new retail environments [9][10] Industry Trends - New supermarkets are leveraging their supply chain, pricing strategies, and brand partnerships to promote self-operated liquor products, creating new growth opportunities for the liquor sector [3][7] - The sales of self-operated liquor brands in new supermarkets are showing promising results, with Fat Donglai's "Bao Feng·Zi You Ai" achieving over 400 million yuan in annual sales within two years [3][5] - The trend of low-priced liquor is gaining traction, with products like the 9.9 yuan liquor from Aldi becoming popular among consumers, indicating a shift in consumer preferences towards affordable options [4][5] Market Dynamics - Traditional supermarkets are experiencing a decline, with major players like Carrefour and Yonghui closing numerous stores, which is impacting the availability of traditional liquor distribution channels [6][9] - The number of liquor distributors is decreasing, with a notable drop from 58,437 in 2023 to 56,747 in 2024, reflecting the challenges faced by traditional distribution models [9][10] - The rise of new retail formats is leading to a two-tier market for liquor distribution, where traditional channels are struggling while new supermarkets thrive [8][10] Consumer Behavior - Consumers are increasingly drawn to the affordability of liquor products in new supermarkets, with many offerings priced below 200 yuan, making them attractive alternatives to traditional brands [5][6] - The shift towards self-operated liquor brands in supermarkets is driven by consumer demand for high-quality products at competitive prices, which traditional channels are struggling to provide [7][10]