醉步上道

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奶茶加白酒,第一天就卖了近12万杯!要让年轻人喝酒,还是跨界最好用?
Mei Ri Jing Ji Xin Wen· 2025-09-23 12:49
Core Viewpoint - The return of the classic white liquor milk tea "Drunk Step on the Road" by the new tea drink brand Cha Baidao highlights the growing trend of cross-industry collaboration between liquor and tea drink brands, aiming to capture the expanding market of young consumers in the "micro-drunk economy" [1][9][10]. Group 1: Product Launch and Market Response - "Drunk Step on the Road" was first launched in 2020 as a collaboration between Cha Baidao and Luzhou Laojiao, and it has made a comeback after five years, achieving nearly 120,000 cups sold on its first day [1][2]. - The product has generated significant buzz on social media, with consumers expressing surprise at its taste, which combines milk and a subtle hint of white liquor [2][4]. - Sales of "Drunk Step on the Road" have been strong in various locations, particularly in settings like cinemas where consumers seek a light alcoholic beverage [4][5]. Group 2: Industry Trends and Consumer Behavior - The beverage market is increasingly leaning towards younger, lower-alcohol, and healthier options, with young consumers driving the "micro-drunk economy" [1][9]. - Reports indicate that over 60% of white liquor consumption is now attributed to young consumers aged 18-35, with the potential market size for young drinkers reaching 400 billion yuan [10][11]. - The trend of cross-industry collaborations is seen as a way for liquor brands to attract younger consumers, with various brands experimenting with new flavors and marketing strategies [11][12]. Group 3: Future Outlook and Challenges - Industry experts suggest that while the initial sales of "Drunk Step on the Road" are promising, long-term success will depend on the product's ability to encourage repeat purchases [8][15]. - The market for low-alcohol beverages is growing, with a reported market size of approximately 634.1 billion yuan in 2023, indicating a shift in consumer preferences towards lighter options [15]. - Experts caution that the novelty of liquor and tea drink collaborations may wear off, and brands need to focus on product quality and consumer engagement to sustain interest and sales [16].
白酒搭奶茶 能撬动4000亿年轻人酒饮市场吗?
Mei Ri Jing Ji Xin Wen· 2025-09-23 12:12
Core Viewpoint - The collaboration between Luzhou Laojiao and Cha Baidao, named "Drunken Steps to the Road," marks a significant attempt to merge the tea and liquor industries, aiming to attract younger consumers after a five-year hiatus [2]. Group 1: Product Launch and Market Response - The product was relaunched and achieved nearly 120,000 cups sold on the first day, indicating strong consumer interest and engagement [2]. - The reintroduction of this product has been humorously referred to as "Empress Xi's Return to the Palace" by netizens, highlighting its nostalgic appeal [2]. Group 2: Industry Trends and Consumer Behavior - Liquor brands are increasingly seeking to engage with younger demographics through innovative collaborations, as seen with Moutai's partnership with Luckin Coffee to launch a sauce-flavored latte [2]. - The shift in consumer demand is towards experiences and consumption scenarios, rather than just the products themselves, suggesting a need for brands to adapt their marketing strategies [2]. - Industry experts suggest that such cross-industry collaborations may not lead to frequent repurchases, but serve to make liquor brands more approachable and relevant to younger consumers [2].
白酒搭奶茶,能撬动4000亿年轻人酒饮市场吗?
Mei Ri Jing Ji Xin Wen· 2025-09-23 12:07
Group 1 - The core idea of the article is the collaboration between Luzhou Laojiao and Cha Baidao, marking a return of their product "Drunken Steps on the Road" after five years, which combines milk tea and liquor for the first time [1] - The product's re-launch was met with significant consumer interest, achieving nearly 120,000 cups sold on the first day, indicating strong demand among young consumers [1] - The liquor industry is increasingly seeking to engage younger audiences through innovative collaborations, as seen with Moutai's partnership with Luckin Coffee and various promotional events by Luzhou Laojiao [1] Group 2 - Current consumer preferences are shifting towards experiences and consumption scenarios rather than just products, highlighting the importance of emotional engagement in marketing strategies [1] - Industry experts suggest that such cross-industry collaborations may not lead to frequent repurchases, but serve to make liquor brands more approachable and relevant to younger consumers [1] - The trend of periodic collaborations is viewed as a more realistic approach for liquor brands to connect with new generations, rather than relying on constant engagement [1]
喜茶“菌子新品”火出圈,用做菜的思路做奶茶?
东京烘焙职业人· 2025-09-23 08:33
Core Viewpoint - The beverage industry is experiencing a creative product explosion, with innovative drinks gaining significant consumer attention and sales momentum, indicating a shift in product development strategies [5][15][39]. Group 1: New Product Trends - Recent collaborations, such as the "Mushroom Ice Cream" by Heytea and a celebrity chef, have led to immediate sell-outs, showcasing the appeal of unique flavor combinations [4][7]. - Creative drinks like "Drunken Milk Tea" and "Bean Juice Milk Tea" are becoming popular, suggesting a trend towards more adventurous flavor profiles [12][15]. - The introduction of visually striking toppings and ingredients, such as whole fruits or unique textures, is becoming a key factor in attracting consumers [19][24]. Group 2: Flavor Innovation - The integration of local flavors into beverages, such as the "Bean Juice Milk Tea" inspired by traditional recipes, is creating buzz and driving consumer interest [25][28]. - The use of basic ingredients like rice and grains is emerging as a new trend, with products like rice-based drinks gaining popularity and high sales [30][32]. - Alcohol-infused beverages are also making a comeback, with significant sales reported for products like "Drunken Milk Tea" [34]. Group 3: Market Dynamics - The beverage industry is shifting focus from mere marketing tactics to enhancing product quality, taste, and health benefits, indicating a move towards "productism" [38][40]. - Continuous creative output is essential for brands to maintain relevance and consumer interest in a competitive market [41][42]. - The current trend emphasizes that innovative drinks are no longer optional but a necessity for brands to thrive [41].
年轻人成白酒消费主力,茶百道泸州老窖联名白酒奶茶“醉步上道”开售
Sou Hu Cai Jing· 2025-09-18 07:04
Core Viewpoint - The return of the classic drink "Drunk Step on the Road" by the tea brand Cha Baidao, in collaboration with Luzhou Laojiao, highlights the growing trend of combining traditional liquor with modern beverages, catering to the increasing demand from younger consumers for a "slightly tipsy" experience [1][3][5] Group 1: Product Launch and Features - "Drunk Step on the Road" achieved nearly 120,000 cups sold on its first day of re-launch [1] - The drink combines real Luzhou Laojiao liquor with milk tea, maintaining a focus on quality by using genuine liquor in each cup [3] - Each serving contains approximately 3 grams of white liquor, with a total caloric content of about 174 kilocalories, appealing to health-conscious consumers [3] Group 2: Market Trends and Consumer Insights - The Chinese liquor industry report indicates that over 60% of liquor consumption is now driven by the younger demographic, particularly those aged 18-35 [5] - The rise of the "slightly tipsy economy" reflects a shift in consumer preferences, with Cha Baidao's reintroduction of "Drunk Step on the Road" aligning with these market trends [5] - The management emphasizes the importance of effective new product launches and lifecycle management of classic products, leveraging supply chain advantages to balance quality and cost [5]
“菌子新品”火出圈,用做菜的思路做奶茶?
3 6 Ke· 2025-09-18 01:44
Core Insights - The article highlights the emergence of creative beverages in the market, with brands like Heytea and Cha Baidao launching innovative products that quickly gain popularity and sell out [1][6][17] - The trend indicates a shift in consumer preferences towards unique and visually appealing drinks, moving away from traditional offerings [6][17] Group 1: Product Innovations - Heytea's collaboration with celebrity chef Li Zi'an resulted in the launch of "Mushroom Ice Cream," which combines flavors of pu-erh tea, mushrooms, and soy sauce, leading to high consumer interest [1][4] - Cha Baidao's "Drunken Milk Tea" sold 120,000 cups on its first day of re-release, showcasing the demand for creative alcoholic beverages [16] - Other brands like A-Ma Handmade and Four Leaf Coffee are also introducing unique products, such as "Delicious Douzhi Milk Tea" and mushroom coffee, respectively, indicating a broader trend in the industry [1][4][12] Group 2: Consumer Engagement - Social media feedback on new products like Heytea's ice cream has been overwhelmingly positive, with consumers describing the experience as "magical" and "harmonious" [4][6] - The limited availability of these creative drinks has created a sense of urgency among consumers, leading to long queues and high demand [4][12] - The trend of integrating local flavors into beverages, such as using traditional ingredients like douzhi, is generating significant consumer curiosity and engagement [12][14] Group 3: Market Trends - The article suggests that the beverage industry is moving towards a "productism" phase, where the focus is on creating high-quality, innovative drinks rather than merely chasing marketing trends [17] - Brands are increasingly prioritizing the quality and uniqueness of their products, indicating a shift in strategy from rapid expansion to sustained creative output [17] - The rise of creative beverages reflects a broader consumer desire for healthier and more exciting drinking experiences, positioning these products as essential rather than optional in the market [17]
茶百道与泸州老窖联名推出白酒奶茶 首日热卖近12万杯
Zheng Quan Shi Bao Wang· 2025-09-17 12:56
Core Insights - The new tea beverage brand Cha Bai Dao (02555.HK) has relaunched its classic drink "Zui Bu Shang Dao," which combines white liquor and milk tea, achieving nearly 120,000 cups sold on its first day [1] - The drink uses real white liquor and is designed with consumer health in mind, containing approximately 174 kcal per serving, catering to the rising trend of "micro-drinking" among younger consumers [1] - The Chinese liquor market is seeing a shift, with over 60% of consumers now being young people aged 18-35, indicating a significant change in consumer preferences [1] Product Launch and Sales Performance - Cha Bai Dao has been actively launching new products this year, including the Oriental Plant Series and Fresh Pomegranate Series, which have received positive market feedback [2] - The newly launched "Fresh Pomegranate" series, featuring "Fresh Pomegranate Ice Tea" and "Fresh Pomegranate Guava," sold 200,000 cups on its first day [2] - In Q2, new product sales accounted for 28% of total sales, with daily average GMV per store increasing by approximately 15% compared to Q1, reaching the highest quarterly level in nearly a year [2]
“微醺经济”升温,白酒倒进奶茶杯?“醉步上道”首日热卖近12万杯
Yang Zi Wan Bao Wang· 2025-09-17 08:37
Core Insights - The new tea beverage brand Cha Bai Dao has re-launched its classic drink "Zui Bu Shang Dao," which combines white liquor and milk tea, achieving nearly 120,000 cups sold on its first day [1][4] - "Zui Bu Shang Dao" is a collaboration with Luzhou Laojiao and is the first innovative drink in China to combine white liquor with milk tea, originally launched in 2020 [1][3] - The drink has gained a loyal following over the past five years, with consumers frequently requesting its return on social media platforms [1] Product Details - Each cup of "Zui Bu Shang Dao" contains 3 grams of Luzhou Laojiao white liquor, emphasizing the use of genuine liquor in the drink [3][4] - The drink combines the flavors of aged Pu'er tea and fresh milk, with a calorie count of approximately 174 kcal for a medium-sized cup without added sugar [4] - The product is designed to cater to health-conscious consumers while providing a fresh and mild intoxication experience [4] Market Trends - According to the China Alcohol Industry Association, over 60% of white liquor consumers are now young people, with a significant increase in the 18-35 age group [4] - The rise of the "mild intoxication economy" has led to a growing demand among young consumers for products that offer a light drinking experience [4] - Cha Bai Dao's decision to reintroduce "Zui Bu Shang Dao" reflects its sensitivity to consumer demand and market trends [4] Company Strategy - Cha Bai Dao's management emphasizes the importance of effective new product launches and lifecycle management for classic products [4] - The company aims to balance quality and cost-effectiveness through supply chain advantages [4]