Core Insights - Chongqing Beer has been recognized as the only liquor brand from Chongqing in the first batch of "Chinese Consumer Famous Brands" selected by the Ministry of Industry and Information Technology in April this year [2] - Despite a 30% decline in beer production over the past decade and a mere 32% consumption share among Generation Z, Chongqing Beer managed to achieve a 1.93% increase in sales in Q1 2025, positioning itself among China's top five beer companies [2][5] - The company has a rich history, being one of the first beer manufacturers in New China, and has successfully launched high-end products like Chongqing Pure Draft since 2002 [3] Industry Context - The Chinese beer industry has entered a painful transformation phase, with a 30.1% decline in production from its peak in 2013 and a 5.7% decrease in industry revenue in 2024, making it the only declining category in the food and beverage sector [5] - The industry is now in a "stock game" phase, focusing on brand competition rather than volume expansion, prompting Chongqing Beer to target younger consumers while maintaining its brand heritage [5] Marketing Strategies - Chongqing Beer has engaged in innovative marketing strategies to resonate with younger audiences, such as hosting a symphonic concert that attracted nearly 2.9 million online viewers, blending classical and local music [6] - The company organized a dragon boat race event that incorporated interactive elements and social media engagement to appeal to younger demographics, successfully revitalizing traditional activities [7] - A vertical marathon event at the deepest subway station in the country was branded as "Chongqing Pure Draft Ascend Race," connecting with young people's aspirations and urban experiences [8][9] Brand Representation - The brand's approach to endorsements has evolved, recently featuring Hong Kong star Chen Xiaochun as a spokesperson, aligning with the brand's image of camaraderie and resonating with local culture [9] - The inclusion of diverse brand ambassadors, such as Sichuan singer Jike Junyi, aims to reach various regional preferences and interest groups [9]

Core Viewpoint - Chongqing Beer has been recognized as one of the "Eighth Batch of Chongqing Time-honored Brands," further enhancing its reputation after being named a top Chinese consumer brand [1][2] Company Overview - Chongqing Beer, established in 1958, is one of the earliest local beer brands in China, with a history of 67 years [1] - The brand is known for its refreshing and smooth taste, which complements the spicy flavors of Chongqing hot pot and balances the richness of barbecue and local cuisine [1] Product Innovation - Chongqing Beer has continuously innovated its product offerings, introducing classic products like Chongqing Pure Draft and Chongqing Guobin, as well as new series such as Chongqing Guobin Chunmai, Chongqing Craft White Beer, and Chongqing Craft Black Beer to meet diverse consumer needs [1] Market Position - Chongqing Beer has developed into one of the top five beer companies in China, establishing a nationwide sales network [1] - The company aims to become a nationally influential brand, promoting the authentic experience of "eating Chongqing hot pot and drinking Chongqing beer" while spreading Chongqing's urban culture [1] Brand Value - The recognition as a time-honored brand highlights the historical significance and cultural depth of Chongqing Beer, emphasizing its substantial brand and economic value [2] - The company plans to leverage this recognition to enhance its role in building independent brands, promoting consumer spending, exploring "national trend" culture, and enriching product supply [2]