本文字数：1693，阅读时长大约3分钟 作者 | 第一财经 栾立 在近期举行的全国糖酒商品交易会（秋糖）和中国国际酒业博览会（酒博会）上，低度白酒再次成为 行业热点，也成为越来越多酒企重点布局的方向。然而，业界对低度白酒的讨论日趋激烈，对其能否 承担起推动白酒增长的重任，仍持审慎态度。 白酒低度化成行业热点 记者观察发现，在今年秋糖和酒博会现场，低度白酒成为众多酒企重点展示的产品线之一。此前，五 粮液、古井贡酒、舍得酒业等知名品牌陆续推出了酒精度低于30度的新品，也在展会上亮相。更多 酒企也加入低度化阵营，如酒博会期间今世缘宣布推出22度新品，主打"轻养生"概念；谷小酒也宣 布正在研发30多度的低度白酒新品。 早在上世纪70、80年代，中国白酒行业就曾掀起一波低度化浪潮，但进入90年代后，高度白酒重新 主导市场。2025年，白酒企业对低度产品的热情突然升温，各类低度、超低度新品集中涌现。 在业内看来，白酒企业这一转变背后，折射出行业在增长困境中的焦虑。今年以来，白酒行业仍处于 深度调整期，经济环境与外部政策的变化，进一步加速了白酒消费场景与习惯的转型。 一方面，2025年5月新修订的《厉行节约反对浪费条例》正 ...

Core Insights - The low-alcohol liquor segment has become a focal point in the industry, with many companies actively developing products with alcohol content below 30 degrees [2][4] - The shift towards low-alcohol products reflects the industry's anxiety over growth challenges, as traditional high-alcohol liquor faces declining consumption due to changing consumer habits and regulatory policies [2][4] Industry Trends - Major brands like Wuliangye and Gujinggong have launched new low-alcohol products, indicating a trend towards lower alcohol content in response to market demands [2][3] - The implementation of the revised "Strictly Enforce Savings and Oppose Waste Regulations" in May 2025 has influenced drinking scenarios, pushing consumption towards more casual settings [2][4] Consumer Behavior - Younger consumers, particularly those born in the 1990s and 2000s, are becoming the main market force, showing a preference for lower alcohol content and diverse drinking options [3][4] - A report indicates that only 11.2% of young consumers prefer beverages with an alcohol content above 30 degrees, prompting companies to target this demographic with low-alcohol, fashionable products [3][4] Market Challenges - Despite initial enthusiasm for low-alcohol products, sales data shows mixed results, with some brands performing well while others struggle to gain traction in both online and offline channels [4][5] - Industry experts caution that simply lowering alcohol content may not be sufficient to attract younger consumers; a comprehensive approach involving brand positioning and marketing strategies is necessary [4][5] Historical Context - The current trend of low-alcohol products mirrors a similar movement in the 1970s and 1980s, but the market shifted back to high-alcohol products in the 1990s [2][6] - Previous attempts at youth-oriented products, exemplified by brands like Jiangxiaobai, have seen many competitors exit the market, raising questions about the sustainability of the current low-alcohol trend [6]