记者丨肖夏 编辑丨骆一帆 2018年，泸州老窖董事长刘淼在日本考察时意外得知： 当地年轻人居然认为十几度的清酒度 数太高。 在中国，国窖1573的38度产品，已经是市面上度数最低的白酒大单品。 刘淼可能也想不到，不到十年，中国白酒的酒精度要开始向日本清酒看齐了。 前不久，多家白酒企业在年度股东大会上都谈到了低度化的动向。五粮液、泸州老窖将分别推 出29度、28度的新品，其中泸州老窖已经在研发16度、6度的产品；水井坊将在部分市场试点 推出38度以下新产品；洋河计划对33.8度微分子酒进行升级；酒鬼酒更是准备了多达四款40度 以下的低度产品…… 一时间，低度化再次成为整个白酒行业的热点。 酒精度40度以下的白酒，被定义为低度酒。从1974年问世的38度张弓酒算起，中国低度白酒 问世已有五十多年，头部名酒全部都有低度酒研发历史。 | | | 头部白酒的低度单品 | | | --- | --- | --- | --- | | 泸州老窖 | 38度泸州老窖特曲 | 1983年研发成功 | 泸州老窖品牌低度主力产品,至今在售 | | | 38度国窖1573 | 2010年后全国铺开 | 白酒少有百亿级低度大单品,年销售 ...

中国商报（记者 周子荑 文/图）低度白酒在这个夏天引来众多关注。近来，包括五粮液、泸州老窖、洋河、水井坊在内的多家头部酒企都宣布要上市低度白 酒。实际上，此前多家酒企就曾布局30多度、40多度的低度白酒产品，而此番上市的白酒甚至降至10度左右。 业内人士分析，白酒"降度"的话题多年前就被提及，而今年低度白酒尤其火。这反映出当前白酒行业消费场景、消费渠道都发生了巨大变化，酒企再推低度 酒是为了在新的市场环境下开拓新的增长点。不过，低度白酒存在口感难调和、保质期短等问题，这也是酒企需要解决的难点。 龙头酒企纷纷推出低度白酒 近日，五粮液宣布，公司将在9月推出29度五粮液·一见倾心等低度酒产品。据介绍，五粮液已调制出三款风味酒样，正面向社会各界开展测试调研。在调研 过程中，其不仅重点考察了商务人士需求，还兼顾了年轻人的想法。 另一家龙头酒企泸州老窖董事长刘淼也在股东大会上表示，目前公司旗下38度国窖1573大受欢迎，呈现良性快速增长态势。公司已经研发出28度的国窖 1573，并将适时投放市场。 为应对白酒行业年轻化、低度化趋势，洋河旗下微分子产品也有大动作。洋河相关负责人对记者表示，针对年轻群体，微分子将要推出的品 ...

在成都玉林路的潮咖酒吧，山西汾酒打造的"日咖夜酒"快闪店人气爆棚。白天售卖桂花汾酒特调拿铁， 入夜切换为"汾Fashioned"鸡尾酒，精准捕捉年轻人"早C晚A"的生活节奏。洋河则联手连锁小酒馆，将 微分子酒纳入调酒师基酒体系，与水果碰撞出低酒精特饮。即时零售平台成为新战场：美团闪购夜间白 酒订单占三成，"30分钟达"服务覆盖露营、独酌等碎片场景。 区域分化暗藏挑战 尽管苏南地区低度酒占比突破65%，但北方市场仍以高度酒为主导。五粮液调研显示，20-35岁人群中 仅19%偏好白酒，远低于啤酒的52%。 齐鲁晚报·齐鲁壹点 孟广鑫 五粮液宣布将于9月推出29度"一见倾心"新品，复刻上世纪经典配方却融入现代口感优化；泸州老窖紧 随其后，38度国窖1573已占其产品线半壁江山，更低度的28度产品进入研发冲刺阶段；洋河股份则计划 在第三季度集中上市果味露酒与33.8度微分子系列，瞄准"轻社交"场景。这场集体"降度"浪潮背后，是 年轻消费力量的崛起——美团闪购数据显示，今年618期间低度酒成交额同比激增10倍，18-35岁群体贡 献超六成销量。 "低而不淡"的技术攻坚战 "低度化绝非简单兑水，而是一场风味保卫战。"某名 ...

Core Viewpoint - The Chinese liquor industry is undergoing a significant adjustment, with a new trend towards lower alcohol content products to cater to younger consumers, who prefer lower alcohol beverages. Group 1: Industry Trends - The trend of lowering alcohol content in liquor has emerged as a response to changing consumer preferences, particularly among younger demographics, with over 60% of young people favoring lower alcohol options [1][9]. - Major liquor companies, including Wuliangye and Luzhou Laojiao, are actively developing lower alcohol products, indicating a shift in product strategy to attract new consumer segments [1][3]. - The market for low-alcohol liquor is projected to reach 74 billion yuan by 2025, highlighting its growing acceptance and demand among contemporary consumers [10]. Group 2: Company Strategies - Wuliangye plans to launch a 29-degree product, reviving a previously discontinued line from the 1990s, and is focusing on enhancing the sensory experience of its products [2][1]. - Luzhou Laojiao has also indicated that it is working on lower alcohol products, reflecting a broader industry trend towards innovation in product offerings [3]. - Other companies, such as Yanghe, have introduced new low-alcohol products, with plans for additional releases later in the year, further emphasizing the industry's pivot towards lower alcohol content [4]. Group 3: Consumer Behavior - The consumption structure of the liquor industry is changing, with younger consumers becoming a significant market force, leading to a shift in product offerings to meet their preferences [9]. - The traditional high-alcohol liquor market is facing competition from lower alcohol options, which are perceived as more palatable and suitable for social drinking scenarios [10][12]. - Despite the advantages of lower alcohol products, changing long-standing consumer drinking habits will require strategic marketing and education efforts from liquor companies [13].

白酒企业也在健康化和年轻化的方向上努力追赶 2025年上半年，白酒行业的深度调整依然在持续，也迫使酒企主动作出改变。近日记者了解到，在五粮液宣布将推出29度五粮液产品后，泸州老窖内部也在 研发更低度的创新白酒产品。在业内看来，今年上半年，白酒降度成为一个新趋势。 在近期举行的五粮液股东大会上，五粮液管理层透露，将系统性地推进年轻化战略，考虑到年轻人对低度酒的偏好占比超过60%，五粮液将在下半年推出29 度五粮液等契合年轻人口味和审美的新产品。 29度五粮液流行于上世纪90年代，随着白酒饮用高度化的趋势而停产。今年6月份，五粮液已经在针对29度五粮液进行市场测试，测试内容也更偏重于香 气、口感、饮后反应等体验感。 记者了解到，不仅仅是五粮液，泸州老窖内部人士透露，公司也在研发更低度的白酒产品，但具体计划尚不能透露。 此前，洋河在春季糖酒会期间也推出了多款33.8度的微分子白酒新品，根据其此前公布的计划，今年9月还有多款低度新品上市。 头部白酒企业扎堆低度化，并非降低成本的考量。 曾操盘浓香型酒企的白酒独立评论员肖竹青告诉第一财经记者，浓香型白酒取酒的酒精度是70度，低度酒需要通过勾兑来降度，但白酒降度会导致酒体 ...

近日，五粮液（000858.SZ）高管公开表示："今年下半年，我们将推出29度五粮液等契合年轻人口味与 审美的产品。"这是39度五粮液之后，又一款更低度化的白酒产品。 南都湾财社记者了解到，今年6月份，29度五粮液展开市场调研，共调出三个样品向市场搜集调查问 卷，主要受众年龄段、围绕口感、价格等展开；口感方面，主要香气浓郁度、香气舒服度、入口甜厚 度、饮用后的舒适度等展开调研，价位段上给出200-300元、300-400元、400-500元以及500元以上四个 选项。 白酒分析师肖竹青对南都湾财社记者表示，29度五粮液能够迎合年轻人和女性等消费群体的需求；年轻 人对酒的接受度和消费习惯与传统白酒主流消费群体有所不同，他们更倾向于低度、口感丰富且时尚的 酒饮；29度五粮液的推出正好契合了这一趋势。 纵观当前低度白酒市场，各大白酒巨头旗下的拳头品牌低度化产品多在38度及其以上，比如43度飞天茅 台、38度国窖1573、39度五粮液、42度汾酒青花30以及38度剑南春水晶剑等。换言之，低于30度的拳头 品牌产品较罕见，29度五粮液饿的推出，亦是企业根据消费群体变化、市场变革的年轻化策略。 29度五粮液即将面世，瞄准 ...

Core Viewpoint - The top six listed liquor companies in China are transitioning to a low-speed growth model, reflecting a structural change in the industry due to external economic pressures, market transformation, and inventory adjustments [1][3][4] Industry Performance - In Q1 2023, the total revenue of large-scale liquor enterprises in China was 196.3 billion, a slight increase of 0.38% year-on-year, while total profit decreased by 0.73% [3] - The production of liquor in China from January to April 2025 was 1.308 million kiloliters, a year-on-year decrease of 7.8%, indicating a potential eighth consecutive year of declining production if the trend continues [1] Strategic Adjustments - Major liquor companies are adopting more pragmatic and quality-focused growth strategies, with Moutai setting a revenue growth target of around 9% for 2023 [4][6] - Companies like Wuliangye and Luzhou Laojiao emphasize stability and gradual progress in their development goals, reflecting a shift from rapid growth to high-quality development [4][6] Market and Channel Strategies - Companies are focusing on enhancing channel operation efficiency and quality, with Yanghe implementing product optimization and inventory control measures [8][10] - Luzhou Laojiao is adjusting sales targets and market policies based on consumer behavior, while Gujing Gongjiu is optimizing resource allocation for better effectiveness [10] Product Innovation - The industry is seeing a trend towards low-alcohol products, with Luzhou Laojiao's 38-degree Guojiao 1573 achieving over 10 billion in revenue [18][20] - The low-alcohol market is projected to grow significantly, with a compound annual growth rate of around 30% from 2021 to 2024, indicating a promising opportunity for smaller enterprises [20][21] Youth Engagement - The liquor industry recognizes the importance of engaging younger consumers, with companies like Wuliangye and Fenjiu launching targeted products and marketing strategies to attract this demographic [14][16] - The younger consumer segment (ages 25-40) accounted for 38% of liquor consumers in the first half of 2023, highlighting the need for brands to adapt to changing preferences [14] Conclusion - The liquor industry is undergoing a significant transformation, moving from rapid expansion to a focus on value creation and quality development, with both large and small enterprises needing to adapt to these changes to thrive in the evolving market landscape [21]