中酒协回应白酒“低度化”风潮:并非最终趋势,真正走进年轻人是关键|精品传媒一区二区三区A片
1. ae86一区二区三区
作者:栾立
随着白酒行业深度调整持续深化,白酒企业也在不断反思如何取悦新一代消费者。近期,包括五粮液、泸州老窖在内的多家主流酒企纷纷推出低度或超低度白酒产品。在今日举行的中国国际酒业博览会新闻发布会上,中国酒业协会理事长宋书玉表示,低度化目前还不能称为一种趋势,白酒企业仍需真正走进年轻消费者,深入研究他们的喜好。
今年7月,泸州老窖表示28度国窖1573已研发成功,将适时推出;8月19日,古井贡酒推出了26度的“年份原浆·古20”;8月底,五粮液和舍得酒业分别推出了29度的“五粮液·一见倾心”和29度的“舍得·自在”。白酒一向以高度酒著称,此番“自降酒度”的背后,反映出行业面对消费者迭代所产生的焦虑与自我调整。
宋书玉指出,当前白酒行业已进入“三理性”时代,即饮酒态度理性化、消费理性化、饮酒行为理性化。面对这一变化,白酒行业亟需新思路。目前已有部分企业开始探索白酒潮饮、高度低饮等以年轻消费者为核心的新消费方式和场景。但他认为,白酒低度化目前尚不能称为趋势,行业对年轻人饮酒方式与行为的研究仍较为欠缺,酒企应真正走进年轻群体,洞察其真实需求。
此前,贵州茅台党委书记、董事长张德芹在股东大会上也曾表示,年轻人不是不喜欢喝酒,而是不喜欢传统的酒桌文化。
记者了解到,将于10月17日在武汉举办的第二十三届中国国际酒业博览会也将做出新调整——从以往以产品展示为主,转向更加注重与消费者的互动和新消费场景的探索,包括引入潮饮文化等元素,以吸引更多年轻消费者。
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