"Fresh" craft beer has become a new trend in the industry

Craft beer occupied half of the industrial beer in the past, and the beer industry giants who are famous for their industrial beer are also rushing to launch craft products

"As soon as you enter the craft beer, it is as deep as the sea, and from then on, craft beer is a passerby

Capital races into the craft beer track

In the past two years, drinking craft beer has become a new trend

The "2022 Taobao Tmall Beverage Industry Trend White Paper" shows that the proportion of craft beer sales has increased year by year, maintaining a good growth trend

The "Tmall Beer Trend White Paper" shows that craft beer is more and more popular among different groups of people due to its diverse flavors, and white beer is the most popular flavored beer among consumers

With the rising popularity of domestic craft beer, the track has been continuously paid attention to

With the continuous influx of capital, the craft beer track not only has a rapid increase in the number of brands, but also the market size is also expanding

The high degree of compatibility between craft beer and offline, as well as its own "influencer sense", has also attracted the interest of the catering industry

In addition, relying on their own channels and supply chain advantages, e-commerce platforms are also actively entering the field of craft beer

Industry insiders believe that e-commerce and catering channels have successively joined the craft beer market, which happened under the background of the continuous expansion of the craft beer market

There are constantly new players entering the craft beer track.

The main consumer groups are changing

The Industrial Securities Research Report pointed out that the main population of craft beer consumption in China is gradually transitioning to the post-90s and post-00s, and the trend of rejuvenation is obvious

As a deep lover of craft beer, Liu Hao, a white-collar worker from a company in Beijing, has basically bid farewell to the "big green stick" (industrial beer) since he came into contact with craft beer in 2015

"Liquor is an emotional drink.

　　When the author visited the Beijing craft brewery, I found that more and more young women are joining the ranks of craft beer consumption.

　　"Consumer Preference Analysis of Craft Beer" shows that there is a positive correlation between consumers' consumption of craft beer and their personal consumption level.

　　According to industry insiders, a feature of young people drinking now is that they are more interested in drinking happily, not willing to be labelled, and pursuing their own unique tastes and categories.
Craft beer just happens to provide a richer choice
.

No leading brand yet

　　Although craft beer looks promising, there are still many factors that hinder its development: domestic consumers still have insufficient understanding of craft beer and craft beer culture; lack of mature and standardized production standards, and brands are mixed; Smaller, channel expansion has also become a problem
.

　　At present, the craft beer market is still in a highly fragmented and highly competitive state.
There are many participants but relatively scattered, and there are many small and micro enterprises but no leading brands
.
Fang Gang, a marketing expert in the beer industry, said that there is still no dominant brand in the craft beer market.
The main reason is that the category of craft beer currently occupies a small proportion of the industry
.

　　Zheshang Securities Research Report shows that the penetration rate and consumption of craft beer in China are still relatively low
.

　　In addition, craft beer needs to be strengthened in terms of consumer perception
.
The "Beer Consumption Habits Questionnaire" shows that 35.
2% of consumers will choose craft beer, but 6.
9% of consumers "haven't heard of craft beer" and 38.
3% of consumers "don't know much about craft beer, but are willing to try it.
" "
.

　　Cai Xuefei, an expert from the China Liquor Industry Think Tank, said that there is a large lag in beer quality education for consumers.
For Chinese consumers who are accustomed to traditional industrial light beer, their cognition of emerging beer concepts such as craft brewing and dark beer is also important.
There is a long incubation period
.

　　As for the definition of craft beer, there are also different voices in the industry.
At present, there is no unified definition and standard of craft beer
.
Liu Junjie, member of the Technical Committee of the Beer Branch of the China Alcoholic Drinks Association and Deputy Secretary-General of the Craft Beer Technology and Equipment Professional Committee of the China Light Industry Machinery Association, pointed out that the current term for craft beer called by consumers is workshop beer, but in fact two are not completely equivalent
.
There is no unified and authoritative definition of craft beer in the world.
Its essence is to reflect an open, diverse and inclusive beer culture.
For consumers, diverse styles, outstanding flavors and excellent quality are the main signs of craft beer
.

　　Chinese food industry analyst Zhu Danpeng said that from the perspective of the large market environment, the development of domestic craft beer is still in its infancy, and the market will still be in an empty window in the next 3-5 years, and there are still large dividends
.
With the continuous deepening of craft beer user education and the continuous expansion of the market, it will also attract many large factories and investors, enterprises and small and medium-sized entrepreneurs to come to the Nuggets
.
In the future, the craft beer industry will move towards the five processes of standardization, specialization, branding, capitalization and scale
.

(Comprehensive by Zhu Meiqiao)

"China Food News" (August 08, 2022 Edition 04)

　　(Editor-in-charge: Zhu Meiqiao)