The World Cup in Qatar is in full swing, how is the wine market going?

The World Cup in Qatar is in full swing, and the quadrennial "World Cup economy" is coming
as scheduled.
Beer + BBQ, beer + fried chicken, beer + marinade.
.
.
In the "viewing configuration" posted by fans, the appearance rate of beer is not inferior to previous editions
.
Meituan data shows that on the opening day of the World Cup, beer takeaway orders increased by 43%
month-on-month.
It is worth noting that the alcohol market during this World Cup is not beer singing a "one-man show"
.
Liquor companies and bistros have also taken action, either launching online promotions or launching new products
.
"The holding of large-scale sports events is a favorable opportunity for wine companies to deploy marketing, which can help strengthen brand image and drive product sales
.
" Industry insiders said
.

The domestic market is heating up

Although the "prohibition" has made the Qatar World Cup broadcast without the picture of drinking and celebrating, and it is no longer a summer peak season suitable for "beer + ball game", the enthusiasm of domestic fans for beer consumption has not been affected
.

From November 21 to 22, two days after the start of the World Cup, the beer turnover of Jingdong supermarket increased by 78%
year-on-year.
Among them, Heineken turnover had the highest year-on-year growth rate, reaching 230%, followed by Tsingtao Beer and Snow Beer, with year-on-year increases of 169% and 163% respectively; From a month-on-month perspective, Tsingtao Beer and Snow Beer also gained consumer favor, increasing by 52% and 50% respectively; The 450ml Budweiser light lager beer and the 500ml Qingdao classic became hits, with a year-on-year increase of 12 times and 10 times
.

Meituan data shows that on the opening day of the World Cup alone, the overall orders for beer, beverages, snacks and fruit takeaway nationwide increased by 31% month-on-month, and increased by 27%
over the same period last year.
Among them, national beer take-out orders increased by 43% month-on-month, and beverage take-out orders increased by 25%
month-on-month.
In beer online orders, Yanjing Beer increased by 81% month-on-month, Budweiser Beer increased by 65% month-on-month, and Tsingtao Beer increased by 56% month-on-month; In terms of geographical distribution, on the opening day of the World Cup, the top five provinces in beer takeaway sales were: Guangdong, Beijing, Jiangsu, Zhejiang and Shandong
.

In fact, since November, many consumers have started buying beer
for the games.
Hema data shows that since November this year, the sales of Hema beer have increased by 168% year-on-year, of which craft beer has increased by up to 194%, and this year's newly launched World Cup customized raw pulp craft beer has become a hot seller
.
It is expected that throughout the World Cup, the overall sales of Hema beer will increase by 148%, of which the growth rate of craft beer is expected to reach 162%.

The person in charge of Dingtone grocery shopping introduced that during the World Cup, watching the ball at home was the mainstay, and the room temperature in Beijing was suitable after heating, which led to a 50%
increase in beer sales.
From the sales point of view, consumers in Beijing prefer to drink craft brew, and Taishan original pulp beer 28 days and Weijixiong 10° craft brew puree two products have the highest
sales.

Enterprise layout marketing

Beer companies have always been one of the main sponsors of football events, and the year of having a big football event is often treated by beer companies as a marketing year
.
While promoting on online platforms, major beer companies are also taking advantage of the situation to launch new products and carry out a series of marketing activities to activate more consumption
.

This year, Tsingtao Beer launched 1903 dazzling fuel tank and Tsingtao beer pure raw fan carnival can, two products strongly associated with football, in order to shout the slogan
of "toast to love".
Yanjing Beer launched a marketing campaign
with the theme of "Passion and Love, With You" with products such as U8, V10 and fresh beer 2022.
As the global official sponsor of the 2022 Qatar World Cup, Budweiser's "Become a World Hero" themed event combines beer packaging itself and team uniforms to launch 8 limited World Cup national cans, in addition to World Cup co-branded beer mugs and footballs
.

While beer companies are in full swing to launch marketing layouts around the World Cup, pubs around the world have also begun to take action
.

The store is full of World Cup elements such as the flags of participating countries, player jerseys, mascots, Hercules Cup, wrap-around high-definition large screens, barbecue grills, football board games.
.
.
The atmosphere of the World Cup in pubs everywhere has long been filled
in advance.
On social platforms, discussions on topics such as "World Cup Bar Marketing" and "World Cup Bar Activities" once soared
.
On the short video platform, some Internet celebrities are also active in various pubs, focusing on "where to watch the game during the World Cup" to make shop visit videos, and many pub owners and clerks do World Cup-themed live broadcasts
through store accounts every day.
Representatives of the new tavern, Helensi, Commune, etc.
, have also put on the shelves of the watch package, and the price of the main package does not exceed 200 yuan
.

Liquor companies, which are keen on sports events, have also taken steps to "circle the court"
.
Luzhou Laojiao launched FIFA2022 Qatar World Cup officially licensed liquor, and it is sold in limited quantities, each bottle has a separate and unique number, presented in the form of 1-36000; Yanghe Co.
, Ltd.
launched the "Blue Classic Football Version" customized blind box product; Wuliangye launched a new product
of "2022 World Football Peak Glory Commemoration".

Strengthen brand image

The Qatar World Cup lasted for 28 days, and the sales data at the beginning made the industry look forward
to the "chemical reaction" between wine and the World Cup.

Ping An Securities said that the World Cup will be held in winter, which is expected to extend the traditional beer sales season and drive the beer industry to achieve a rise in volume and price; CITIC Securities believes that the World Cup will be held in winter, which is expected to extend the traditional peak sales season of beer in the second and third quarters; BOC Securities also said that in the short term, with the arrival of the World Cup in November, beer companies are expected to continue to grow on the sales side
.

"The 'World Cup economy' has boosted alcohol consumption, but its impact is ultimately temporary
.
It should be noted that the end of the year is approaching, and after the scene disappears, how to promote mobile sales is still a problem
that wine companies and channel companies need to face.
Industry insiders said
.

"Due to the high inventory of the entire liquor industry in the first three quarters and the insufficient sales of the liquor market, the inventory pressure in the fourth quarter may intensify
.
Although the fourth quarter is the traditional peak season for liquor consumption, due to the impact of the epidemic, the pressure of destocking liquor is still great
.
Industry insiders said that the primary purpose of liquor companies keen on sports events is to increase brand awareness and exposure
.
In the view of Cai Xuefei, an expert in the liquor industry, the World Cup "bumped" into the liquor sales season, and liquor companies need to seize the opportunity
in a timely manner.
"Through advertising during the World Cup, drive certain brand sales, reduce inventory, and improve brand exposure to ensure the normal sales rhythm
of enterprises.
"

For bistros, the core of marketing around the World Cup is social atmosphere building, and with the help of the quadrennial World Cup, pub operators can quickly capture loyal consumers and strengthen their brand image
.
"While marketing was stepped up during the World Cup, most bistros didn't choose to invest too much
.
The current priority of the bistros is to ensure the survival of the store first, and make a series of business strategies around cost reduction and efficiency increase
.
Industry insiders said
.

(Gu Yufei, comprehensive sorting)

China Food News(November 28, 2022, Version 04)

(Responsible editor: Zhu Meiqiao).