With the growing demand for healthy drinks, in the current beer market, new Chinese beer is rising rapidly and has become the focus of attention in the industry.
China Research Industry Research Institute pointed out that it is expected that in 2025, China's craft beer market size of up to 130 billion, the combination of new Chinese elements and easy to pull the beer as an innovation branch, is expected to obtain a greater market space in this trend.
New Chinese beer is the new darling
On February 23, Longjing Wheat craft beer was displayed in a prominent position in the Xidaogou convenience store on Furong Middle Road in Changsha, attracting the attention of many customers. The store clerk introduced: "Since the launch in April 2023, this Longjing tea craft beer has been a popular product in the beer category in the store. I often sell five or six bottles in a morning, and most of the buyers are young people."
The degree is not high, the taste is fresh, and the new Chinese beer attracts a lot of powder.
"We have red date and Chinese wolfberry hawthorn flavored beer, double grapefruit lager and ginger flavored beer, all priced at 9.9 yuan per bottle." In the Hema fresh supermarket in Huachuang International Plaza, the store staff picked up a bottle of beer and said that these beers are very good sales, and the price is not expensive, often customers buy 12 bottles.
Not only offline, in the major e-commerce platforms, search for "new Chinese beer", you can appear a wide range of products, sales are also considerable. "This Jinxing Maojian craft beer is our store's explosive, 37.6 yuan two cans, the series of beer has jasmine tea, Jinxing Maojian, Biluochun tea and other flavors, since the listing in our has sold more than 100,000 bottles." Especially for Xinyang Maojian, orders are placed almost every hour." Taobao Sheng Chao Tengda liquor mall store customer service introduction.
Catering to "tipsy" consumer demand
With the innovation of the consumer market, the figure of new Chinese beer is becoming more and more common, and the market response is also quite warm. Jd.com data show that from October 14 to November 11, 2024, the turnover of tea flavored beer increased by more than 5 times year-on-year. Kuaishou data show that from January to November 2024, the number of Kuaishou tea wine health industry buyers increased by 35% year-on-year.
With the hot market, more and more brands have begun to enter the new Chinese tea drinking beer track. For example, Shandong Yinghao Beer Co., Ltd. launched the "osmanthus Oolong tea Chinese craft beer", Qingdao Lao family Beer Co., Ltd. on the new "Xinyang Maojian", "Jujube Jinjunmei" and other Chinese craft beer, have enriched the new Chinese beer product matrix.
"The popularity of new Chinese tea beer benefits from its low-sugar, low-calorie health properties, as well as the clever integration of tea flavor and hops. This innovation not only reduces the alcoholic feel of beer, but also caters to young people's demand for 'tipsy' consumption, gradually forming a new social scene." Mr. Zou, who has been engaged in the beer business for more than ten years, believes that the new Chinese beer is bold in taste innovation, breaking through the limitations of traditional beer taste, integrating traditional Chinese tea, fruit, spices and other elements into beer brewing, creating a rich variety of tastes, which can also attract a wider range of consumer groups.
Mr. Zou admitted that from the perspective of packaging design, many new Chinese beer adopts traditional Chinese painting, calligraphy, paper cutting and other art forms, showing a strong Chinese wind. At the same time, in the brewing process, some new Chinese beer also draws on the traditional Chinese brewing method, "consumers in the process of tasting, not only can enjoy the delicious, but also feel the charm of traditional Chinese culture, so as to obtain a cultural satisfaction and sense of belonging." In the future, as consumers' demand for cultural experiences and unique services increases, new Chinese tea and beer is expected to become an important growth point for the beverage industry."
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