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Which brand of alcohol-free beer is delicious? Is alcohol-free beer delicious? Top non-alcoholic beer brands?
This is the association of many related words given by Baidu when searching for alcohol-free beer. This has become a current market situation for alcohol-free beer: consumers have a demand for alcohol-free beer, but also have a lot of information to know. But this does not seem to stop Yanjing Beer from exploring this field.
Recently, Yanjing launched a series of new products of alcohol-free white beer and ON/OFF fruit beer. It is understood that this is a product cooperated by Yanjing Beer and Tmall New Product Innovation Center, which focuses on the use of big data to accurately incubate innovative trends and new products that meet the needs of young people at present, so that consumers can "participate" in the best practice of product innovation and research and development.
Yanjing Beer and Tmall New Product Innovation Center are worthy of recognition for their exploration of product innovation from the perspective of consumers and big data-oriented, showing Yanjing Beer's ability in product innovation, reflecting Yanjing's emphasis on consumer demand and excellent market insight ability, and achieving accurate access to consumer demand.
It is understood that Yanjing alcohol-free white beer and ON/OFF fruit beer series, the main "alcohol-free, zero fat, low-sugar" product concept, to white peach, passion fruit two flavors as the first product of the new series ON/OFF, the main "alcohol-free, zero fat, low-sugar" as the product concept, taking into account the pursuit of exquisite young women's drinking needs.
Based on its own strength in brewing and the consumer insight ability of Tmall New Product Innovation Center, the launch of Yanjing alcohol-free white beer and ON/OFF fruit beer series highlights the exploration of deep ploughing subdivision consumer groups. From an international point of view, beer giants including Budweiser and Asahi are increasing the development of alcohol-free and fruity beer, but from the Perspective of the Chinese market, these two are still niche markets.
In fact, many people have a misconception about alcohol-free beer. Alcohol-free beer is actually not the real meaning of alcohol, according to the standard, ordinary beer alcohol content of 3.5% to 4%, alcohol content less than 2.5% is called low alcohol beer, less than 0.5% called alcohol-free beer. Because alcohol-free beer still contains alcohol, excessive consumption may also meet the standard of drunk driving.
Even from the taste point of view, even if the beer company strives to make it similar to the taste of ordinary beer, in general, the taste and flavor of alcohol-free beer are not as good as ordinary beer, because alcohol-free beer usually has the wheat aroma of traditional beer, but lacks the fruity or ester aroma of traditional beer.
It is precisely for this reason that alcohol-free beer is difficult to become a mainstream product in the current Chinese market.
At the same time, purely from the perspective of low-alcohol alcoholic beverages, for young consumers, including female consumers, there are more competitors for alcohol-free beer and fruity beer, including traditional beverages, as well as products such as fruit wine and pre-mixed cocktails that have been hot in recent years, which further determines that these two types of products are only supplementary products for consumer beer consumption.
In recent years, beer companies around the young, fashionable consumer groups have carried out a large number of "product innovation", including fruity beer, women's beer, etc., these innovations are worth encouraging, but put forward higher requirements for corporate marketing capabilities, highlighted in because alcohol consumption itself is not a fashion consumer goods, but rely on scene construction, if the lack of consumption scenarios, and simply rely on consumers to sell "I think consumers like the products", it will be difficult to get the favor of consumers.
"Enterprises should be vigilant against the 'new product trap', not to push new products will necessarily be welcomed by consumers, Jiang Xiaobai's success is not only the success of the product, but also through the product and brand culture, and consumers have formed emotional communication, creating a consumption scene for consumers, which has amplified their consumer demand", industry insiders said, for alcohol-free and fruity beer, building a consumption scene, really making the product popular, is the place where beer companies are worth paying attention to.
In the future, how Yanjing Beer will operate the alcohol-free white beer and ON/OFF fruit beer series is worth paying attention to.
In fact, in recent years, Yanjing Beer has continued to accelerate the trend of rejuvenation, launched a new generation of large items such as Yanjing U8, and hired well-known celebrities to endorse it, but due to the certain difference between the positioning of the star fan base and the traditional male consumers of beer, the high advertising investment has raised questions about the role of Yanjing Beer sales.
The above-mentioned industry insiders believe that in recent years, the concentration of the beer industry has continued to increase, snowflake beer, Tsingtao Beer, Budweiser and other head enterprises continue to increase the high-end, and have explored in the field of rejuvenation, but the product innovation is not simply the launch of new products, and the test of the company's product positioning, marketing capabilities, especially the beer category is highly dependent on channel marketing, Yanjing Beer in this regard needs to be improved.
Previously, Yanjing Beer released its 2020 annual report showing that the company's revenue and net profit both declined, of which revenue fell by 4.71% year-on-year and net profit fell by 14.32%, leaving behind other beer giants. Entering 2021, Yanjing Beer recorded a net profit loss of 108 million yuan in the first quarter.