In recent years, with the development of China's economy, the cycle of product circulation between countries has been shorter, the efficiency of transmission has been faster, and people have more opportunities to contact diversified, specialized and personalized products. The gradual enhancement of the country's economic strength has also given a new generation of consumer groups more independent, confident and independent, good at trying, and daring to hunt for consumer views and concepts.
More and more consumers, especially young consumers, are no longer satisfied with the "competition of quantity" for beer, but gradually change from "good drinking" to "drinking good wine", and the requirements for beer quality are also getting higher and higher. In this context, the structural adjustment of China's beer industry is imperative, and the high-end of the industry has become a new opportunity. Recently, the Chinese beer market has ushered in a heavy player - edelweiss from Austria officially entered the Chinese market. With a history of 375 years and a high reputation in Europe, can this high-quality beer satisfy the increasingly discerning Chinese consumers and reshape the new pattern of the industry?
Pure high quality European beer
Brewed from all-natural ingredients
Judging from the product information currently released, Yosei white beer continues the gene of Bavarian wheat beer, selects pure natural raw materials for brewing, does not use any additives, and uses multiple herbs in the raw materials, so as to ensure the distinctiveness of white beer from the source, and also makes white beer have a strong rich and fruity taste. The 11.8°p concentration of the original wort and the rich foam make it extremely smooth in the mouth and the taste is refreshing and pure. It is brewed using a process of upper yeast fermentation, making the beer fresher and tastier, with a natural color, body and taste.
By decoding the charm of the taste buds of Yosei White Beer, it is not difficult to find that as a beer with pure European quality, its inherent taste meets the ultimate pursuit of consumers for high-end quality, and is extremely competitive in terms of product strength.
It is worth mentioning that the high quality of Yossei White Beer is not only reflected in the product strength, but also its high value cannot be underestimated. The color combination of cobalt blue, pure white and champagne gold on the product packaging fully shows the elegant style of its texture. The simple and elegant design is more in line with the current development trend of refinement in the beer market and caters to the aesthetic tendencies of a new generation of consumer groups.
With both high quality and high value, Yosei White Beer is favored by young consumers. With the official entry of U-Life White Beer into the Chinese market, Chinese consumers will soon be able to taste this pure European quality product at home.
375 years of classic heritage
An Alpine sensory experience
Originating in 1646 in Salzburg, Austria, the U-Baer Brewery is located at the foot of the Alps, and the geographical advantage of the distillery provides an excellent brewing environment for Yossy White Beer. The brand's English name edelweiss means "edelweiss" – small white flowers that grow in the extremely cold environment of the Alpine snowy mountains, dotting the lofty mountains of Europe and symbolizing freedom.
"Yoshi" means a world of leisure and freedom, symbolizing the Alpine way of life and sensory experience. As a classic beer with a history of 375 years, Yosher White Beer inherits the good brewing technology and the spirit of quality pursuit in Europe, and has won the favor of countless consumers around the world.
At present, as an important sub-brand of heineken Group, Yoshi has officially landed in the Chinese market, bringing a clean Alpine sensory experience to Chinese consumers. It is understood that in view of the diversity of the domestic market, the first batch of imports of Yosei white beer will provide 330ml bottles, 500ml cans, 5l iron diamonds and other specifications of Yosei products to meet different consumption scenarios.
White beer has become the new favorite of consumption
U-Life helps the high-end development of CHINA RESOURCES Snowflake Beer
In the current Chinese beer consumption market, with the rise of the new generation and the consumption demand of young consumers, domestic high-end beer will gradually develop and grow, high-end beer sales will gradually encroach on the low-end beer market, and high-end has also become a consistent choice for the development of various beer enterprises.
Among them, white beer, as a mature category of European beer, has completely different process methods and taste characteristics from domestic economic light beer, and has great product memory and taste recognition; it meets the requirements and needs of China's beer category structure adjustment under consumption upgrading. In addition, the strict and distinctive taste of white beer on the brewing process gives the white beer category the ability to become the main force in the high-end beer matrix of beer companies.
In recent years, white beer has attracted more capital and enterprises to intervene, and the category has grown rapidly at a rate of more than 20%-30% per year, but it lacks the phenomenon of real brand large items. Choosing to enter the Chinese market at this time, Youshi White Beer undoubtedly sees the structural transformation that is taking place in China's high-end beer market, under the wave of high-end, with 375 years of pure European quality, with a young and fashionable high-end style and excellent taste to occupy the consumption mentality of white beer consumers and high-end people.
Based on the product characteristics and tonality, U-Life Beer aims at urban quality young people with an international perspective, targeting consumers with young consumer groups aged 25-35 (millennials). For beer lovers who have understood and experienced white beer, consumers who need high-quality product upgrades, consumers who pay for superior experience, high-end attributes, and pleasing themselves, Yosy White Beer will be a good choice.
From the perspective of brand strategy, in April 2019, CR Snowflake Beer and Heineken Group officially reached a strategic cooperation, further accelerating the process of CR Snowflake Beer's high-end strategy. At present, CR Snow Beer has created a 4+4 high-end brand matrix composed of Chinese brands and international brands. Among them, in terms of international brands, we have introduced well-known brands such as Heineken, Sur, Red Jue, tiger brand and so on. Today, Yossie White Beer is listed in China, which not only further enriches the layout of high-end and high-quality products of China Resources Snowflake Beer, but also boosts the high-end development of China Resources Snow Beer and enhances the brand image, providing assistance for the continuous "acceleration" of the high-end strategy of China Resources Snowflake Beer.
brief summary
With the overall growth of China's beer industry slowing down, high-end products will promote the growth of beer industry categories, and diversified product layout has become an inevitable choice for beer brands.
It is foreseeable that with the official entry of Yosset white beer into the Chinese market, this high-end quality beer will cover more high-end consumption scenarios, inject more vitality into the domestic high-end beer market, and will better transmit the white beer product culture, create a white beer consumption environment, transform the audience consumption concept, and promote the upgrading of China's beer consumption market. Let's look forward to its next performance.