白酒巨头纷纷 “降度” 低度酒成新风口？

新浪证券2025-06-27

2025 年上半年，白酒行业的深度调整仍在持续，为顺应市场变化，酒企纷纷主动求变。五粮液宣布将推出 29 度产品后，泸州老窖也透露正在研发更低度的创新白酒，白酒低度化趋势愈发明显。　　在近期的五粮液股东大会上，公司管理层透露，鉴于年轻人对低度酒的偏好占比超 60%，下半年将系统性推进年轻化战略，推出 29 度五粮液等贴合年轻人口味与审美的新产品。实际上，29 度五粮液并非新品，其在上世纪 90 ...

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Has low-alcohol wine become a new outlet?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"83189":0.9,"000858":0.74,"03189":0.9},"content_text":"2025 年上半年，白酒行业的深度调整仍在持续，为顺应市场变化，酒企纷纷主动求变。五粮液宣布将推出 29 度产品后，泸州老窖也透露正在研发更低度的创新白酒，白酒低度化趋势愈发明显。\n　　在近期的五粮液股东大会上，公司管理层透露，鉴于年轻人对低度酒的偏好占比超 60%，下半年将系统性推进年轻化战略，推出 29 度五粮液等贴合年轻人口味与审美的新产品。实际上，29 度五粮液并非新品，其在上世纪 90 年代曾流行一时，后因白酒饮用高度化趋势而停产。今年 6 月，五粮液已针对该产品开展市场测试，着重收集消费者对香气、口感、饮后反应等体验方面的反馈。\n　　无独有偶，泸州老窖内部人士也证实，公司正研发更低度的白酒产品，尽管具体计划尚未披露，但种种迹象表明，泸州老窖在低度酒领域布局的决心。此前，洋河在春季糖酒会期间推出多款 33.8 度微分子白酒新品，并计划于今年 9 月再推多款低度新品。\n　　头部白酒企业扎堆低度化，并非出于降低成本的考量。白酒独立评论员肖竹青指出，浓香型白酒取酒酒精度达70 度，生产低度酒需通过勾兑降度，这一过程不仅工艺复杂，还需更多调味酒，成本反而更高。由此可见，酒企发力低度化，意在迎合新一代消费者需求，开拓新增量市场。\n　　尽管 2024 年白酒主要上市公司业绩增速放缓或下滑，但低度酒赛道却逆势上扬。泸州老窖管理层在 2024 年股东大会上表示，38 度国窖 1573 销售表现突出，低度酒占比已从 15% 提升至 50%，充分显示出 “90 后”“00 后” 等年轻消费群体对低度酒的青睐，也印证了中低度酒作为未来行业发展方向的趋势。\n　　中国酒业协会发布的《2025 中国白酒中期研究报告》显示，随着年轻消费群体的崛起，白酒行业消费结构正发生深刻变化。商务及管理人群虽仍是消费主力，但 “年轻化” 已成为酒业发展的重要潮流。85 后至 94 后普通白领和职场新人，成为企业开拓细分市场的关键突破口。在此背景下，白酒企业积极探索品牌年轻化之路，试图打破固有消费圈层，吸引年轻消费者。\n　　长期以来，白酒企业在年轻化方面做出诸多尝试，如茅台推出酱香咖啡、巧克力等年轻化产品，虽吸引了年轻消费者的目光，但高度白酒辛辣口感和不适饮后反应，仍与年轻人需求存在差距。相比之下，更低度的白酒在口感和饮后体验上更易被年轻人接受。\n　　知趣咨询总经理蔡学飞表示，2025 年国内低度酒市场规模预计达 740 亿元。参考 39 度五粮液、低度国窖 1573 近年来的业绩增长，低度酒对当代消费者适应性更强，具有利口性与健康性优势，消费场景也更加灵活。对酒企而言，低度酒可与现有渠道形成互补，满足消费者自饮、朋友聚会等需求，开辟新的销售增长空间。\n　　里斯品类创新战略咨询中国区副总裁冯华青认为，白酒低度化并非新趋势。近年来，国窖在全国市场追赶五粮液，国缘在江苏市场追赶洋河，均借助了低度酒与高度酒的差异化竞争。随着供给端突破低度白酒口味瓶颈，消费者端也找到了适配场景，预计中低度白酒未来将成为全国市场竞争的重要品类。\n　　不过，肖竹青提醒，改变消费者饮酒习惯并非易事。尽管低度酒优势明显，但消费者长期形成的饮酒偏好难以短期内转变，酒企仍需在产品推广和市场培育方面持续发力。\n　　白酒行业低度化趋势已愈发显著，酒企如何精准把握年轻消费者需求，通过产品创新与市场培育，让低度酒真正成为行业新的增长引擎，仍有待市场检验。（注：本文系AI工具辅助创作完成，不构成投资建议。）\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：AI观察员","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2546174677","isCrawlerRequest":true}