白酒集体降度，能成为打开新消费的钥匙吗？

第一财经2025-06-26

2025年上半年，白酒行业的深度调整依然在持续，也迫使酒企主动作出改变。近日记者了解到，在五粮液宣布将推出29度五粮液产品后，泸州老窖内部也在研发更低度的创新白酒产品。在业内看来，今年上半年，白酒降度成为一个新趋势。在近期举行的五粮液股东大会上，五粮液管理层透露，将系统性地推进年轻化战略，考虑到年轻人对低度酒的偏好占比超过60%，五粮液将在下半年推出29度五粮液等契合年轻人口味和审美的新产品。29...

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consumption?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":0.9,"000858":0.9},"content_text":"2025年上半年，白酒行业的深度调整依然在持续，也迫使酒企主动作出改变。近日记者了解到，在五粮液宣布将推出29度五粮液产品后，泸州老窖内部也在研发更低度的创新白酒产品。在业内看来，今年上半年，白酒降度成为一个新趋势。在近期举行的五粮液股东大会上，五粮液管理层透露，将系统性地推进年轻化战略，考虑到年轻人对低度酒的偏好占比超过60%，五粮液将在下半年推出29度五粮液等契合年轻人口味和审美的新产品。29度五粮液流行于上世纪90年代，随着白酒饮用高度化的趋势而停产。今年6月份，五粮液已经在针对29度五粮液进行市场测试，测试内容也更偏重于香气、口感、饮后反应等体验感。记者了解到，不仅仅是五粮液，泸州老窖内部人士透露，公司也在研发更低度的白酒产品，但具体计划尚不能透露。此前，洋河在春季糖酒会期间也推出了多款33.8度的微分子白酒新品，根据其此前公布的计划，今年9月还有多款低度新品上市。头部白酒企业扎堆低度化，并非降低成本的考量。曾操盘浓香型酒企的白酒独立评论员肖竹青告诉第一财经记者，浓香型白酒取酒的酒精度是70度，低度酒需要通过勾兑来降度，但白酒降度会导致酒体浑浊变味，因此需要更复杂的工艺和更多的调味酒，成本反而并不会低。在业内看来，白酒企业更希望通过低度化来迎合新一代消费者的需求，寻求新增量。虽然2024年白酒主要上市公司业绩都出现了不同程度地放缓或下滑，但低度酒赛道依然保持增长。在2024年举行的股东大会上，泸州老窖管理层就曾透露，38度国窖1573的销售表现较好，低度酒占比已经从过去的15%提升至50%，因为“90后”和“00后”等消费群体更喜欢低度酒,这就是消费者选择的结果,所以中度酒和低度酒是未来行业的发展方向之一。中国酒业协会近日发布的《2025中国白酒中期研究报告》显示，随着年轻消费群体的崛起，白酒行业的消费结构正在悄然发生变化。数据显示，商务及管理人群仍然是白酒的消费主力，占比85.1%。同时，“年轻化”成为酒业发展潮流。85年至94年出生的普通白领和职场新人成为企业寻找细分市场的重要突破口。因此，企业积极拥抱年轻消费者、打破固有消费圈层、探索品牌年轻化之路成为当下白酒企业的必修课题。在过去很长一段时间里，白酒企业在年轻化上也多有尝试，比如茅台曾推出年轻化的酱香咖啡、巧克力等产品，在业内看来，随着这些创新举措吸引了年轻消费者的关注，但这也与高度白酒辛辣的口感和饮后反应带来的不适体验形成了反差。更低度的白酒在口感和饮后反应上更容易被年轻人所接受。知趣咨询总经理蔡学飞告诉第一财经记者，2025年国内低度酒预计市场规模达740亿元，参考39度五粮液、低度国窖1573等最近几年的快速业绩增长，低度酒对于当代消费者的适应性更强，利口性与健康性特征明显，而且场景消费更加灵活。对于酒企来说，低度酒与现有渠道有一定的互补性，并且主要满足消费者自饮、朋友聚会等需求，可以为其开辟新的销售增量市场。在里斯品类创新战略咨询中国区副总裁冯华青看来，白酒的低度化并非近期才引起关注的新概念，近年来全国市场国窖对于五粮液的追赶，江苏市场国缘对于洋河的追赶，无不是依赖了低度vs高度的差异化竞争。传统白酒需要高度数一定程度上是技术壁垒造成的，目前在供给端实现了低度白酒口味的突破，在消费者端也找到了合适的场景。因此，预计中低度白酒未来会成为全国市场竞争的重要品类。但肖竹青也提醒，改变消费者的饮酒习惯并非一蹴而就的事情。虽然低度酒有其优势，但消费者长期以来形成的饮酒习惯和偏好难以在短时间内改变，酒企还需要在产品推广、市场培育上多做文章。","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 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