低度酒提了这么多年，为啥今年尤其火？

中国商网2025-07-17

“小孩那桌”长大了白酒想靠降“度”再上桌近来，低度酒火了一把。包括五粮液、泸州老窖、洋河、水井坊在内的多家龙头酒企纷纷官宣将上市低度酒产品，29度五粮液引发网友对其“是否是白酒”的热议，也使得低度酒话题火速“破圈”。【此前报道：白酒“变天”？！五粮液、洋河等重磅调整！】实际上，早在2017年，中国酒业协会就公开发声倡导白酒低度化。各大酒企也早就有低度酒产品在售，包括39度五粮液、38度国窖1573...

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year?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":0.9,"600779":0.9,"600809":0.9,"000858":0.6},"content_text":"“小孩那桌”长大了白酒想靠降“度”再上桌近来，低度酒火了一把。包括五粮液、泸州老窖、洋河、水井坊在内的多家龙头酒企纷纷官宣将上市低度酒产品，29度五粮液引发网友对其“是否是白酒”的热议，也使得低度酒话题火速“破圈”。【此前报道：白酒“变天”？！五粮液、洋河等重磅调整！】实际上，早在2017年，中国酒业协会就公开发声倡导白酒低度化。各大酒企也早就有低度酒产品在售，包括39度五粮液、38度国窖1573等，但其一直不是酒企的主力产品。可以说，真正喜欢喝白酒的人还是更接受高度白酒。低度酒今年尤其火，是多重因素作用下的结果。首先，白酒行业的调整已持续了几年。从上市公司财报来看，龙头酒企业绩仍保持增长，但增速放缓，行业竞争加剧。【相关报道：白酒的“寒气”吹到了这几家】到了今年，这一趋势愈加明显。大中小白酒企业都在努力破局，寻找新的业绩增长点，纷纷将目标瞄准了低度白酒赛道，并在公司已有的低度白酒产品基础上进一步“降度”。△图为北京一家超市的白酒售卖区。值得一提的是，低度酒不仅承担了扩大酒企营收的重任，还分担了其产品价格下滑的压力。去年以来，飞天茅台市场流通价格不断走低。目前，散瓶飞天茅台价格在1900元/瓶左右徘徊，引发社会多圈层人士关注，其他白酒产品价格也出现了一定程度下滑，多家酒企都在控货控价。而与高度白酒相比，低度白酒价格下滑的受关注度较低。高度飞天茅台价格从2300元/瓶左右下滑到1900元/瓶左右受到广泛关注，而低度飞天茅台价格从1060元/瓶左右下滑到770元/瓶左右激起的水花较小。酒企需要低度白酒“分担压力”。其次，酒企也希望吸引新的消费群体。毕竟，传统喝白酒的人群数量难有大的增长，这几年白酒产量连年下滑就可见一斑，酒企都在向更广泛的人群抛出橄榄枝。这个群体说小不小，包括年轻人、女性、老年群体等，具有较大消费潜力。但这些人也有独有的消费特征，比如年轻人对价格的敏感性较高，女性对产品颜值等有一定要求等。此外，摆在这些人面前的选项也有很多。这些年，为了做好“年轻人生意”，啤酒企业在加大酒精度做精酿啤酒，饮料企业在产品中加酒精推低度果酒。在众多选择之下，传统白酒企业的低度白酒对年轻人的吸引力到底有多大，不好评说。再次，随着当前消费渠道深层变革，向新场景新渠道转型是传统白酒企业的必修课，而低度白酒正顺应了这一转型。不久前，泸州老窖董事长刘淼曾公开表示，当前白酒行业的消费需求在持续转变，年轻消费群体更倾向于个性化、低度化、立体化、悦己化的酒类消费，更青睐小型聚会、下班小酌等轻社交场景。与高度白酒通过传统渠道销售不同，低度白酒可通过烧烤店、串串店、餐吧等渠道拉近与年轻人的距离。只是，这些渠道目前早已是巨头林立，可以说是啤酒、饮料、光瓶酒等的天下。龙头酒企想抢食一杯羹，若产品性价比不高，难度不小。最后，低度酒的技术门槛，是此前酒企做低度白酒一直备受质疑的问题。低度白酒在降度的同时风味饱和度会降低，在降度的同时保持好的口感是酒企需要共同面对的难题。经过探索，低度白酒的技术难题有了一定突破。刘淼前不久表示，包括贵州茅台、五粮液、泸州老窖、山西汾酒在内的头部酒企都具备低度白酒的研发能力。但白酒的忠实消费群体对产品的品牌、香型、口感甚至酒精的刺激感都有较高的要求，低度白酒仍难以满足其需求。正如前不久引发广泛关注的29度五粮液，不少消费者尤其女性消费者留言表示产品口感很好，会接受低度白酒，但也不乏一些酒商称，其口感还是达不到甚至不会达到其对酒精刺激感的要求。而这或许也是我国白酒行业经历了多轮周期仍能有不少忠实消费群体的原因。尽管面临一些质疑的声音，但相信具有悠久酿造历史和传统文化属性的中国白酒将一直在消费者心中和市场经济中占有一席之地。你怎么看待白酒“降度”？评论区聊聊吧～作者丨记者 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