多家知名酒企集体“降度”引关注

经济参考网2025-07-29

近期，泸州老窖、五粮液、水井坊等酒企纷纷宣布将推出低度酒产品，布局低度酒市场。来自中国酒业协会的数据显示，2025年低度酒市场规模将突破740亿元，年复合增长率或达25%，增速远超白酒行业整体水平。《经济参考报》记者注意到，受年轻消费群体偏好影响，低度化已成为白酒消费的新趋势，中度酒、低度酒或是白酒行业未来发展方向之一。业内人士分析认为，以白酒为主营业务的上市公司已在低度酒市场八仙过海、各显神通，...

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attention","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600779":0.9,"000858":0.64},"content_text":"近期，泸州老窖、五粮液、水井坊等酒企纷纷宣布将推出低度酒产品，布局低度酒市场。来自中国酒业协会的数据显示，2025年低度酒市场规模将突破740亿元，年复合增长率或达25%，增速远超白酒行业整体水平。《经济参考报》记者注意到，受年轻消费群体偏好影响，低度化已成为白酒消费的新趋势，中度酒、低度酒或是白酒行业未来发展方向之一。业内人士分析认为，以白酒为主营业务的上市公司已在低度酒市场八仙过海、各显神通，未来谁能占得先机、拔得头筹尚有待市场进一步观察。据介绍，低度酒，在白酒行业中一般指采用了降度工艺、酒度在40度以下的白酒。为了适应不同场景的消费需求，常见的低度白酒度数有38度、35度、32度、28度，主流产品有泸州老窖推出的产品38度国窖1573、五粮液旗下产品39度五粮液等。此外，还包括20度以下的超低度白酒，如五粮液旗下仙林生态小酌时光果味酒等。记者了解到，目前，泸州老窖还计划研发6度、16度的白酒，锚定消费者需求，拓展更低度数酒类的消费市场。近年来，多家酒企尝试低度酒研发，并取得了一些成果。早前，泸州老窖公司总经理林锋在2023年度股东大会上表示，公司的低度酒销售占比大幅提升，38度国窖1573在公司的销售收入占比已提升至50%左右。近日，泸州老窖宣布28度国窖1573研发成功，将适时投放市场。林锋表示，低度酒卖得不错，原因在于90后和00后等消费群体更喜欢低度酒，这是消费者选择的结果，中度酒和低度酒是未来行业的发展方向之一。在此趋势下，其他酒业也纷纷研发新品，进军低度酒赛道。《经济参考报》记者研读公开资料发现，五粮液将推出29度的新品“一见倾心”系列，洋河股份计划对33.8度微分子白酒系列产品进行升级，酒鬼酒计划发布四款40度以下的白酒新品，而水井坊将针对25-30岁的年轻消费者在特定区域推出38度以下产品。从白酒行业来看，低度酒已经成为各大酒企争相抢占的重要领域。2025年上半年，伴随着政策调整与消费场景转变，白酒行业持续承压，白酒消费的三大核心场景（政务、商务、聚饮）均呈下滑趋势。不少酒企也出现了营收下滑、净利润走低、销量骤减、库存囤积等诸多问题。与此同时，年轻人逐渐成为主要消费力量，传统的饮酒文化、酒桌文化正不断遭到挑战。业内人士分析认为，白酒“降度潮”背后，是酒企拓展“年轻化”市场、扭转颓势的迫切需求。然而，白酒“低度化”并非“加水稀释”这么简单。据介绍，白酒的酒度在47度以上时比较清澈透明，然而随着酒度的降低，沉淀析出，酒水的透明度会逐渐变差，甚至浑浊、失去光泽。同时，由于度数降低，白酒的味道与香气均会减淡，影响饮用口感。行业人士认为，探索合适的降度工艺，力求“降度降价”的同时品质不减，对酒企来说或是当下最为重要的课题。部分白酒专家直言，短期来看，老窖、五粮液等企业推出的低度化新产品可通过经销商渠道短期调整收入，但消费端实际接受度有限。不少传统白酒消费区因口感偏好固化难以改变，而针对年轻消费者的低度化尝试亦不匹配需求，年轻群体更倾向10度以内且具丰富口感的产品，而非20多度的低度白酒。从技术上看，当前工艺改进虽能提升20多度白酒的丰富度与口感，仍难以带来颠覆性变化或有效培育增量需求。尽管当下势头迅猛，但低度酒能否契合消费趋势的本质而非表面偏好，能否在短期浪潮褪去后形成长期文化认同，或仍待市场检验。文章来源：经济参考网原标题：多家知名酒企集体“降度”引关注","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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