会稽山推原浆鲜黄酒，能否打破传统？

DoNews2025-08-08

近日，会稽山推出1743原浆鲜黄酒与纯正五年鲜原浆绍兴酒，采用5秒瞬杀锁鲜技术和全程冷链，主打“鲜活”口感。此举旨在打破黄酒“越陈越香”的传统认知，拓展夏季消费市场，吸引年轻群体。产品主攻中高端市场，首批投放华东地区。业内观点不一，有人认为其迎合年轻消费者对清爽健康饮品的需求，也有人质疑其是否能真正突破品类限制。在黄酒整体面临区域固化、消费老龄化等困境下，会稽山希望通过创新打开全国市场。

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