九家名酒企业联合中酒协与美团闪购发布T9 50ml小酌瓶产品，白酒年轻化找到了新解法！

中国酒业协会05-26

新浪财经“酒价内参”重磅上线知名白酒真实市场价尽在掌握当年轻一代消费者逐渐成为酒类消费市场的主力群体，白酒行业正面临一个不可回避的战略命题：白酒年轻化。这个发展方向毋庸置疑，而当下最紧急的任务就是白酒年轻化的顺利落地。在此背景下，由中国酒业协会牵头，美团闪购联合主办，茅台、五粮液、汾酒、泸州老窖、洋河、古井贡酒、郎酒、贵州习酒、剑南春九家名酒企业联合参与的“名酒轻饮·领航向新——中国酒业名酒...

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知名白酒真实市场价尽在掌握\n当年轻一代消费者逐渐成为酒类消费市场的主力群体，白酒行业正面临一个不可回避的战略命题：白酒年轻化。这个发展方向毋庸置疑，而当下最紧急的任务就是白酒年轻化的顺利落地。\n在此背景下，由中国酒业协会牵头，美团闪购联合主办，茅台、五粮液、汾酒、泸州老窖、洋河、古井贡酒、郎酒、贵州习酒、剑南春九家名酒企业联合参与的“名酒轻饮·领航向新——中国酒业名酒年轻化战略暨T9 50ml小酌瓶发布会”，将于5月27日下午在北京中国大饭店举行，会上将首次发布T9 50ml小酌瓶产品，并全面登录美团闪购，以“轻量化”+“即时享”，驱动名酒年轻化新路径。\n\n长期以来，白酒的主流规格为500ml，单瓶价格较高、容量较大，从价格和“酒量”上对年轻人形成两道尝试门槛，成为白酒年轻化道路上亟须消弭的阻碍。此次九大名酒同步推出50ml（一两装）小规格产品，从价格和容量上消弭了年轻人消费的顾虑，以更灵活的消费场景，扩宽饮酒的边界。\n50ml规格的设计，具备三重显著的市场优势。其一，对于首次尝鲜的消费者而言，小酌瓶提供了低成本的风味体验窗口；其二，对饮酒频次较低，微醺则止的年轻人而言，小酌瓶恰好满足微醺的效果，一两、二两、三两可以酌情选择；其三，对于不同的社交场景而言，小酌瓶可灵活匹配多元需求。总而言之，轻量化使得白酒从“宴席、应酬”走向“日常陪伴”，更加契合年轻人的消费主张。\n即时享：即时零售满足“所想即所得”场景化需求\n仅有产品轻量化并不足以完成年轻化闭环，还需要考虑到年轻消费者的生活习惯和消费习惯。数据显示，18-35岁年轻客群在即时零售市场占比已高达78%，他们的购买行为呈现即时化、碎片化特征——临时聚会、夜间独酌、露营小聚、旅居途中等新兴消费场景不断涌现，这些即时性的饮用需求，传统烟酒店渠道显然已经不能满足，即时零售高效履约的优势正好符合他们的需求。\n\n美团闪购作为即时零售的领军平台，服务超5亿年度活跃用户，覆盖全国的履约网络中，35岁以下用户占比近七成，并基于场景驱动为消费者提供精准、高频、高确定性的购酒体验，T9 50ml小酌瓶上线美团闪购后，将精准渗透年轻人的丰富消费场景，并依托强大完善的覆盖网络、高效的配送模式，30分钟配送到餐桌，即时满足年轻消费者即时消费需求，打通名酒通往年轻消费圈层最精准的通道。\n协会、名酒、美团闪购三者力量叠加，打开白酒年轻化新增长空间\n过去数年间，行业内不乏小酒、年轻化白酒产品，但多数为单品牌行为，缺乏统一的行业标准和渠道协同。本次小酌瓶产品面世，汇聚了中国酒业协会、九家头部企业及美团闪购三重力量，从协会层面、酒企层面及渠道层面达成集体共识，其背后是协会的背书和名酒企品质的保障以及美团即时零售的高效履约，能量可见一斑。\n发布会上，将汇聚协会、酒企与美团闪购领导、代表，共同探讨白酒年轻化的新机遇，发表关于这一赛道的真知灼见，在不同的声音中找到契合的观点。其间更有精彩的论坛对话，主办方与品牌代表就名酒轻饮，年轻路径的方向展开讨论，为行业及酒企发展找到新的能量，并为白酒年轻化赛道的后来者们打下样板。\n5月27日下午，相约北京“中国大饭店”，共鉴T9 50ml小酌瓶产品发布，共迎轻量化饮酒新时代！\n编审 / 潘耀平\n责编 / 张晓薇\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：李思阳","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":1,"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; 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