Traditional beer season is not prosperous, craft beer has become a new favorite in the market


Release time:

14 Jun,2017

Beer, as a typical seasonal fast-moving consumer product, has sales several times higher in summer than at other times. The production and sales of beer in summer and autumn almost determine the annual production and sales of beer. However, according to the semi annual report released by listed liquor companies in August 2016, the sales of traditional beer experienced a significant decline in the summer. Data shows that in the first seven months of last year, China imported over 370000 tons of beer, a year-on-year increase of 26.8%; In addition, the sales of craft beer niche beer in the market are increasing at a rate of 40%. What changes have occurred in the beer consumption market?

 

Beer, as a typical seasonal fast-moving consumer product, has sales several times higher in summer than at other times. The production and sales of beer in summer and autumn almost determine the annual production and sales of beer. However, according to the semi annual report released by listed liquor companies in August 2016, the sales of traditional beer experienced a significant decline in the summer. Data shows that in the first seven months of last year, China imported over 370000 tons of beer, a year-on-year increase of 26.8%; In addition, the sales of craft beer niche beer in the market are increasing at a rate of 40%. What changes have occurred in the beer consumption market?

It is understood that craft beer is called Craftbeer in foreign countries, which directly translates to handmade beer. According to US regulations, craft beer needs to meet three conditions: firstly, the annual production cannot exceed 6 million barrels; Secondly, the proportion of non craft brewers or corporate institutions cannot exceed 25%; Thirdly, the flavor of most beers must be obtained from traditional or innovative raw materials and fermentation processes.

In China, there is currently no standard statement on what exactly craft beer is. However, reporters found in interviews that some beer manufacturers believe that the biggest characteristics of craft beer are the raw materials and freshness of the brewing.

The founder of a craft beer said, "We do not compromise on the requirements of craft brewing formulas by using rice or corn, just to reduce costs. We will definitely use the best raw materials we can find on the market to do it

Quality and innovation have led to the acceptance of craft beer by more and more consumers, and the entry of capital has also led to the rapid growth of this niche market.

Consumption upgrading and market transformation, craft beer has great potential

At present, the craft beer industry in China has just started, belonging to a small and micro brewing scale. Experts predict that in the next five years, with the upgrading of consumption by a large number of consumers in third and fourth tier cities, the market share of craft beer is expected to reach 5% from the current 0.1%. Compared to the huge beer market base, there is great development space.