For a long time, Chinese people usually drink liquor in small groups, pay attention to interpersonal relationships and circle effects, and pursue the release of pressure and deepen feelings. However, young people tend to drink as a medium for interpersonal communication, in order to broaden their contacts and strengthen their social attributes. The main force of consumption in the traditional liquor market is the middle-aged group, but with the high-end of the main consumer group, young people will become the flag bearer of liquor consumption instead. More and more young people are familiar with and fall in love with the full and mellow aroma of liquor, as well as the deep and personalized quality expression. As young people, they pay attention to more than just taste, "atmosphere" and "style" are essential.

01, the trend of liquor "age reduction"

On April 6, 2022, the release of the Action Plan for the digital "Three Products" of the Consumer Goods Industry (2022-2025)(Draft for comment) can be said to escort the young and fashionable liquor from the policy level. In the previous "Guiding Opinions on Accelerating the Construction of the Modern Light Industry System (Draft for comment)", "it is necessary to develop diversified, fashionable, personalized and low-alcohol liquor products for young consumer groups and foreign consumer groups", it can be said that from the policy level, the product research and development of the liquor industry has pointed out the direction and determined the road.

Relevant industry insiders said that the national ministries and commissions proposed for the first time the rejuvenation and internationalization of liquor, releasing the signal of the liquor industry's capacity reform and shift upgrade, and it is also the direction of the supply side reform of the liquor industry. In the new development stage, innovation has become the inevitable choice to implement the new development concept of the wine industry, change the development mode of the wine industry, and promote the high-quality development of the wine industry. A series of activities organized by the China Wine Association, such as the "Green Wine Award", the most beautiful wine bottle competition, the wine Tasting Competition, the National College Students Wine Tasting Competition, and the liquor Cocktail World Cup, are aimed at promoting the quality upgrade, product upgrade, process upgrade and marketing upgrade of the wine industry, and keeping up with the new consumption trend of young and personalized wine in the new era. Promote the industry to continuously create a new situation of high-quality development.

02, personalized expression rejected "father taste"

With the advent of the era of diversification and personalization, consumers have gradually accepted, understood and listened to the story behind wine from the beginning of drinking simply concerned about quality. People have shown interest and demand for the value expression and brand concept of liquor, and their requirements for liquor have gradually expanded from simple "taste" to "drinking atmosphere" and "brand identity". Unchanged traditional liquor, gradually unable to adapt to the new psychological needs of consumers. Under such a wave of consumption, many liquor brands have launched personalized products, and the market response has fully reflected that the young and personalized liquor has become one of the important expressions of the product. As Song Shuyu, chairman of the China Wine Association, once said, each wine adds new beauty, beauty and new Hua chapter, the "14th Five-Year Plan" Chinese liquor industry an important symbol of high-quality development, is the wine personalized expression of the upgrade. In the new era, "personalization" also needs to take a new step.

Baijiu was once too serious and even ridiculed as having a "daddy taste", which was once difficult to get the love of young people. In recent years, with the consumption upgrade and the rise of Generation Z, young consumers have new demand and cognition for liquor. "Drinking atmosphere" and "tipsy experience" interweave to create low-alcohol, young, personalized liquor, because it can better cater to the young mentality and the needs of international consumer groups, become the first drink of countless young people.

The young and personalized transformation of liquor is not only reflected in the packaging and the body of liquor, but also in the quality of liquor, business strategy, communication mode, marketing means and so on. Of course, the personalized improvement and expression of quality is undoubtedly the most critical part, no matter how novel the packaging and concept, the quality of the wine is still the first, it can be said that quality is the lifeline of a product. High-quality products are far easier to convince consumers to buy than changing the packaging. Under the wave of innovation and transformation, liquor enterprises should not forget their original intention, adhere to traditional brewing, adhere to natural brewing, adhere to unique processes, and constantly improve brewing skills in order to better achieve personalized flavor and younger products.

All in all, the path of liquor to achieve "younger and personalized" is multi-directional. Wine enterprises need to identify the advantages of their own brands and carry out in-depth cultivation according to their own conditions and differentiated development. The injection of fresh blood is conducive to the diversified development of the wine industry, broaden the boundaries of the wine industry, open up consumption levels, and break down consumption barriers. We believe that the personalized trend will certainly bring a new fashion to the Chinese wine industry.