Summary of Key Points
This article uses the lukewarm reception of alcohol consumption during the World Cup as a starting point to discuss the declining popularity of beer and baijiu among young people. Beer has shifted from being a traditional summer staple for cooling down to an occasional treat, with production decreasing but revenues maintained through mid-to-high-end products. Baijiu, on the other hand, has seen a significant drop in price and sales due to younger consumers' disinterest and reduced demand in professional and official settings. This reflects changes in young people's consumption habits, social norms, and lifestyles—they place more emphasis on health and genuine happiness, rejecting meaningless social pressures, and the traditional logic of alcohol consumption is being rewritten.
1. Beer: From a Summer Must-Have to an Occasional Drink
In the past, during summer power outages, ice-cold beer and watermelons were a perfect combination, and family gatherings over beer for casual conversations were common. However, with the widespread use of air conditioning and refrigerators, there are now more beverage options (such as iced Americanos and sugar-free sparkling water). Young people are also concerned about the high calories in beer and the risk of fatty liver and gout, so beer has become an occasional choice rather than a necessity. According to data from the National Bureau of Statistics, beer production is expected to decline by 2025 compared to its peak in 2013. Nevertheless, beer companies are making more money from mid-to-high-end bottled and craft beers, as some are willing to pay for higher-quality, more stylish options.
2. Baijiu: Falling Prices and Disinterest Among Young People
Baijiu has seen a faster decline than beer: prices of mid-to-high-end baijiu are expected to drop by more than 30% by 2025, with Moutai even falling below its recommended price of 1499 yuan. Dealer sales have also decreased by 60%-70%. Why?
- Young people simply don’t like it: Brands like Jiang Xiaobai were once popular due to marketing efforts, but it turned out that young people find baijiu expensive and unpalatable.
- Less pressure to drink at work: Companies are avoiding the tradition of encouraging drinking at work, and government bans on alcohol consumption in some contexts have reduced business and official events.
- Weddings no longer rely on baijiu: While baijiu is still served at traditional weddings, the opening rate of bottles is only 35%-42%, with many couples preferring milk tea or red wine as more practical and affordable alternatives.
3. Young People’s Drinking Preferences: Appearance, Price, and Convenience
For young people, appearance and convenience are key when it comes to drinking. Low-alcohol beverages and fruit-flavored pre-mixed drinks come in attractive packaging that looks good in photos. Craft beers offer a variety of flavors and are affordable. They don’t want to rely on alcohol to maintain social connections—while in the past, they might have used it to cope with loneliness after a breakup, nowadays they’re too busy focusing on their lives to bother with drinking unpleasant baijiu.
4. Beer Companies’ Self-Saving Measures: Successful Transformation for Beer, Limited Success for Baijiu
The beer industry has successfully targeted young consumers with mid-to-high-end and craft beers, meeting their desire for something fresh and stylish, resulting in increased revenue despite declining production. Baijiu companies have tried to adapt by collaborating with brands like milk tea and ice cream, but these partnerships often lose their novelty quickly. The problem remains: the “old-fashioned” image of baijiu is hard to change, and collaborations merely tap into temporary trends without addressing the core issue of young people’s disinterest.
5. The Future of Traditional Alcoholic Beverages
In the years to come, baijiu may still be a choice for gifts from elders, but young people will likely drink their preferred low-alcohol or craft beers in private, leading a more self-defined lifestyle. The World Cup may no longer attract large crowds for watching matches, and baijiu won’t be able to retain its appeal among younger consumers. Essentially, times have changed: young people no longer endure meaningless hardships or pay for things just for the sake of appearance.