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央广《王冠红人馆》财经报告:进口啤酒业绩飙升,国产啤酒如何努力前行?
德国的万奈仕罐装黑啤酒
种类、品牌日趋丰富。近些年,进口啤酒无论从种类还是从品牌上看,都越来越多样化。从前大家经常看到的可能只有百威、喜力、嘉士伯这几个大的进口品牌,而现在,奥丁格、巴利特、保拉纳等品牌也开始为大家熟知。从种类上看,很多之前的啤酒种类单一,而现在,黑啤、白啤等类型也开始在啤酒市场走俏。
"精酿啤酒或成为破局点"
8月1日,《财经》杂志其中一篇报道的标题为《销量连续下滑,精酿啤酒或成为啤酒巨头的破局点》。的确,精酿啤酒现在日益受到大家的欢迎。它起源于德国、比利时、英国等欧洲国家,并随着美国工业、商业、农业的推动而得到发展。美国南北战争之后,随之而来的移民潮和镀金时代使得当时的美国更推崇CD与红酒文化。上世纪90年代开始,随着网络信息时代的到来,资本市场将目光精准瞄向"精酿啤酒"这样一个小众市场。
精酿啤酒和之前的工业啤酒存在较大差异。从原材料来看,精酿啤酒不会为了节约成本而添加替代品,而工业啤酒用的是低成本的高辅料;从发酵工艺上看,精酿啤酒主要突出原料特色以及酿酒师的构想,而工业啤酒会追求保存期限和最大应用数量;从风格上看,精酿啤酒原料不同,口味也不同,而工业啤酒则比较标准化;从规模上看,精酿啤酒规模较小,工业啤酒规模较大。
在我国七八十年代,大家喜爱喝诸如北京双合盛五星、燕京啤酒等传统啤酒厂生产的啤酒。与此同时,散装啤酒也非常受欢迎,尽管其口感略差一些,但还是受到很多人的青睐。然而,随着时代的发展,年轻一代追求差异化、时尚化,对啤酒口感的要求越来越高。我们现在对于啤酒的工业化生产过于追求量和利润,而对酒花、发酵时间、原料以及大麦比例等方面的管理较为粗放,导致顾客根本没有产生喝了啤酒的感觉,这也是国产啤酒令人失望的一大原因。而精酿啤酒的原料、发酵等所有流程都非常讲究,口感自然不一般。由此看来,要想转变啤酒市场的格局,精酿啤酒或许真会成为啤酒巨头的一大破局点。
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