For a long time, alcohol-free wine has been in an awkward position in the Chinese market due to its own characteristics and market environment. Recently, some media reported that alcohol-free wine is becoming more and more popular, and some consumers even choose it as a holiday gift. Does this mean that alcohol-free wines are on the verge of breaking out of "marginalization"? How to open the Chinese market with alcohol-free Wine? Recently, the reporter interviewed industry experts.
What we see now: Marginalized by the market
Alcohol-free wine has been born for more than ten years, because the alcohol content of the product is less than 0.5%, which is controversial in the industry. Through the interview, the reporter found that there are many citizens believe that no alcohol wine because "no alcohol" alcohol content is not high, only grape juice at best. There are also citizens who believe that it is brewed after two processes, which is different from grape juice in the process and can not be simply classified as grape juice.
Jia Yanping, general manager of Interwine China (Guangzhou) International Famous Wine Exhibition Co., LTD., the organizer of Interwine China (Guangzhou) International Famous Wine Exhibition Co., LTD., said in an interview that alcohol-free wine is dealcoholated by special processes such as fermentation, cellars, aging and dehybridizing. It contains a variety of amino acids and resveratrol, which is several times more than ordinary wine, and has high nutritional and health benefits. However, influenced by the characteristics of the product itself, alcohol-free wine has been "marginalized", and consumers' awareness of it is not high, so that it can only exist as an auxiliary product in the market, with personality, but no market.
Future: Accurate positioning is the way out
Facing the huge Chinese market, as a non-mainstream concept, alcohol-free wine still faces a huge consumer group, and there are always some people willing to try new things to consume it. One Guangzhou consumer told the reporter that she often drinks non-alcoholic wine because it has both the taste of alcohol and the refreshing feeling of a beverage. Reporter interview found that alcohol-free wine consumption groups to pursue fashion young people.
"Alcohol-free is a new concept that needs to be nurtured by the market. "In China, the wine consumer base is not big enough compared to baijiu, and if you want to segment it, alcohol-free wine is clearly not attractive enough." The generally sweet taste and low alcohol content of alcohol-free wines do not appeal to men who drink regularly, Jia said. In addition, because of its brand positioning is alcohol-free wine, rather than grape juice, so that the elderly, children, women who do not drink alcohol want to choose it is difficult.
In Jia's opinion, the inaccurate market positioning of alcohol-free wine is an important reason for its marginalization. If you want to open the Chinese market, first of all, the price should be lower than wine, go to the family consumption route. Secondly, we should lock in the target consumer group, do small but fine, slowly cultivate consumers, so that this niche market slowly expand. "Interwine is a big stage to showcase world famous wines, and it will be a great way to showcase alcohol-free wines and promote the market and cultivation of alcohol-free wines." Jia Yanping said. It is understood that Interwine China (Guangzhou) International Wine Exhibition will be held in Pazhou, Guangzhou on May 22, with an exhibition area of 50,000 square meters. At that time, 50,000 brands from 72 wine producing countries will participate in the exhibition.
