
作为中国最大的酿酒葡萄产区,宁夏贺兰山东麓葡萄酒年产量达1.4亿瓶,占国产酒庄总量近50%。为拓宽消费群体,当地酒企通过低度甜型产品、电商布局、盲盒营销及跨界合作等方式吸引年轻消费者,线上25至40岁消费者占比超45%,消费期待正从‘品牌+价格’转向‘产区+风格+场景+口感’
AI-generated summary
宁夏贺兰山东麓是中国最大的酿酒葡萄集中连片产区,葡萄酒年灌装量达1.4亿瓶,占国产酒庄酒酿造总量的近50%。
作为中国最大的酿酒葡萄集中连片产区,宁夏贺兰山东麓葡萄酒产区葡萄酒年灌装量(产量)1.4亿瓶,占国产酒庄酒酿造总量的近50%。随着葡萄酒产业持续发展,该产区欲拓宽消费客群,向年轻群体延伸。
酿酒橡木桶。中新网记者 杨迪 摄
“葡萄酒消费市场是一个‘金字塔’,如何壮大‘塔基’,是从业者重点关注的部分。”西鸽酒庄公共事务总监赵倩近日接受记者采访时表示,在葡萄酒消费市场中,年轻群体蕴含着可观的消费潜力。
在研发层面,宁夏多家酒企、酒庄针对年轻消费者偏好低度数、甜口感、高颜值酒饮的需求,推出一系列创新产品。如宁垦酒业于2022年启动年轻化战略,推出187毫升小包装干红等产品,以丰富口味、新颖包装、低度理念吸引年轻消费者,并延伸出葡萄汽酒、无醇葡萄酒等品类;西鸽酒庄推出小罐酒等轻量化产品,适配野餐、小聚等多元场景,让喝葡萄酒变成一件好玩的事。
在销售渠道方面,不少酒庄已搭建起丰富的电商矩阵。西鸽酒庄在线上开设京东、天猫、抖音、小红书等自营店铺;木兰朵葡萄酒品牌跻身天猫葡萄酒店铺销售榜第六。今年9月,淘宝天猫美食美酒生鲜行业、淘宝直播·直播中国联合宁夏相关部门启动“贺兰山东麓葡萄酒新产地计划”,希望进一步探索从“好酒”到“好品牌”的数字化路径。
产品之外,不少酒庄开始创新营销玩法。“我们推出99元的葡萄酒盲盒,降低消费者初次尝鲜门槛,引导年轻人体验不同风格酒款。”赵倩介绍,这一做法精准触达爱审美、愿意尝新的新一代消费者,带动店铺复购率从19%提升至24%。
跨界融合亦成为宁夏葡萄酒的破圈“妙招”。部分酒庄携手宁夏本土青年茶馆品牌,推出红酒茶饮和门店特调,“爆款”红酒石榴冰茶上线三个月销售近6万杯,让年轻消费者在逛街时就能接触到葡萄酒;葡萄酒音乐艺术节吸引全球12个国家的青年创意力量参与,通过葡萄酒文创设计大赛、短视频大赛等形式,推动葡萄酒文化与青年群体的跨界融合。
《淘宝天猫葡萄酒新产地报告》显示,贺兰山东麓葡萄酒近3年保持两位数增长,25至40岁线上消费者合计占比超45%,消费者对葡萄酒的期待正从“品牌+价格”转向“产区+风格+场景+口感”,更愿意为日常饮用买单。(完)
AI outlook — possibilities, not facts
贺兰山东麓葡萄酒在年轻消费者中的市场份额将继续增长
Likely · Within months

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