For thousands of years, China has been known as a nation of Baijiu drinkers, but the cup is running dry as Gen Z and millennial drinkers crave healthier options !
Since 2013, we already knew that official meetings or economic meetings in China were more about tea than alcohol.
But even for youngsters, beerless beer and other non-alcoholic versions of classic beverages are growing in popularity among drinkers of all ages in China, especially trendsetting Gen Z and health-aware consumers.
In Chinese newspapers, we can read Tmall said its alcohol-free and low-calorie beer category soared 657% year-on-year in terms of GMV between 2020 and last year.
Established global and domestic players, from beer-producing Belgian multinational AB InBev to Shandong-headquartered Tsingtao Brewery, have jumped on the trend in recent years with low-alcoholic takes on pub favorites.
Even during the nights of Shanghai ?
Chinese newcomer, Shanghai-based New Zero is taking things further by rolling out alcohol-free beer, a step above non-alcoholic drinks that often contain up to 0.5% alcohol.
Their marketing department proudly announces that Chinese liquor Baijiu is for grandfather, beer is for daddy but the young generation wants to have their drink too.
Founded in 2020, New Zero saw its year-on-year GMV jump 800% over the last six months.
For under 30 and female customers
Over 75% of its customers are under 30, and nearly half of its sales come from female consumers, echoing a 2022 report by domestic research group iiMedia showing more than 60% of low-alcoholic beverage consumers are women.
We can read in the website Alizila that female consumers would like to keep fit and stay safe, so they always look for the lowest alcoholic drinks or drinks containing the fewest calories,
Alcohol Zero for Gen Z ?
For thousands of years, China has been known as a nation of Baijiu drinkers, but the cup is running dry as Gen Z and millennial drinkers crave healthier options !
Since 2013, we already knew that official meetings or economic meetings in China were more about tea than alcohol.
But even for youngsters, beerless beer and other non-alcoholic versions of classic beverages are growing in popularity among drinkers of all ages in China, especially trendsetting Gen Z and health-aware consumers.
In Chinese newspapers, we can read Tmall said its alcohol-free and low-calorie beer category soared 657% year-on-year in terms of GMV between 2020 and last year.
Established global and domestic players, from beer-producing Belgian multinational AB InBev to Shandong-headquartered Tsingtao Brewery, have jumped on the trend in recent years with low-alcoholic takes on pub favorites.
Even during the nights of Shanghai ?
Chinese newcomer, Shanghai-based New Zero is taking things further by rolling out alcohol-free beer, a step above non-alcoholic drinks that often contain up to 0.5% alcohol.
Their marketing department proudly announces that Chinese liquor Baijiu is for grandfather, beer is for daddy but the young generation wants to have their drink too.
Founded in 2020, New Zero saw its year-on-year GMV jump 800% over the last six months.
For under 30 and female customers
Over 75% of its customers are under 30, and nearly half of its sales come from female consumers, echoing a 2022 report by domestic research group iiMedia showing more than 60% of low-alcoholic beverage consumers are women.
We can read in the website Alizila that female consumers would like to keep fit and stay safe, so they always look for the lowest alcoholic drinks or drinks containing the fewest calories,
