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There are new standards for the light-fragrance liquor produced in the Luliang area.

On the morning of July 31, the Luliang City's 100 billion-level liquor industry promotion conference was held in Luliang, and the conference officially released the "Luliang production area Daqu light-fragrance liquor standard system". It is reported that the introduction of this standard has initially achieved the standardization of the Luliang liquor production area from scratch, empowering the development of light-fragrance liquor. This also means that the rise of light-fragrance liquor that Shanxi Fenjiu has been promoting has a new driving factor.

Another standard for light-fragrance liquor is released

LuliangproposeBuild a 100 billion-level liquor industry

It is understood that the "Luliang Production Area Daqu Light-Fragrant Liquor Standard System" released this time is led by the Luliang Municipal Bureau of Industry and Information Technology, and the China Alcoholic Drinks Association and the Luliang Alcoholic Drinks Association organize top industry experts and technical personnel from Luliang's key enterprises to participate. It aims to create a national Daqu Light-Fragrant Liquor Production Area Standard Innovation Highland and Benchmark, and use a scientific and sound standard system to lay the foundation for the scientific and sustainable development of liquor production areas, and achieve high-quality development of light-fragrance liquor in the Luliang production area.

Du Xiaowei, deputy secretary-general of the China Alcoholic Drinks Association, said that the introduction of the standard has initially achieved the standardization of the Luliang liquor production area from scratch. The next step will be to gradually improve it and then achieve a step-by-step improvement from existing to excellent. Ultimately, the main standards of the Luliang production area will be upgraded to national group standards, which will play a leading and promoting role in standardization work and empower and assist the high-quality development of the production area in the new era.

Song Shuyu, deputy secretary of the Party Committee and chairman of the China Alcoholic Drinks Association, pointed out that Luliang is one of the world's top ten liquor producing regions. At present, the liquor industry is undergoing changes and transformations in its industrial structure, market structure and consumption structure. Faced with the increasingly diversified and personalized consumer demand, the Luliang production area should build on its own advantages and promote the development of the light-fragrance liquor industry towards a higher quality direction.

As the main production area of ​​domestic light-fragrance liquor, the Luliang production area has set the goal of building a liquor industry worth hundreds of billions of yuan, and its liquor industry has also achieved rapid growth in recent years.

According to data from the China Alcoholic Drinks Association, in 2023, Lvliang liquor accounted for 6.2% of the national market, doubling from 2022. In the first half of 2024, Lvliang's liquor production above designated size reached 168,000 kiloliters, a year-on-year increase of 27.9%, accounting for more than 90% of Shanxi's total production. In addition, in the next two years, Lvliang will increase its liquor production by 50,000 kiloliters and its output value by 10 billion yuan each year; by the end of the 14th Five-Year Plan, the city's liquor production capacity will reach 600,000 tons, its output will reach 500,000 kiloliters, and its output value will exceed 70 billion yuan.

Fenjiu promotes the rise of light fragrance category

propose"One third of the world"Target

When it comes to the development of light-fragrance liquor, we have to mention Shanxi Fenjiu, the leader of light-fragrance liquor. Previously, Yuan Qingmao, chairman of Fenjiu Group, mentioned many times that Fenjiu will take advantage of the opportunity of the construction of "Xinghua Village Fenjiu Professional Town" to play the leading role of Fenjiu brand and promote the overall rise of the entire light-fragrance system by leading the category, promoting brand strategy synergy, strengthening cultural empowerment, and maintaining the bottom line of quality.

It is understood that in 2022, Shanxi Fenjiu set the strategic goal of "Fenjiu Renaissance", proposing that "by the end of the 14th Five-Year Plan, Fenjiu will enter the first camp of the liquor industry, achieve one-third of the world, and reshape its brand position". Fenjiu further explained that "one-third of the world" is the interim goal of Fenjiu's revival, but it should not only be sales revenue that ranks among the top three, but should be all-round and high-quality, and important business management indicators should all rank among the top three, and at the same time drive the entire light fragrance category to become a fast-growing pole in the liquor market.

In 2023, Shanxi Fenjiu's revenue exceeded 30 billion yuan, and its net profit exceeded 10 billion yuan for the first time, which also made the voice of "the rise of light fragrance" rise again. In terms of market share, the "2024 Light Fragrance Liquor Industry Research Report" released by Shanxi Securities shows that the market share of light fragrance liquor has increased to about 15%, and it is expected to grow to about 20% in the next 2-3 years.

Data from research firm Nielsen also shows that from 2020 to 2022, the share of light-flavor liquor sales in the national supermarket channel was 7.7%, 8.5%, and 10.2%, respectively, and the share is steadily increasing. The agency predicts that by the end of the 14th Five-Year Plan, the overall sales revenue of liquor is estimated to be about 900 billion yuan, and the share of light-flavor liquor is expected to reach 15%-20%, and the scale is expected to reach 130 billion to 150 billion yuan.

Written by: Nandu Wancaishe reporter Wang Jingjuan