图片来源@视觉中国
文｜智篆商业
从路边的大排档到“微醺主义”的精酿小酒馆，再到自家餐桌，啤酒无疑是夏天出场率最高的单品之一。无论是一个人的独酌、还是撸串聚会、宅家看球，啤酒总能巧妙地融入每一个场景。夏天无疑是啤酒的主场。
强劲的消费也直观表现在数据上，2022年我国啤酒消费增势不减，同时连续19年蝉联全球啤酒消费第一位。
近期，淘天集团酒行业联合智篆GI共同撰写《2023年淘宝天猫啤酒消费趋势白皮书》。
白皮书基于中国啤酒市场发展趋势，聚焦线上不同人群的啤酒消费理念和消费行为，凭借数字化趋势洞察，发布六大聚类人群：品酒青年、熟龄老酒客、品质进阶者、口味尝鲜者、入门小白和大众消费者。
通过详细解析各人群的核心标签、啤酒消费品习惯和偏好货品趋势，发布2023年啤酒三大消费趋势六大赛道：消费高端化（精酿啤酒、高麦汁度啤酒）、口味升级（果味啤酒、原浆啤酒）、新需求场景拓展（无醇啤酒、0糖低卡啤酒），助力商家把握啤酒市场新机遇。
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