China's alcoholic beverage consumption market is undergoing profound changes. Consumption has become a key engine of economic growth, and drinking scenarios and consumer mindsets are shifting accordingly. The past drinking culture centered on "business dinners" and "socializing" is gradually declining, replaced by more personalized and emotional consumption needs such as "self-pleasure" and "buzzed." Meanwhile, new alcoholic beverage brands are emerging, and cross-industry innovation is flourishing, injecting new vitality into the entire industry. In this environment, Huangjiu (yellow wine), a category with a long history but relatively niche appeal, faces both challenges and opportunities. How to break free from traditional stereotypes while inheriting millennia-old techniques and culture, and how to engage in dialogue with the younger generation, has become a question the Huangjiu industry must answer. On August 19, at the 7th China FMCG Conference, Yang Gang, General Manager of Kuai Ji Shan Shaoxing Wine Co., Ltd., delivered a speech titled "Heritage and Disruption: The Underlying Logic of 'Shuangjiu', the Pioneer of Sparkling Huangjiu," sharing the company's exploration and practice in Huangjiu innovation. The following is an edited excerpt of his speech, compiled by New Distribution for our readers. The Era of Equal Drinking Has Arrived Huangjiu has two notable characteristics: first, it is highly regional, with consumption almost entirely confined to the Yangtze River Delta; second, 70-80% of consumers are over 45 years old. How to develop a product that appeals to younger consumers while carrying forward heritage and innovation has become a key question for the company. Yang Gang believes that enterprises should follow the trend, and "the times determine the way we drink." The current era has seen profound changes in the alcoholic beverage industry, driven by shifts in China's economic drivers. In a nutshell, China's economy has decisively shifted from "infrastructure, real estate, and construction" to technology and consumption. At its peak, China's construction volume accounted for 50% of the global share, fueling the popularity of high-end baijiu and business occasions. Real estate development and resource exchange along the industrial chain spawned numerous high-end drinking events. However, this model is unsustainable. Today, China's economy is transitioning from hardware investment growth to growth driven by technology and consumption. The core of technological innovation is egalitarianism. The quality of R&D and market value have little to do with resource "networking"; they depend more on research talent and innovation capability. Organizational structures have become flatter, with bosses and employees working closely together, reducing the reliance on drinking sessions for communication. At the same time, consumption is becoming a major economic driver, and the essence of consumption lies in "self-pleasure." The logic of drinking for Chinese people is being rewritten. In the past, drinking was more about "pleasing others"—for resource exchange and social needs; now it has shifted to "self-pleasure," emphasizing emotional value and personal experience. Camping, getting buzzed, and cross-industry innovation have become important scenarios for the new generation of alcoholic beverages. In this context, Huangjiu finds itself in a delicate position. On one hand, its alcohol content is neither too high nor too low, making it objectively suitable for "buzzed" scenarios, and the overall trend looks positive. On the other hand, for this traditional category, how can it overcome its old-fashioned image and bridge the gap with young people? Therefore, companies must think about how to turn this "awkwardness" into an advantage and let young people rediscover Huangjiu. The Logic of 'Shuangjiu': A Contrarian Huangjiu for Young People At traditional drinking tables, middle-aged people often hold the power of discourse; in digital social scenarios, young people take the lead. Kuai Ji Shan drew inspiration from young people's self-created content and interaction habits to launch the sparkling Huangjiu "Shuangjiu." The initial intention behind this new alcoholic beverage was innovation and disruption. In packaging, it breaks away from the traditional red-dominated visual of Huangjiu, using cool tones like Klein blue to emphasize summer and chilled drinking attributes. In taste, over the past 10-15 years, European habits of cold drinks and sparkling beverages have gradually influenced China. Shuangjiu combines thousand-year-old Huangjiu with the sparkling element of modern beverages, offering a more stimulating taste experience. In alcohol content, it is set at 8 degrees, between the 5 degrees of beer and the 14 degrees of traditional Huangjiu, satisfying the desire for a buzz without being too strong, thus appealing to a broader audience. Kuai Ji Shan positions "Shuangjiu" as "the second drink for young people." The first drink is often a sweet, low-alcohol "little sweet water" product. As drinking habits mature, young people seek products with more of a wine feel and a mild intoxication, and "Shuangjiu" fits this need. Market Feedback and Prospects for Shuangjiu From market feedback and data, the consumer base for Shuangjiu is predominantly under 35 years old, accounting for about 80%, with those under 25 also reaching 10%. More importantly, repeat purchase rates are strong. Consumer reviews say, "The first sip is average, but it gets better with each drink." This journey from "adaptation" to "liking" is similar to the cultivation logic of many classic beverages. Currently, "Shuangjiu" has expanded from an online hit to offline channels, entering mainstream supermarkets such as RT-Mart, Yonghui, Costco, and China Resources Vanguard. Last year's 618 sales reached 10 million yuan; this year, they have reached 50 million yuan. The growth in sales scale confirms its market potential. As for doubts about whether "Shuangjiu" will be a flash in the pan, Kuai Ji Shan offers three pillars for its sustainable development:
First, a solid market foundation. Kuai Ji Shan holds an absolute share in the Jiangsu, Zhejiang, and Shanghai markets, especially in core areas like Shaoxing and Hangzhou, with extremely high market share.
Second, long-accumulated production R&D and quality control capabilities. Over 280 years of traditional brewing experience ensures product quality and stability.
Third, organizational advantages. As one of the few listed companies in the new alcoholic beverage sector, Kuai Ji Shan has the capital and institutional support needed for long-term development. It is worth noting that younger distributor groups have performed outstandingly in promoting "Shuangjiu." They are more familiar with new consumption scenarios like instant retail and late-night snacks, and can better reach target consumers. This channel stratification aligns well with generational differences in consumer groups. In the future, Kuai Ji Shan will continue to focus on consumption scenarios favored by young people, promote instant retail and online-offline integration, and build benchmark markets in key cities to further enhance brand influence. Final Thoughts The innovation of Shuangjiu is not about abandoning tradition but continuing it in new ways. Through the combination of heritage and disruption, Huangjiu has found a contemporary expression. In today's era where "self-pleasure" and "egalitarianism" are at the core of consumption, the exploration represented by sparkling Huangjiu "Shuangjiu" may be a key path for traditional alcoholic beverages to find new life.