---
title: "The Top Student of New Alcoholic Drinks, the New Choice for Distributors, Who Is It?"
description: "Where are the new opportunities in the alcoholic beverage channel? According to data from the China Alcoholic Drinks Association, in 2021, the output of the baijiu industry was about 7.16 million kiloliters, nearly halved from the peak of 13.5836 million kiloliters in 2016. Meanwhile, domestic beer production and per capita consumption have also peaked, with a clear trend of year-on-year decline. In the Guangdong market, a bellwether for China's alcoholic drinks industry, wine has lost more than 30% of its market share. In this red ocean, how to break through? Meijian, by leading the green plum wine category from its inception, is rewriting the landscape of the alcoholic beverage market."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-07-09"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/the-top-student-of-new-alcoholic-drinks-the-new-choice-for-distributors-691a7d5b/"
markdown: "https://xinjignxiao.com/en/articles/the-top-student-of-new-alcoholic-drinks-the-new-choice-for-distributors-691a7d5b.md"
original_source: "https://mp.weixin.qq.com/s/JhBVUKEAfu172YACeKkREQ"
translation: "https://xinjignxiao.com/zh/articles/%E6%96%B0%E9%85%92%E9%A5%AE%E7%9A%84%E4%BC%98%E7%AD%89%E7%94%9F-%E7%BB%8F%E9%94%80%E5%95%86%E7%9A%84%E6%96%B0%E9%80%89%E6%8B%A9-%E6%98%AF%E8%B0%81-691a7d5b.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/the-top-student-of-new-alcoholic-drinks-the-new-choice-for-distributors-691a7d5b/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# The Top Student of New Alcoholic Drinks, the New Choice for Distributors, Who Is It?

> Where are the new opportunities in the alcoholic beverage channel? According to data from the China Alcoholic Drinks Association, in 2021, the output of the baijiu industry was about 7.16 million kiloliters, nearly halved from the peak of 13.5836 million kiloliters in 2016. Meanwhile, domestic beer production and per capita consumption have also peaked, with a clear trend of year-on-year decline. In the Guangdong market, a bellwether for China's alcoholic drinks industry, wine has lost more than 30% of its market share. In this red ocean, how to break through? Meijian, by leading the green plum wine category from its inception, is rewriting the landscape of the alcoholic beverage market.

Where are the new opportunities in the alcoholic beverage channel?
According to data from the China Alcoholic Drinks Association, in 2021, the output of the baijiu industry was about 7.16 million kiloliters, nearly halved from the peak of 13.5836 million kiloliters in 2016.
Meanwhile, domestic beer production and per capita consumption have also peaked, with a clear trend of year-on-year decline.
In the Guangdong market, a bellwether for China's alcoholic drinks industry, wine has lost more than 30% of its market share.
In this red ocean, how to break through?
Meijian, by leading the green plum wine category from its inception, is rewriting the landscape of the alcoholic beverage market.
**01 The Top Student of New Alcoholic Drinks**
This is the era of new alcoholic drinks.
Green plum wine is an ancient Chinese liquor type, later developed in Japan, but it was not until Meijian entered the scene that enthusiasm for this track was truly ignited.
As soon as Meijian was launched in 2019, it quickly took the top spot in the green plum wine sales market, becoming synonymous with the green plum wine category. In 2020, the entire green plum wine market grew by 90%.
During the Tmall 618 and Double 11 shopping festivals in both 2020 and 2021, Meijian's sales continued to grow, with a year-on-year increase of nearly 200% in 2021 compared to 2020. Offline, Original Meijian and Smoked Flavor Meijian also demonstrated impressive sales power in the catering and KA channels, with Original Meijian alone achieving sales of over 500 million yuan.
In 2021, Meijian's sales exceeded 1.2 billion yuan.
The recognition and favor of new consumer groups towards Meijian fully validate the lifestyle shift towards anti-spirits and relaxed drinking.
It was also the low-alcohol beverage market ignited by Meijian that attracted capital to enter the fray, defining it as a hundred-billion-level market and heralding the official arrival of the new alcoholic drinks era.
In the traditional Chinese baijiu and beer consumption environment, Meijian is becoming the third choice for non-spirit drinkers.
**02 A New Choice for Distributors**
**Low-alcohol, tipsy, self-pleasing, consumer-first: Meijian has not only activated the green plum wine track but also sparked a commercial trend and a transformation in the alcoholic beverage industry landscape.**
In recent years, the three major products of the Meijian series—Original Meijian, Smoked Flavor Meijian, and Nanko Plum Flavor Meijian—have won nearly 10 awards in multiple international wine and spirits competitions. This year, these three products also won the Gold Medal at the 2022 International Monde Selection.
Behind the innovative flavors and solid quality lies a deep layout of the upstream industry, adherence to and innovation in ancient brewing techniques, and continuous exploration of the art of food and wine pairing.
As early as five years ago, Meijian had already delved into core green plum producing areas across the country, exploring the different terroir flavors of different green plum origins. It established exclusive green plum planting bases in Puning, Guangdong; Dayi, Sichuan; and Zhao'an, Fujian. At the same time, it set up a plum wine research institute and a doctoral workstation, and ultimately promoted the establishment of a group standard for green plum wine.
At the same time, Meijian is committed to seeking the perfect food and wine pairing for Chinese people and various Chinese cuisines.
On June 13, Meijian invited Lin Weihui, a food consultant for "Once Upon a Bite," as a food consultant for the Meijian Night Banquet, creating a Cantonese cuisine and mid-to-high-end Meijian pairing feast in Guangzhou. The ingenious design of food and wine pairing, national style and national trend scenes, and the multi-layered expression of Eastern national elegance strongly boosted the momentum of Meijian's mid-to-high-end products such as Xiling Meijian and Nanko Plum Flavor Meijian.
As a pioneer, Meijian is cooperating with several top gourmets and chefs in the Guangdong market to continuously expand Meijian's consumer circle.
**03 Mid-to-High-End Meijian Gaining Momentum**
A storm rises from the tip of a blade of grass.
Xiling Meijian and Nanko Plum Flavor Meijian, featuring high-mountain and ancient tree plums, are the mid-to-high-end products that Meijian is promoting. From a data perspective, the ratio of male to female consumers of Meijian has always been balanced. Therefore, based on an understanding of consumers and the expression of national elegance culture, Meijian will continue to innovate flavor paradigms, explore incremental markets, and launch two mid-to-high-end flavor lines: Chenpi Meijian and Tea Meijian.
**Positioning determines momentum.** Mid-to-high-end Meijian will inevitably have a different channel logic from the mass-market version of Meijian.
**10-Year Chenpi Meijian, 15-Year Chenpi Meijian**
Xinhui chenpi is a national geographical indication product; the older the chenpi, the rarer it is.
Chenpi + green plum is also a traditional Chinese medicine formula.
Meijian joins hands with Chen Liji, a state-owned Chinese medicine enterprise with a 422-year history.
In the aftertaste of plum wine, feel the slight spiciness and sweetness of chenpi, with a complex and wonderful flavor, mellow and long-lasting.
It has a rich classic Eastern flavor.
**Dahongpao Tea Meijian**
Tea and wine: the history of Chinese culture on the tip of the tongue.
Using Dahongpao supervised by Chen Xiaowen, an inheritor of intangible cultural heritage, from Wuyi Mountain, the core origin of Chinese rock tea, with a mellow and sweet tea infusion.
Tea and plum are integrated, aged over time, with a harmonious and elegant body, sweet and sour, mellow and thick.
The fresh floral and fruity aroma of plum wine complements the rich, sweet, and lively aroma of Dahongpao, with a wild mountain air rising, blooming with rock and flower fragrance.
**Baihao Yinzhen Tea Meijian**
Selected from early spring first-picked Fuding Baihao Yinzhen at 27°N, 120°E, supervised by Lin Zhenchuan, an inheritor of intangible cultural heritage, inheriting the intangible cultural heritage process of "opening, closing, refining, and completing" for Fuding white tea.
Tea and wine are coordinated, clearly expressing the unique aroma of Baihao Yinzhen: the tea's downy aroma, tender aroma, and fresh sweet floral scent intertwine with the floral and fruity fragrance of green plum, filling the nasal cavity.
The sweet and sour freshness of plum wine opens the palate, fully displaying its clear, mellow, fresh, and refreshing qualities.
**04 Full Series Debut**
On July 19, Meijian will hold a grand night banquet in Chengdu. This is the first appearance of Meijian's full product series.
Original Meijian and Smoked Flavor Meijian, which have achieved great success in the catering and KA channels, will be officially launched with upgraded packaging.
Mid-to-high-end products such as Xiling Meijian, Nanko Plum Flavor Meijian, Chenpi Meijian, and Tea Meijian will be released for the first time.
Based on Meijian's five years of vertical deep cultivation in the green plum wine track, based on the market changes and momentum shifts that Meijian and beverage channel owners have experienced together, and based on the belief in the promising future of new alcoholic drinks represented by Meijian—we sincerely invite industry leaders who aspire to become our brand partners and city partners to share this feast with us and continue to lead in value.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671