---
title: "Tmall Food x Baorun Shares | Launching the Alco-Pop Category: The 'Alco-Pop Trendy Alcohol Creation Camp' Opens!"
description: "In recent years, due to upgrading consumption structures and changing habits, the drinking demand among the 'she-generation' of young consumers has increased, leading to significant growth in the low-alcohol beverage market and a substantial rise in consumer penetration. Trendy alcoholic drinks are gaining popularity, and the market is witnessing a new wave of youthfulness, diversity, and lower alcohol content. Statistics show that during the 2020 618 mid-year promotion, online sales of low-alcohol beverages grew over 100% year-on-year. Low-alcohol drinks have entered the traditional beverage market with strong momentum, becoming a new trend category. However, during this rapid growth phase, the scarcity of quality brands has become a major challenge in capturing more market share."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2020-09-05"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/IlgViHtH3Of_o_GSxHgpdQ"
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# Tmall Food x Baorun Shares | Launching the Alco-Pop Category: The 'Alco-Pop Trendy Alcohol Creation Camp' Opens!

> In recent years, due to upgrading consumption structures and changing habits, the drinking demand among the 'she-generation' of young consumers has increased, leading to significant growth in the low-alcohol beverage market and a substantial rise in consumer penetration. Trendy alcoholic drinks are gaining popularity, and the market is witnessing a new wave of youthfulness, diversity, and lower alcohol content. Statistics show that during the 2020 618 mid-year promotion, online sales of low-alcohol beverages grew over 100% year-on-year. Low-alcohol drinks have entered the traditional beverage market with strong momentum, becoming a new trend category. However, during this rapid growth phase, the scarcity of quality brands has become a major challenge in capturing more market share.

In recent years, due to upgrading consumption structures and changing habits, the drinking demand among the 'she-generation' of young consumers has increased, leading to significant growth in the low-alcohol beverage market and a substantial rise in consumer penetration. Trendy alcoholic drinks are gaining popularity, and the market is witnessing a new wave of youthfulness, diversity, and lower alcohol content.
**Statistics show that during the 2020 618 mid-year promotion, online sales of low-alcohol beverages grew over 100% year-on-year.** Low-alcohol drinks have entered the traditional beverage market with strong momentum, becoming a new trend category. However, during this rapid growth phase, the scarcity of quality brands has become a major challenge in capturing more market share.
As the parent company of the pre-mixed cocktail brand 'RIO', Baorun Shares possesses deep industry insights, full-chain innovation capabilities, rapid response capabilities, and experience in exploring young drinking culture. Tmall, as a forward-looking online comprehensive shopping platform, has keenly detected market changes and challenges. Against this backdrop, Baorun Shares and Tmall Food have entered into a strategic cooperation.
The two parties have joined forces and held a strategic cooperation signing ceremony, aiming to jointly incubate future-oriented trendy beverage categories, while also leveraging Taobao University to exclusively empower emerging brands. **The launch of the 'Alco-Pop Trendy Alcohol Creation Camp' competition aims to empower and incubate more emerging trendy alcohol brands, drive industry development, and lead consumption trends.**
**Competition Rules**
The competition has extended invitations to emerging brands across the industry, with registration via an online H5. Expert judges will evaluate and rank brands based on seven dimensions: product strength, brand strength, marketing strength, operational strength, capital strength, channel strength, and offline capabilities/plans.
On August 27, the list of the top 30 brands was officially announced! These 30 brands will undergo full training and empowerment from Taobao University, competing based on multi-dimensional data growth, ultimately producing the top 10 emerging ace brands.
**Camp Opening Ceremony**
**On September 4, the Alco-Pop Trendy Alcohol Creation Camp officially kicked off.** The offline opening event was held in vibrant and youthful Hangzhou, where the top 30 brands and six heavyweight judges and mentors gathered at Future Science City to witness the strategic cooperation signing ceremony between Tmall Food and strategic partner Baorun Shares.
In this 'Alco-Pop Trendy Alcohol Creation Camp' competition, Tmall Food and strategic partner Baorun Group will jointly serve as category creators. Ms. Wuling, General Manager of Tmall Food, and Mr. Ma Liang, Deputy General Manager of Baorun Shares, signed the strategic cooperation agreement together, witnessing the growth of the new category.
Ms. Wuling, General Manager of Tmall Food, and Mr. Ma Liang, Deputy General Manager of Baorun Shares, jointly signed the strategic cooperation agreement.
**Baorun Shares Takes the Lead in the Category, Empowering the Ecosystem**
Since its inception, Baorun Shares has been committed to developing and establishing China's low-alcohol beverage market. Its RIO brand is a pioneer in the trendy alcohol category. With deep cultivation in the low-alcohol beverage industry and a mission to spread pre-mixed cocktail culture, it has attracted a large number of young consumers.
Mr. Ma Liang, Deputy General Manager of Baorun Group, delivered a speech.
Qiao Lu, Deputy General Manager of the Brand Center at RIO, also served as an ace mentor and delivered a speech at the event, empowering the competition and wishing the top 30 emerging brands success in enhancing their brand strength and making it to the top 10.
Qiao Lu, Deputy General Manager of the Brand Center at RIO, delivered a speech.
**The 'Alco-Pop Trendy Alcohol Creation Camp' competition specially invited:**
> **Yafei, Director of Tmall Alcohol;**
>
> **Qiao Lu, Deputy General Manager of the Brand Center at RIO;**
>
> **Hu Ruodi, Managing Director of Sequoia Capital;**
>
> **Zui E Niang, Founder of Zui E Niang Wine;**
>
> **Jin Yawen, Founder of Hankou No.2 Factory;**
>
> **Mo Chen, Deputy Dean of Taobao University's Digital Business Academy;**
These six industry experts were awarded mentor titles and presented with competition evaluation honorary trophies on site.
Mentor appointment
**At the event, 30 brands, including industry leader 'RIO', high-appearance packaging 'Lion Song Song', and youth-favorite 'Parallel Universe', presented their brand advantages in terms of brand strength, team strength, channel capabilities, marketing plans, product creativity, supply chain, and sales targets, engaging in in-depth interaction and learning with mentors.**
Brand presentations
Subsequently, with the wine-pouring ceremony, the competition officially commenced.
Wine-pouring ceremony
This 'Alco-Pop Trendy Alcohol Creation Camp' deeply empowers participating brands, rapidly and effectively enhancing six major strengths, providing consumers with better products and services, boosting the development of low-alcohol beverages in the industry, quickly capturing the youthful market, and enabling brands to win at the starting line of new trends.
**Determining the Emerging Ace Brands**
In the next three months of competition, judges and mentors will evaluate the top 10 based on comprehensive reviews of participating brands' marketing and operational drills during the 99 Wine Festival and Mid-Autumn Festival promotions, as well as their Double 11 explosive plans.
**Which brands will stand out and become the top 10 emerging ace brands? Let's wait and see!**
Tips adopted will be paid 400-2000 yuan.


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