白酒“降度”，口子窖找到了正确的打开方式

7月19日，濉溪酿酒遗址博物馆。

On July 19, at the Suixi Brewing Heritage Museum.

全国最大的明清酿酒作坊群遗址上，口子窖发布了一款名叫“麻雀也能喝二两”的低度兼香小酒。AR签到、麻雀酒馆、麻雀烧烤摊、同名Rap单曲现场演绎——这场发布会没有冗长的领导讲话，没有程式化的产品宣讲，更像一场为年轻人量身定制的沉浸式体验展。

At the site of the largest surviving Ming and Qing dynasty brewing workshop complex in China, Kouzi Distillery launched a low-ABV Jianxiang (multi-flavour) miniature liquor named “Even a Sparrow Can Drink Two Liang.” AR check-ins, a Sparrow Tavern, a Sparrow BBQ stall, and a live performance of a title-track rap single – this launch event had no lengthy executive speeches and no scripted product presentations. It felt more like an immersive experience exhibition tailored for young consumers.

从一句流传百年的皖北民间俗语，到一款真正可售卖的产品，依托的是濉溪跨越千年的酿酒底蕴。这句话看似是营销表达，实则有据可依，濉溪的酿酒史可追溯至殷商时期，拥有2700年不间断的酿酒积淀。

The journey from a century-old folk saying in northern Anhui to a commercially available product rests upon Suixi’s millennia-deep brewing heritage. While this may sound like marketing rhetoric, it is grounded in fact: Suixi’s brewing history can be traced back to the Shang and Yin dynasties, representing 2,700 years of uninterrupted brewing tradition.

2019年安徽省文物考古研究所的发掘证实，这里拥有迄今国内发掘面积最大的酿造设施考古遗址，千年酒脉有据可查。

In 2019, excavations by the Anhui Provincial Institute of Cultural Relics and Archaeology confirmed that this site contains the largest known archaeological remains of brewing facilities excavated in China to date – tangible evidence of a thousand-year-old brewing lineage.

酒业时报想说的是：但今天的重点不是历史。

What JiuYe Times wants to say is: but today’s focus is not on history.

一个不得不回答的问题

A question that must be answered.

白酒行业正面临一个结构性的拷问：年轻人还喝白酒吗？

The baijiu industry is facing a structural question: do young people still drink baijiu?

数据给出了矛盾的信号。一方面，中国酒业协会数据显示，2025年国内低度酒市场规模约742亿元，年复合增长率达25%，预计2030年将攀升至1720亿元。Z世代法定饮酒人群参与率从2023年的66%升至2025年的73%。另一方面，传统高度白酒在年轻群体中的渗透率仍不足15%。

The data sends conflicting signals. On one hand, according to the China Alcoholic Drinks Association, the domestic low-alcohol beverage market was valued at approximately RMB 74.2 billion in 2025, with a compound annual growth rate of 25%, projected to reach RMB 172 billion by 2030. Alcohol consumption participation among Gen Z of legal drinking age rose from 66% in 2023 to 73% in 2025. On the other hand, penetration of traditional high-ABV baijiu among young consumers remains below 15%.

问题不出在“酒”本身，出在“喝酒的方式”。

The problem is not with the liquor itself, but with “the way people drink.”

CBNData调研显示，63%的90后、00后更倾向低度微醺酒，高度白酒消费占比同比下降12%。这代消费者将饮酒从“悦人”的社交义务转变为“悦己”的情绪表达。超六成年轻人饮酒的核心目的是舒缓压力、自我放松，而非商务应酬。

CBNData research shows that 63% of post-90s and post-00s consumers prefer low-alcohol beverages with a mild buzz, with consumption of high-ABV baijiu declining 12% year-on-year. This generation has shifted drinking from a social obligation of “pleasing others” to an emotional expression of “pleasing oneself.” Over 60% of young people drink primarily to relieve stress and relax, rather than for business entertainment.

传统白酒长期绑定的宴席劝酒文化，恰恰是与年轻群体产生距离感的核心原因。

The traditional banquet culture of urging others to drink, which has long been tied to baijiu, is precisely the core reason for the disconnect with younger demographics.

天风证券研报也指出，2025年上半年白酒行业在产品层面出现显著变化——在低度化、年轻化、高性价比趋势下，酒企相继重视低度产品序列化布局。

Tianfeng Securities research also noted that in the first half of 2025, the baijiu industry saw significant product-level changes – driven by trends toward lower ABV, younger appeal, and greater value, distilleries have successively focused on systematic low-ABV product portfolios.

方向明确了，但怎么走？很多酒企尝试了冰淇淋、联名、演唱会，花样不少，但多数停留在“营销年轻化”层面，产品本身还是老样子。

The direction is clear, but how to get there? Many distilleries have tried ice cream, co-branding, and concerts – plenty of gimmicks – but most have stayed at the level of “marketing to the young,” while the products themselves remain unchanged.

口子窖这次的做法不太一样。

Kouzi Distillery’s approach this time is somewhat different.

“低八度”背后的技术账

The technical reality behind “eight degrees lower.”

“麻雀也能喝二两”主打33度和36度两款低度兼香酒体。

“Even a Sparrow Can Drink Two Liang” features two low-ABV Jianxiang spirits at 33% and 36% ABV.

当前市场主流兼香白酒普遍在41度左右，口子窖直接拉到33度，被现场酿酒大师称为“酿酒界的低八度”。这个“低八度”不只是营销概念——白酒降度是行业公认的技术难题，稀释过程极易造成风味流失、酒体寡淡、水感明显。

Currently, mainstream Jianxiang baijiu on the market typically hovers around 41% ABV. Kouzi Distillery has brought it down to 33%, which on-site brewing masters described as “eight degrees lower in the brewing world.” This “eight degrees lower” is not just a marketing concept – reducing the ABV of baijiu is a well-recognised technical challenge in the industry, as the dilution process can easily lead to flavour loss, a thin mouthfeel, and a watery character.

口子窖能接住这个挑战，靠的是硬家底。据介绍，口子窖拥有1690条百年老窖池、15000余条发酵池、40万吨优质基酒储备。研发团队甄选三年以上多粮基酒，搭配高年份调味老酒反复调和，历经多轮盲品打磨。

Kouzi Distillery can meet this challenge thanks to its solid foundational assets. According to the company, it owns 1,690 century-old fermentation pits, over 15,000 fermenters, and 400,000 tonnes of high-quality base liquor reserves. The R&D team selected multi-grain base spirits aged over three years, blended repeatedly with high-aged seasoning liquors, and refined through multiple rounds of blind tastings.

最终呈现的酒体保留了“浓头酱尾中间清”的兼香特色，入口绵甜、落喉顺滑、不辣喉、醒酒快。“麻雀也能喝二两”的这种风格并非偶然，而是中国酿酒大师、口子酒业党委书记兼常务副总经理徐钦祥所带领团队的长期积累。

The final spirit retains the signature Jianxiang characteristics of “strong-aroma head, sauce-aroma finish, and light-aroma middle” – sweet and mellow on the entry, smooth on the swallow, no throat burn, and quick to clear the head. This style of “Even a Sparrow Can Drink Two Liang” is no accident – it is the result of years of accumulated expertise by the team led by Xu Qinxiang, a Master of Chinese Brewing, Party Secretary and Executive Deputy General Manager of Kouzi Distillery.

从行业发展视角来看，这也是口子窖此次布局最具价值的地方——它并非简单跟风推出一款低度小酒，而是依托自身2700年积淀的成熟酿造体系，直击行业年轻化痛点，重新定义适配当代年轻人的白酒饮用场景与产品标准。

From the perspective of industry development, this is also where Kouzi Distillery’s latest move holds the greatest value – it is not simply following the trend by launching a low-ABV miniature liquor. Instead, leveraging its 2,700-year-old mature brewing system, it directly addresses the industry’s youth-market pain point, redefining the baijiu consumption scenarios and product standards that suit today’s young consumers.

130ml“小麻雀”和180ml“大麻雀”两款产品，从容量到包装都在回应同一个问题：一个人独处时想喝一点怎么办？朋友宵夜小聚不想拼酒怎么办？撕拉式瓶盖、手绘麻雀瓶身、33度的低门槛——每一个细节都在告诉消费者：随便喝点，不用有负担。

The two products – 130ml “Little Sparrow” and 180ml “Big Sparrow” – respond to the same question through their sizing and packaging: what if you want a drink when you’re alone? What if you’re having a late-night snack with friends and don’t want to down shots? The tear-open caps, hand-painted sparrow bottle designs, and the accessible 33% ABV – every detail tells consumers: have a casual drink, no pressure.

在酒业时报看来，这不是简单地把高度酒兑水降度，而是从产品定义层面重新设计了一款酒。

In the view of JiuYe Times, this is not simply diluting high-ABV liquor with water – it is redesigning a liquor from the product definition stage.

“麻雀”的文化账本

The cultural balance sheet of “Sparrow.”

“麻雀也能喝二两”这个IP的妙处在于——它不是凭空造出来的。

The brilliance of the “Even a Sparrow Can Drink Two Liang” IP lies in the fact that it was not invented out of thin air.

淮北人爱说这句话。旧时酿酒时节，酒厂原粮香气四溢，成群麻雀飞来啄食酒糟，时间长了连麻雀都有了几分酒量。话里话外的潜台词是：连麻雀都能喝二两的地方，酒该有多好？

People in Huaibei love to say this. In the old days during the brewing season, the aroma of raw grains would fill the air around the distillery, and flocks of sparrows would come to peck at the fermented grains. Over time, even the sparrows developed a bit of a tolerance for alcohol. The unspoken subtext is: if even sparrows can drink two liang here, how good must the liquor be?

这是一个自带传播力的文化资产。它不是营销部门闭门造车想出来的slogan，而是从当地人的生活里长出来的。当这样一句俗语变成一款产品，消费者的第一反应不是“广告”，而是“哦，这个我知道”。

This is a cultural asset with built-in virality. It is not a slogan cooked up by the marketing department in a closed room – it grew out of local people’s lives. When such a folk saying becomes a product, the consumer’s first reaction is not “an ad,” but “oh, I know that one.”

口子窖在这个IP的运营上也花了心思。

Kouzi Distillery has also put thought into how to operate this IP.

发布会之前先放出了一首同名Rap单曲，歌词唱的是“加班后的地铁空荡荡”，全程没有一句硬广，靠情绪共鸣先完成种草。发布会现场再把终端消费场景直接搬进来——麻雀酒馆、麻雀便利店、麻雀烧烤摊，实景复刻宵夜撸串配小酒的主流年轻消费场景。

Before the launch event, a title-track rap single was released, with lyrics about “empty subway cars after overtime” – not a single hard-sell line throughout, relying instead on emotional resonance to plant the seed. The launch event then brought consumer scenarios directly into the space – a Sparrow Tavern, Sparrow convenience store, and Sparrow BBQ stall – recreating the quintessential late-night skewers-and-liquor consumption scenes popular among young consumers.

酒业时报认为，这套“先种草、再体验、最后转化”的打法，是新消费领域成熟的运营逻辑，更难得的是，口子窖的年轻化转型始终扎根品牌根基。

In the view of JiuYe Times, this “first plant the seed, then experience, finally convert” playbook is a proven operational logic in the new consumer sector. What is more remarkable is that Kouzi Distillery’s youth-oriented transformation always stays rooted in the brand’s foundations.

所有新潮的年轻化表达，均围绕濉溪千年酿酒遗址、本土民俗文化、非遗兼香酿造工艺三大核心主线展开，用年轻人易懂的方式完成品牌沟通，同时守住了白酒品牌的文化底蕴，精准拿捏了行业稀缺的“年轻化与底蕴平衡感”。

All the trendy youth-oriented expressions revolve around three core pillars – the thousand-year-old Suixi brewing heritage, local folk culture, and the intangible cultural heritage of Jianxiang brewing techniques. They communicate the brand in a way that resonates with young consumers while preserving the cultural depth of a baijiu brand, striking a precise balance between youthful appeal and cultural heritage – a rare equilibrium in the industry.

“麻雀”能飞多远？

How far can “Sparrow” fly?

挑战是现实的。

The challenges are real.

2025年口子窖实现营收39.91亿元，同比下降33.65%；归母净利润6.73亿元，同比下降59.32%，创下年度净利十年新低。2026年一季度营收13.75亿元，同比下降24%。安徽本土市场2025年营收32.46亿元，同比下滑33.77%。

In 2025, Kouzi Distillery achieved revenue of RMB 3.991 billion, down 33.65% year-on-year, with net profit attributable to shareholders of RMB 673 million, down 59.32% year-on-year – the lowest annual net profit in a decade. In the first quarter of 2026, revenue was RMB 1.375 billion, down 24% year-on-year. Revenue from its home market of Anhui in 2025 was RMB 3.246 billion, down 33.77% year-on-year.

在徽酒版图中，口子窖正面临古井贡酒和迎驾贡酒的双重挤压。

Within the Anhui liquor landscape, Kouzi Distillery is facing dual pressure from Gujing Gongjiu and Yingjia Gongjiu.

但换个角度看，正是在业绩承压的背景下，口子窖没有选择保守收缩，而是在年轻化方向上做了一次系统性布局——从产品定义到营销打法到渠道策略，是一次完整的重构。据悉，“麻雀也能喝二两”将以安徽作为核心样板市场，逐步辐射长三角等省外重点市场。

But looking at it from another angle, precisely against the backdrop of earnings pressure, Kouzi Distillery chose not to retreat into conservatism, but instead made a systematic play in the youth direction – a complete restructuring from product definition to marketing approach to channel strategy. It is understood that “Even a Sparrow Can Drink Two Liang” will take Anhui as its core pilot market, gradually expanding to key markets outside the province including the Yangtze River Delta region.

小酒赛道正从“低价走量”的粗放竞争迈入“品质决胜”的新阶段。手握自有窖池、完整酿造体系、本土独家文化IP的名酒小酒，将占据更主动的市场位置。

The miniature liquor segment is moving from low-price, volume-driven competition into a new stage where quality is the deciding factor. Miniature liquors from established brands with proprietary fermentation pits, complete brewing systems, and exclusive local cultural IPs will occupy a more proactive market position.

连麻雀都能喝二两的地方，酒能差到哪儿去？

If even sparrows can drink two liang here, how bad could the liquor be?

这句话口子窖等了千年才把它变成产品。至于这只“麻雀”能飞多远，市场会给出答案。但至少方向对了——不是教年轻人怎么喝白酒，而是做一款年轻人本来就愿意喝的酒。

Kouzi Distillery waited a thousand years to turn this saying into a product. As for how far this “sparrow” can fly, the market will give its answer. But at least the direction is right – not teaching young people how to drink baijiu, but making a liquor that young people actually want to drink.