When the white wine industry faded from the rapidly growing halo, the depth adjustment period for stock games was introduced。
The rise of consumer groups among young people, like a dawn, offers new hope for alcoholics。
The increasing market for young people has become a new battleground for competition. So, under competition, the young man's first glass of white wine is
The wine must be a choice。
Research has shown that the perception of alcohol in the z generation consumer group has gradually increased, making it one of the best options for young consumers to celebrate and drink themselves。
This is, of course, more evident in the data from the 2026 annual newspaper。
01
The far-reaching configuration of the young strategy
When the white sector broke out of the “golden age” and entered the depth adjustment period of the stock cultivation, each of its financial accounts became a litmus test of its strategic stability and business resilience。
In recent days, the first quarter of 2026, a “stable balance” survey, was published: 14,923 million yuan in business income and 5,383 million yuan in net profit to the mother. This represents a modest increase of 0. 06 per cent over the previous year and an important force supporting the gains of 8,794 million yuan from the provincial market。
Behind this seemingly slow-growing report card is the sobering knowledge of the cycle of wine and the far-reaching pattern of saving for the future。
The core point of a single quarter of wine is not only the robustness of earnings and profits, but also the strategic intent to proactively change。
A “juvenile” strategy is being pursued systematically to build new growth poles and remodel brand life with a series of youth initiatives。
What happens when the fragrance of old wine is injected into youth
It's gonna be a young white drink, and it's gonna be a glass with the z generation。
02
Young heart
The rejuvenation of alcohol is not simply marketing and wind, but a radical transformation from attitude to thinking。
It has moved away from the traditional model of a one-way “education market” to becoming a humble “learning man” and “co-founder” who define brands with the z generation。
At a time of increasing competition for industry stock, the nurturing of young consumer groups is the key to the long-term development of alcohol companies that break the growth bottlenecks。
The sensibility of alcohol captures the trend towards intergenerational change in consumption, raising the “juvenile” strategy to the core direction of corporate renewal alongside nationalization, internationalization and the official launch of the “younger 1. 0” strategy in 2025, which has resulted in a systematic set of both qualitative advantages, intra-cultural nuclear and innovative practices, which is not simply marketing and wind, but forward-looking trends based on industry trends, product endowments and cultural genes。
An example of this transformation is the series of “all love the wine” twilight challenges. Liquor does not set complex rules, but gives its voice entirely to users, encouraging them to share their own creative practices。
As a result, “the guacamole” and “the guacamole plus bubble water” were born from among users and quickly detonated social networks. For the third campaign in 2025 alone, over 1. 41 billion airs were broadcast over 10 days。
This is not only a victory for traffic, but also for the idea of “user sovereignty”. Through ip co-creation and co-creation, young people have turned from passive recipients to co-producer of brand contents。
Underline, the wine also goes into the city's muscles, building the “interest gravitational field”. In the context of the `just as it should' event at the yongjing room in guangzhou, the market, talk shows, non-fasts and other elements are integrated into the culture of wine, allowing young people to experience and disseminate brand names in a relaxed atmosphere。
From a hundred years ago, sailed out of the sea, to a hundred years later, to a “showing back”, to a “freshing up” at the yongjing room, a “return” and “rejoining back” across the century. It aims to bring together the most living and dynamic guangzhou youth and to integrate the wine into contemporary urban life。
This shift from “occupation of the market” to “inclusion of the ecology” allowed the wine to successfully transform the 6,000-year-old historical asset into an age symbol that the z generation was willing to accept and disseminate. A complete chain, from culture to product, from scenery to transmission, has been achieved, making thousands of fragrances a “social currency” in the hands of the z generation。
03
Integration into a “pleasant consumption” scenario
Nelson iq reports that the chinese consumer market is returning fully to “self-centred independence”. From “happiness” to “happiness”, the motivation for drinking goes back from “tool properties” to “emotional values”。
The second transformation of the wine is precisely to enter the emerging ecology of “pleasant consumption” and create new demands。
The bottom line of this strategy is the unique gift of fragrance. Its “clean, clean, clean” taste not only lowers the threshold for first-time food for young consumers, but also makes it possible to integrate seamlessly into a variety of micro-sands such as cafés, taverns, camping and so forth, making it an excellent foundation for creative drinking. This “attangibility”, which is derived from a generic gene, is a natural key to the opening of young hearts and minds to be opened with wine。
To transform this advantage into a market victory, the “younger 1. 0” strategy was officially launched in 2025 and raised to the heart of the nationalization and internationalization of enterprises。
In response to 2026, the fight for “consumer poles” was further clarified, systematically reaching and integrating young consumer groups through the rejuvenation of products, marketing landscapes and communication ips。
It is even more noteworthy that the "her strength" has been incorporated into the strategy。
In planning for the 2026 renaissance programme, it was explicitly proposed to create a separate "silver +" fragrance series, based on products such as rose wine and white jade wine, with a "temperate self-favouring" as the core selling point, and to activate women's consumption potential in depth。
This marks a young distribution of wine from wide coverage to deep operation。
04
From "historical legacy" to "historical peers"
The wine has deep roots in the culture of the chinese spirit, but the real challenge lies in how to bring old culture into dialogue with modern life. The third transition has been to move from a “historical heir” to a “age-peer”, with a “live culture” resonating with young people。
The pursuit of “clean” “real” in the culture of alcohol is highly compatible with the modern youth's desire for a simple, real life. For this reason, a combination of media programmes, such as the “little time” programme, using the “sharing” and “accompanied” youth languages, in the form of the “cloud living room” and real-time interactions, has successfully brought the brand temperature closer to the z generation。
This series of initiatives has been very effective. At present, nearly half of the users of drinking electricians are young people aged 25-35 years, and they are the only traditional white wine player in the top list after 90 years. Behind these achievements is the genuine z-generation lifestyle of the wine, which has been transformed through product restructuring, cultural fragmentation and centuries of brand history。
The unique style of “clean, clean and cool” white wine, which, in terms of its type of “natural gift”, corresponds to the taste needs of young consumers, compared to strong perfumes and white wines of sauce, has a pure taste and a good taste, which not only lowers the threshold of first-time intakes for young consumers, but also allows flexibility in the mix of drinks and fruits for creative preparation and seamless integration into the diverse micro-social scenes of cafés, taverns, camping, etc。
At the same time, the rejuvenation strategy of alcohol blends deeply with its 6,000-year-old cultural core, and its pursuit of “cleanness” and “reality” in the “chinese spirit” culture is highly compatible with the modern-day youth's desire for a simple, real life, a culture that resonates with the resonance that makes the rejuvenation of alcohol more viable and contagious than the mere marketing innovation of other enterprises。
At present, the depth adjustment of the white sector continues to be both a challenge and an opportunity for enterprise transformation。
The proactive adjustment of alcohol in the first quarter has demonstrated its strategic strength as a leading enterprise, and its systematic younger configuration has won it the space for future growth. From the soundness of the ecosystem, to the nurturing of young groups, to the innovative spread of branding culture, the wine is moving towards new forms in the form of deep roots。
There must be no uniform solution to the question of the “younger” of white wine. The responses given by the wine indicate that the core of the problem may not be “how to get young people to lift a glass” but “how to let white wine naturally enter their everyday life choices”。
The ancient qingxiang is emerging from the infusion of youth and provides a “samples of wine” that can be used for the transformation of traditional chinese brands。
