从青岛啤酒节到啤酒交易所,百年品牌的场景创新进行时。当Z世代消费者为LABUBU(泡泡玛特)带来的治愈感买单、为现打鲜奶的“仪式感”排队时,啤酒行业也在经历一场从功能消费到体验消费的跃迁。在当前正在进行的第35届青岛国际啤酒节中,青岛啤酒通过“啤酒交易所”“微醺情绪实验室”等创新场景,将麦芽香气转化为连接消费者情感的“社交货币”,其底层逻辑与泡泡玛特的情绪消费、红星前进面包牛奶公司的现打鲜奶体验...
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