日前，珍酒李渡（06979.HK）推出首款高端精酿啤酒“牛市”，375ml铝瓶装定价88元，董事长吴向东在直播中强调产品采用加拿大、澳大利亚大麦芽及欧洲酵母。紧随其后，390ml罐装五粮液（000858.SZ）系的“风火轮”精酿也将于8月15日上市，建议零售价19.5元。
此前，泸州老窖（000568.SZ）也入局了啤酒赛道，百调啤酒最高定价198元/瓶，目前仍处试水阶段。
行业数据显示，精酿啤酒市场规模预计从2020年100亿元增至2025年300～400亿元，渗透率将提升至6.3%。除了白酒企业外，盒马鲜生、海底捞（06862.HK）、王老吉等分别推出过“雨橙小麦精酿”“蜂蜜乌龙茶啤酒”“艾尔精酿白啤酒”等。
业内人士分析，白酒企业虽具备渠道和品牌优势，但面临精酿保质期短、消费场景差异等挑战。中国酒业协会预测，未来五年精酿增速将持续领跑行业，但品牌认知冲突与库存模式差异或成主要制约因素。
随着盒马、海底捞等新零售企业入局，精酿啤酒赛道已形成传统酒企、独立品牌与跨界玩家三足鼎立格局。专家认为，即时零售模式正在重塑消费场景，白酒巨头能否将渠道优势转化为市场份额，仍需市场检验。
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