蜜雪冰城进入“微醺”赛道,“万物饮料化”的风终于吹到了鲜啤

食品招商网
Nov 03, 2025

近日,蜜雪集团宣布以2.968亿的价格收购现打鲜啤品牌“鲜啤福鹿家”53%的股权,正式从茶饮、冰淇淋、咖啡进入现打鲜啤领域。蜜雪看重的鲜啤福鹿家,定价在6-10元之间,与蜜雪的茶饮价格高度吻合。这家拥有超过5.3万家门店的巨头,试图在鲜啤市场复制“奶茶”的奇迹。值得关注的是,福鹿家门店菜单中,超过70%都是风味啤酒--比如“微醺小奶啤”、“狂炫砂糖橘”、“百香果小麦”等,鲜啤的外包装也称其为“...

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