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To attract young people to taste baijiu, the key is to deeply understand the state of young people. The 2024 Youth Drinking Report, based on a survey of 801 young people, provides insight into the drinking habits and preferences of young people.

More than 30% of young people like to drink baijiu

From the perspective of alcohol choice, more than half of young people choose beer, fruit wine and cocktails are also popular, accounting for more than 40%. It is worth noting that in the ranking of young people drinking alcohol, liquor ranks fourth, and the trend of younger people is obvious, and many beverage dessert brands and liquor joint cooperation is frequent.

Young people of different ages have different preferences. The post-00s prefer "beautiful and sweet" wines such as cocktails, fruit wine and rice wine. Post-95 love white wine, foreign wine, pay attention to taste style; The post-90s generation chose more beer, red wine and rice wine.

Seventy percent of young people like to stay at home and drink

In terms of drinking methods, although there are many mixing recipes on social media, more than 60% of young people still love to buy pure drinking and pursue simple and direct. At the same time, more than 30 percent of young people will mix their own drinks, and 6.9 percent will buy mixers/set drinks, which can not only save costs, but also bring a sense of accomplishment.

The survey found that more than 70% of young people prefer to drink at home to enjoy the warm atmosphere, compared with crowded places. Nearly half of people like to go to the bar, the restaurant, Bistro bistro is also popular, the relatively quiet environment is preferred. In addition, different personality types have obvious differences in drinking places, E people often patronize nightclubs, bars, KTV and other social places.

Men drink to decompress, women want to drink tipsy

In the choice of drinking partners, more than 70% of young people like to drink with close friends, can enjoy talking; More than 40% of adults like to drink with their partner; More than half of people drink alone, and the post-00s/post-95s in first-tier cities, those engaged in advertising marketing and other industries, and most of the N-type personality groups prefer to drink alone.

From the perspective of mood and drinking time, more than 50% of young people drink alcohol when they are happy and relaxed, nearly half of them drink when they want to drink, and there are more than 4 causes of pressure and more than 3 causes of sadness and drinking, among which, the proportion of post-00 drinking affected by negative emotions is the highest among all age groups.

From the perspective of gender differences, girls prefer fruit wine, rice wine, cocktails and other low alcohol, more inclined to be tipsy, drinking to adjust the mood, help sleep and so on; Boys prefer beer and liquor, hoping to get drunk, drinking mainly to decompress.

Whiskey sells best of all ages

The survey found that alcohol addiction is related to occupation and personality type: workers in foreign-funded enterprises and non-profit organizations are more addicted to alcohol, and people with ENTP and ENFP personality types are at the top of the list.

From the perspective of city differences, Nanjing, Guangzhou, Shanghai and Shenzhen are the most drinkable cities on average. Shenzhen is the most popular city for drinking after work, followed by Beijing, Shanghai, Hangzhou and Chengdu.

Whiskey, vodka and rum are the most popular base drinks when it comes to mixing and red wine preferences. From the analysis of age, we can see the signs of young domestic liquor. Among the net red wine that is favorite to drink after 00, Fenjiu ranks second only to Rio series. The post-00s are keen on mixing liquor with sparkling water and drinks.