Why Did This 30-Year Local Beer Brand Suddenly Go Viral After Selling 40,000 Tons Annually?
Beer has long been loved by many domestic consumers, and after decades of development, a number of good domestic brands have emerged in China, such as Snow, Tsingtao, Chongqing Beer, and Yushu Beer. However, Chongqing Beer and Yushu Beer have been taken over by brewing giant Carlsberg.
Silent for 30 years, Yushu Beer suddenly exploded in recent years! It has gradually permeated across the country, and small restaurants everywhere proactively want to stock it. Due to its strong alcohol content and good taste, it has a nickname online: 'Fatal Yushu'.
Behind this operation is Carlsberg, whose development history can be traced back to the 1940s, with a history of 170 years. It mainly engages in the production and sales of beer and soft drinks, and its products are marketed worldwide. It's worth noting that Carlsberg entered the Greater China market more than 100 years ago, primarily in Xinjiang and Chongqing in western China. It once interrupted its operations until the 1970s when it resumed business in China.
Just like many enterprises, Carlsberg mainly took two measures after arriving: one was to conduct localized operations, and the other was to acquire local brands to expand its market share in China. About 5 years ago, the company fully acquired Yushu Beer, a brand, marking its further strengthening of its voice in the Western Chinese beer market. Why did Yushu Beer attract the attention of brewing giant Carlsberg? Let's briefly narrate the story next.
'Yushu Beer' was founded in the 1980s in Yushu City, Xinjiang, so it naturally became known as 'Yushu', and now it has become a well-known beer brand in Xinjiang.
Initially, Yushu Beer was just a small local brewery with an annual output of 5,000 tons. In the 1990s, with the further promotion of domestic market opening, various enterprises began to make adjustments, and Yushu Beer merged with Yining Brewery to form a group company. Shortly after entering the new century, the company introduced Sichuan Blue Sword Group to expand its operations, which was later entrusted to it. But the good times didn't last long, and the brand fell into a losing pit due to poor management.
It was at this time that Carlsberg, through contact with Blue Sword, first learned about Yushu Beer. Relying on Carlsberg Group's resources in the industry, Yushu Beer benefited greatly after being taken over, not only thriving in Xinjiang but also spreading across the country and even to overseas markets. Its brand and scale of sales increased significantly.
The reason why Yushu Beer is loved by consumers is one important reason: its taste. It is understood that due to its good taste and strong alcohol content, the brand has gained the favor of many young consumers outside of Xinjiang. Facing the new market realities, Yushu Beer proactively took action, focusing on improving product quality, actively expanding into the vast rural market, and increasing market capacity. Through differentiated products and multi-channel marketing, it achieved improvements in quality and efficiency,
Currently, Yushu Beer has several breweries in Xinjiang, occupying nearly 70% of the local market, and its annual sales have exceeded 4 million tons. Under the Carlsberg system, beer sales have grown significantly. The hot sales of Yushu Beer have also contributed a lot of revenue and market share to Carlsberg Group, which is a mutually beneficial process.
Industry insiders analyzed that the beer market is moving towards a high-end direction, and brands like Snow and Tsingtao have launched their own premium products. In this trend, Yushu Beer is also actively upgrading. In 2020, various industries were affected to some extent, and from the current situation, it will take some time for the beer market to return to normal.
