In 2025, there was a "big earthquake" in the beer industry! Just like "Nezha 2: The Devil Boy Conquers the Dragon King" set off a storm in the film industry, craft beer also ushered in a highlight moment in the beverage industry. This year can be called the "first year" of the explosion of craft beer.

"Reversal drama" in the beer market

In the past, industrial beer was the "big brother" in the market and sold well all the way. But who would have thought that in 2025, the situation would change and industrial beer sales would show negative growth for the first time, just like falling down on a slide. However, craft beer, like chicken blood, rose against the trend, with a market size exceeding 50 billion yuan, a year-on-year increase of more than 60%. This data is simply amazing! It's like a game, the player who was far ahead suddenly fell behind, and the player who had been quietly catching up achieved a curve overtaking. Behind this, it is a signal that the Chinese consumer market is undergoing profound changes.

In the past decade, craft beer has been like a niche star hidden in the corner, and only a few knowledgeable people are chasing after it. But by 2025, it has completely "gone out of the circle" and gone to the public. In first-tier cities, the penetration rate of craft beer has reached 35%, and new first-tier cities have also exceeded 25%, and second- and third-tier cities are keeping up with the pace. This explosive growth is not a pie in the sky, but an inevitable result of consumption upgrading. Just like people buy clothes, they no longer just pursue cheapness, but also pursue quality and personality, and the same is true for drinking beer.

The "new favorite" of young power

The "big hero" behind this transformation of the beer industry is the young consumer group. The main force of the new era, the post-95s and post-00s, has long been aesthetically fatigued by the stereotyped industrial beer. What they pursue is a personalized and quality consumption experience. Craft beer is like tailor-made for them, with a rich taste, unique brewing process, and distinctive cultural attributes, which perfectly meets the needs of young people. The survey shows that consumers aged 18-35 contribute 75% of the sales in the craft beer market, and they are a full consumer responsibility!

Capital "hotly favors", industry "transforms"

The capital market is like a keen hunter, and it has smelled the business opportunities of craft beer early. In 2025, the total financing amount in the craft beer field exceeded 10 billion yuan, and the valuation of many craft beer brands exceeded 1 billion US dollars. The injection of capital is like a "heart shot" for the craft beer industry, which not only brings funds, but also promotes the standardization and scale development of the industry. In the past, most craft beers were produced in workshops, but now they are transforming towards modern brewing, the supply chain system is becoming more and more perfect, and the product quality is also getting better. Just like a small workshop gradually developed into a modern large factory, its strength should not be underestimated.

"Big expansion" of channels, more convenient drinking

In the past, if you want to drink craft beer, you may have to go to a niche bar or specialty store. Now it's different. Craft beer has entered traditional retail channels such as supermarkets and convenience stores. On e-commerce platforms, craft beer sales increased by more than 80% year-on-year, and new retail models such as live streaming have also made craft beer popular. This is like bringing craft beer out of the "boudoir" so that more people can buy it easily. Even if you stay at home, you can order craft beer online and have it delivered to your door.

The explosion of craft beer in 2025 is a vivid manifestation of consumption upgrading. It tells us that Chinese consumers are no longer satisfied with "drinking enough", but pursuing "drinking well", and turning from pursuing cost-effectiveness to pursuing quality and experience. This not only changes the pattern of the beer industry, but also points the way for the entire consumer goods market. In the future, competition in the craft beer market will definitely be more intense, brands must continue to innovate, improve product and brand power, and the industry must establish a more complete standard system. 2025 is just the beginning of the legendary story of craft beer, and more exciting things are still to come, let us wait and see together!