In recent years, the craft beer track has "heated up", attracting many new players to enter the market across borders, especially the closely related catering field. Compared with beer-focused manufacturers, catering companies are closer to the market. Coupled with investment in technology research and development, some catering companies have broken new ground and gained a place in the highly competitive market.

Haidilao, a well-known catering company, is one of the best.

Zhao Wei, head of the Haidilao beer project. With the continuous introduction of its own brand beer products, the order rate of its own brand beer has surpassed that of other brands in Haidilao stores. "Since the beginning of summer this year, sales of Haidilao beer have been booming. For three consecutive months from May to July, the average monthly sales of Haidilao's over 1,000 stores across the country exceeded one million. From the perspective of single products, the sales of German wheat beer and barley lager are really high.” said Zhao Wei. "Our greater ability is to be able to know what our customers want as quickly as possible, because we are too close to customers, and our customer base has a large number of young people who like to share their food online, which gives us a lot of opportunities to gain insight into consumer demand." Zhao Wei said.

Under the development trend of high-end and healthy beer products, the consumption of craft beer has expanded at an astonishing rate, and the growth rate always high. According to the "Research Report on the Craft Beer Industry" released by Zhuo Ding Consulting, it is estimated that by 2025, China's craft beer consumption will reach 2.5 billion liters, a year-on-year increase of nearly 30%. Young customers who prefer diversity and personalization are the main consumers of craft beer. Especially with the upgrading of consumption, the demand for beer and the consumption scene have changed。Young people are no longer satisfied with traditional industrial beer, but turn to niche and individual craft beer.

In addition to Haidilao, many catering owners have cooperated with craft beer equipment factories and breweries to integrate their supply chains, making craft beer become more people's choice!