According to the "2023 Mulled Wine Takeaway Consumption Trend Report" recently released by Ele.me, since November, the takeaway volume of mulled wine-related goods has increased by 16 times month-on-month. In addition to freshly brewed mulled wine by the glass, the best-selling products also include mulled wine American, mulled wine spice packs, and bottled ready-to-drink mulled wine.
Although mulled wine was introduced to China as early as the last century, it only became popular among domestic consumers in 2021. According to the report, mulled wine popularity rises in November and peaks in December. In November over the past three years, for example, mulled wine takeaway orders have increased by an average of 260% per year. The number of active mulled wine merchants has grown three-fold annually, from more than 200 to more than 15,000. Among them, Shanghai ranks first in the country in terms of the number of merchants, and Beijing and Hangzhou rank first.
II.III. Up to now, Ele.me's mulled wine delivery service has expanded from 40 cities to more than 300 cities.
Who is drinking mulled wine in takeaway: Nearly half of them are from first-tier cities, but they are getting younger and sinking
According to the report, nearly half of mulled wine delivery consumers are from first-tier cities, significantly higher than milk tea, coffee and beer. Among them, the latter accounted for nearly sixty percent, with an average age of 31 years old, which is relatively mature compared to the audience of milk tea (28 years old) and coffee (29 years old). Women's preference for mulled wine is significantly higher, accounting for more than 70%.
The popularity of mulled wine in China originated from the "tone" Shanghai. Since the beginning of this year, the takeaway volume of mulled wine in Shanghai has accounted for nearly one-third of the country's total. Founded in Shanghai in 2015, Ele.me Sunshine Winery Merchant Witch Drink hopes to focus on the target group of alcohol consumption, that is, young women aged 18-35 with certain spending power in the magic capital. But now, the Witch Drink store has covered Shanghai, Hangzhou, Jiaxing, Suzhou, Nanjing, Guangzhou, Nanchang, Jiujiang, Pingxiang and other multi-tier cities, in the view of partner Jacky, "from craft beer to mulled wine, we are seeing more cities, more types of consumers begin to grow into new drinking groups."
The report shows that mulled wine delivery consumers are getting younger. In the past four years, the proportion of post-00 consumers has increased from 11% to 21%, and post-00 orders have increased by 530% year-on-year. At the same time, the proportion of third- and fourth-tier consumers increased from 10% to 21%. Compared with November last year, orders for mulled wine in third- and fourth-tier cities increased by 743%, of which the volume of mulled wine takeaway in Zhengzhou, Taiyuan and other cities increased by more than ten times, and Nanchang and Harbin also increased by about seven times.
Morning C and evening A become a thing of the past: office orders account for 30%, and emotional consumption becomes the driving force
From the perspective of the distribution of takeaway orders by time, compared with the strong "catering" demand for beer, mulled wine orders are mainly concentrated in the noon period, and the "sober" function brought by instant relaxation is similar to that of coffee, and the proportion of night orders is higher than that of coffee. According to Xiao Chen, the manager of Jolly Bar's Creative Cocktail (Shanghai Plaza), they start opening at 2 p.m. every day, and recently they have received more than a dozen mulled wine orders from Ele.me within half an hour of opening every day, most of which are from nearby office buildings.
Compared with 70% of beer consumption, 55% of mulled wine orders occur outside the home. For example, relaxation between work, impromptu gatherings at hotels, and camping scenes. From the introduction of traditional Western festival rituals to the high penetration of people, merchants and cities today, the continued popularity of mulled wine also proves that consumers pay attention to emotional feelings, and the instant relaxation brought by mulled wine is in line with the current emotional consumption trend.
The daytime consumption of mulled wine is inseparable from the "roll" taste of the tea and coffee industry. According to the report, the number of merchants offering mulled wine or related flavors of coffee has increased more than seven-fold on average every year. When coffee chain brands launch seasonal products, they will focus on "mulled wine". In November, Luckin launched "Mulled Wine American", Seesaw launched "Orange Cinnamon Red American", and Tims Tianhao Coffee returned to "Orange Mulled Wine Fresh Extract".
In addition, convenience stores, supermarkets, liquor stores and other retailers are also constantly innovating products and services. According to the report, the number of liquor retailers offering mulled wine among Ele.me Sunshine Winery merchants is growing by an average of 100% per year. In addition to the wine packets, more retailers have launched "bottled" red wines that can be drunk directly after heating, such as the German Rapunzel Brewing Mulled Wine and the Spanish Clown Queuing for Mulled Wine.
According to Jacky, it is generally necessary to choose red wine with appropriate sweetness and acidity and prepare various spices for cooking wine at home. Bottled mulled wine generally adopts the traditional European mulled wine recipe, choosing red wine with soft flavor and low tannins, mixing fruits and spices such as cardamom and cinnamon for a long time, and consumers can open the heat and drink it.
It is reported that Ele.me Sunshine Winery focuses on rich categories, fast delivery, reliable and reliable service. These premium wine merchants on the food delivery platform have launched new services this year to better meet consumers' demand for instant drinking.
Taking the merchant witch drink as an example, in order to allow consumers to really drink mulled wine at any time in multiple scenes, they have launched heating boxes, wine spoons, etc. in Ele.me stores, and consumers can drink it in ten minutes by heating it anytime and anywhere. Wine retailer Juyou Winery, which mainly sells red wine, has thousands of red wine items on Ele.me, including bottled mulled wine. At the same time, the store also provides disposable red wine glasses, in order to meet the consumer's sense of drinking ritual.
New Year's Day is approaching, and from December 21, consumers will search for "festival" on Ele.me, that is, there will be millions of holiday explosive productsMinimum purchase from 01 yuan. "In addition to mulled wine, we found that there are new fresh wines such as mulled white wine, hot pomegranate wine, hot beer, and sweet pear mulled gin on the Ele.me platform this year. Search for "Sunshine Tavern", in the Ele.me Bistro channel industry, consumers can also learn about mulled wine and other cooking strategies, and can also receive various preferential benefits such as 100 minus 20.