In recent years, craft breweries on the streets and an endless stream of niche craft beer brands have gradually brought craft beer into the eyes of mass consumers. This summer, the craft beer track has ushered in a new round of "heating up". Dingdong Maicai recently launched its first own craft beer brand - "1972 Farm", focusing on "Japanese beer" which is only sold 24 hours a day. Rixian's craft beer has only been on sale for two weeks, and its single-product sales have reached 16,000 cans in a single day.
The person in charge of Dingdong Maicai Dairy and Beverage said that based on the insight into consumption upgrade trends and the implementation of the company’s commodity strength strategy, Dingdong Maicai chose the “advanced” beer category of craft beer as its own alcoholic beverage brand. The first water-testing area created. In 2021, the company established a special craft beer product team within the company to focus on the product development of craft beer. The "1972 Farm" craft brewed puree fresh beer launched by
this time is the first product of Ding Dong 's own brand craft beer series. The product development process lasted for 6 months, and was carefully developed by a team of senior winemakers hired by Dingdong Maicai. The main raw materials are Qiandao Lake water, which has the reputation of "the most beautiful water in the world" and barley malt imported from Europe and the United States. It uses special hops "SIMCOE" and "CITRA" for craft brewing, and performs ale-style 28-day upper fermentation. The taste is refreshing and soft. Rich floral and fruity aroma.
In order to ensure a fresh and pure taste, unlike ordinary beer that is filtered and sterilized before leaving the factory to extend the shelf life, "1972 Farm" beer is not filtered, diluted, sterilized or sterilized after continuous fermentation in the tank. Preservatives are added to preserve the original flavor. In addition, Dingdong Maicai has specially introduced the "daily fresh" concept of fresh milk and meat into the beer category. Through the construction of an efficient supply chain and relying on the "last mile" advantage of the front warehouse system, daily beer is produced by Cold-chain direct delivery from the brewery, and only 24-hour sale on shelves, allowing consumers to enjoy the ultimate fresh puree craft beer without leaving home.
According to reports, the sales volume of “1972 Farm” craft puree fresh beer has grown rapidly after it was put on the shelves in East China for two weeks, and the current average daily sales volume has reached 16,000 cans. Driven by its own brands, Dingdong Maicai’s national craft beer sales increased by more than 200% year-on-year in June. At the same time, Dingdong Maicai is also stepping up the development and launch process of new products for its own craft beer brands. It is expected that a variety of craft beers with different flavors will be available to Dingdong users this summer.
It is worth mentioning that in addition to starting "brewing", Dingdong Maicai has successively deployed the field of prepared dishes and pastry baking through internal research and development, supply chain cooperation and other methods since 2020, launching "Cai Changqing" and "Dingdong Ace Dishes" ", "Good Core Craftsman", "Paulo Workshop" and more than 20 private brands. With the effective support of the supply chain infrastructure, the commodity power of Dingdong Maicai is rapidly improving, and unique, differentiated and high-quality products such as "Farm 1972" are gradually forming new users' perceptions and new perceptions of Dingdong. impression.
