黄酒出海：中国酒国际化的新机遇与挑战
中国黄酒正成为继白酒之后又一个值得关注的出海品类。 与高度白酒相比，黄酒在低酒精度、口感接受度等方面展现出独特优势，为国际市场拓展提供了新的可能性。
Yellow rice wine is emerging as another noteworthy category for international expansion after baijiu. Compared with high-proof baijiu, yellow rice wine demonstrates unique advantages in lower alcohol content and taste acceptance, offering new possibilities for global market development.
品牌出海：黄酒国际化的主要路径
Brand Globalization: The Primary Path for Yellow Rice Wine
会稽山品牌总监王栓表示："黄酒出海可能比白酒更乐观"。目前中国酒企的国际化仍以品牌营销为主，通过参加国际展会、举办品鉴会等方式提升海外知名度。
Huiji Mountain Brand Director Wang Shuan stated: "The global expansion of yellow rice wine may be more optimistic than baijiu". Currently, Chinese alcohol companies' internationalization still mainly focuses on brand marketing, enhancing overseas visibility through participation in international exhibitions and tasting events.
日本市场：黄酒国际化的关键突破口
Japanese Market: The Key Breakthrough for Yellow Rice Wine Globalization
数据显示，日本占中国黄酒出口总量的35%，是最大的海外市场。黄酒与日本清酒在原料和工艺上的相似性，为其市场接受度奠定了基础。
Data shows that Japan accounts for 35% of China's yellow rice wine exports, making it the largest overseas market. The similarities in ingredients and production processes between yellow rice wine and Japanese sake lay the foundation for market acceptance.
低度优势：黄酒国际化的核心竞争力
Low-Alcohol Advantage: The Core Competitiveness of Yellow Rice Wine
与白酒相比，黄酒的酒精度通常在14-20度之间，这使其在国际市场的关税和消费接受度方面具有明显优势。英国代理商关竹晴指出："黄酒的税率更低，具备成本和价格优势。"
Compared with baijiu, the alcohol content of yellow rice wine is typically between 14-20 degrees, giving it clear advantages in international market tariffs and consumer acceptance. UK agent Guan Zhuqing noted: "Yellow rice wine has lower tax rates, providing cost and price advantages."
文化赋能：讲好中国黄酒故事
Cultural Empowerment: Telling the Chinese Yellow Rice Wine Story
黄酒企业正积极利用中国文化元素进行海外营销。会稽山在巴黎开展的"投醪劳师"表演活动，以及结合《兰亭集序》等文化IP的推广策略，都取得了良好效果。
Yellow rice wine companies are actively utilizing Chinese cultural elements for overseas marketing. Huiji Mountain's "Toulao Laoshi" performance in Paris and promotion strategies incorporating cultural IPs like the "Orchid Pavilion Preface" have achieved good results.
2023年绍兴黄酒出口增速高达216.2%，虽然基数不大，但快速增长的趋势表明黄酒国际化前景广阔。随着企业重视程度和资源投入的增加，黄酒有望成为中国酒出海的又一成功样本。
In 2023, Shaoxing yellow rice wine exports grew by 216.2%. Although the base is small, the rapid growth trend indicates broad prospects for internationalization. With increased corporate attention and resource investment, yellow rice wine is expected to become another successful example of Chinese alcohol going global.
