After the Covid-19 era, there is a declining trend of strong liquor sales in China. The sober curious movement becomes popular. Instead of drinking with the cost of health, more and more people prefer mild & light alcohol in the market.
At the same time, alcohol consumption is more dominated by 25-30-year-olds, while 79% of young people say they go to a cocktail bar every week for networking through our survey.
When those young Chinese professionals move to a new city for better career opportunities, their old circles was broken, but the new one is yet to be established. They will go through this lonely period named「Double de-embedding」. Struggle in this life stage, most of them will choose to drink to make new friends and build a new circle in the fastest way.
But, shortcuts always come at a price. What they get first is a physical burden&mental drift.