{"id":48356,"date":"2025-10-29T07:02:00","date_gmt":"2025-10-29T07:02:00","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48356"},"modified":"2025-10-29T08:25:10","modified_gmt":"2025-10-29T08:25:10","slug":"mixue-beer-deal","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/mixue-beer-deal\/","title":{"rendered":"Mixue bets on beer in RMB 297 million deal\u00a0"},"content":{"rendered":"\n

In a move that signals a broader shift in China\u2019s beverage battleground, Mixue<\/a> (\u871c\u96ea\u51b0\u57ce) has acquired a 53% stake in draft-beer chain Fulu Jia (also known as Xianpi Fulu Jia, \u9c9c\u5564\u798f\u9e7f\u5bb6) for roughly RMB 297 million (US $41.7 million). Far from a plain old aquisition, the Mixue beer deal is a calculated first plunge into the low-alcohol arena.\u00a0<\/strong><\/p>\n\n\n\n

Founded in 2021, Fulu Jia already boasts about 1,200 outlets across 28 provinces and posted a profit in 2024 of around RMB 1.07 million (US $150,000). Its signature cups are priced in the RMB 5.9\u201314.9 (US $0.83-2.09) range \u2013 a clear nod to Mixue\u2019s mass-market DNA. <\/p>\n\n\n\n

For Mixue, best known for its value-priced ice-cream, teas and coffees, the beer deal offers immediate operational and site-synergy: the same store network, supply-chain logistics, digital customer base and evening foot-traffic that tea and coffee have already locked in.<\/strong> In short: lemonade by day, fresh-draft beer by night. From that vantage, Mixue says this is an important step to \u2018seize the development opportunities in the on-tap fresh beer industry.\u2019\u00a0\u00a0<\/p>\n\n\n\n

\n
\"mixue<\/figure>\n\n\n\n
\"mixue<\/figure>\n\n\n\n
\"mixue<\/figure>\n
Mixue’s traditional offerings. Images: Rednote\/\u871c\u96ea\u51b0\u57ce<\/sub><\/figcaption><\/figure>\n\n\n\n

The timing of the Mixue beer deal is telling. As beverage brands wrestle with saturation in daytime tea and coffee, the \u2018fun not drunk\u2019 logic of low-alcohol drinks fits neatly with Gen Z\u2019s social habits: inexpensive, photogenic, and built for evening and weekend occasions rather than serious bar-based consumption. Analysts cite the broader \u2018Little Sweet Water\u2019 (\u5c0f\u751c\u6c34) trend: beer-and-tea hybrids that are dessert-playful rather than beer-heavy as precedent to the trend.\u00a0\u00a0\u00a0<\/p>\n\n\n\n

Rivals aren\u2019t sitting still either. Tea chains such as Chabaidao, Chayanyuese and Lelecha are already experimenting with tea-plus-alcohol formats, upping the ante from viral one-offs to repeatable low-alcohol outlets<\/strong>. The logic: extend the brand into nighttime, diversify the consumer day, and build the basket beyond single cups of milk tea. In short: Mixue\u2019s bet is that the next growth curve won\u2019t come by charging more. It will come by staying cheap, staying social, and visible after dark.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

In a move that signals a broader shift in China\u2019s beverage battleground, Mixue (\u871c\u96ea\u51b0\u57ce) has acquired a 53% stake in draft-beer chain Fulu Jia (also known as Xianpi Fulu Jia, \u9c9c\u5564\u798f\u9e7f\u5bb6) for roughly RMB 297 million (US $41.7 million). Far from a plain old aquisition, the Mixue beer deal is a calculated first plunge into […]<\/p>\n","protected":false},"author":2,"featured_media":48360,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[69],"class_list":["post-48356","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-food-beverage","has-thumbnail"],"acf":[],"yoast_head":"\nMixue bets on beer in RMB 297 million deal\u00a0<\/title>\n<meta name=\"description\" content=\"Mixue step into the beer trade in massive deal to buy out local Chinese firm. 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