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    5. 酒訊雜誌12月號/2024第221期 2025威士忌市場趨勢觀察
    金蛇年能否「蛇來運轉」還是持續陷於谷底?

    酒訊雜誌12月號/2024第221期 2025威士忌市場趨勢觀察

    5.0分,2 ratings
    Publisher 酒訊雜誌 /酒訊文化事業股份有限公司
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    2024/12/12
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    481072
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    2024年,台灣威士忌市場遭逢了罕見的低迷景氣衝擊,2025年能否「蛇來運轉」,還是持續陷
    於谷底?
    其實不止是台灣,2024年全球威士忌產業也是寒風凛烈,以致陸續有愛爾蘭、瑞典及美國的3家
    威士忌酒廠支撐不住,相繼宣布破產。烈酒市場的寒冬或許只是剛剛開始!
    若是市況短期內難以改善,今年酒業的首要經營方針,想必是先求穩再求好;比起推動業績增
    長,更穩妥的方式則是著重於去化庫存,並調整營銷模式,強化消費者溝通及通路固盤。
    威士忌市場這兩年的風雲變幻,是許多業內人士都未曾經歷過的。2023年第一季,一些知名品牌
    猶在高歌猛進調漲售價,然而在2024年這一年,不少大品牌的市價卻一路盤軟,有些12年威士忌的
    實質售價,甚至已跌破千元了!
    展望2025年,由於通膨、地緣政治的不確定等陰影籠罩著,國際及國內情勢幾乎不見利多,加上
    這一年多來,許多通路業者也確實感覺到「買酒的人變少了,喝酒的人也買得少了」,讓他們對未
    來難以抱持樂觀心態。
    不過這兩年的市道雖差,卻也不至於到崩盤的地步。若暫時抽離對買氣不振的焦慮,從威士忌市
    場長線發展看,現階段仍可視為行情過熱的短期修正。
    有位美國歌手曾說:「我不能改變風向,但我能調整風帆,讓我到達目的地。」處於當前的壞時
    機中,愈能持盈保泰、靈活應變者,愈能在景氣復甦時抓住成長機會!
    記得1997年亞洲金融風暴爆發時,台灣葡萄酒市場從最高點崩盤,市面上有許多法國五大酒莊的
    紅酒,曾經跌到只有台幣3千元的地板價,但是仍有不少業者挺了下來,到現在依然活蹦亂跳。這就
    是我們頑強的生存本能!
    2025年歲次為乙巳蛇年,應以「靈動機警,絕處求生」自我期許,是時候讓本能覺醒了!
    More
    More
    18 全球威市短空長多 大者恆大效益浮現
    Steven Liu
    威士忌消費大縮水,市場重新洗牌誰獲益?
    22 蘇格蘭威士忌產業2025年趨勢展望
    David H.
    轉型期即將來臨,品牌獨特性成為酒廠生存關鍵!
    30 由IWSR 統計數據 綜觀威士忌市場趨向
    林政緯
    台灣酒市買氣低迷,是陣痛期?抑或新常態?
    34 人口結構高齡化、少子化、健康意識抬頭⋯⋯
    台灣酒類市場的挑戰與機遇
    張淯翔
    36 威士忌價格透明化現象觀察
    克洛伊
    消費者忠誠度始終是品牌固盤的核心因素
    40 生產標準化與行銷客製化的甜蜜交集!?
    AI狂潮下的威士忌產業發展
    Steven Liu
    44 2025進行曲:在傳統框架中不斷尋求創新
    蘇格蘭威士忌 持續開拓風味新領域
    林政緯
    Brand焦點企劃
    06 寓意「百福匯聚,富裕滿盈」佳釀 新春尊榮之選
    The Balvenie百富相伴 品味歲末溫馨時刻
    企劃部
    10 重雪莉風格顛峰之作 全球限量1500瓶
    格蘭利威200年禮讚 首獻40年高奢威士忌原酒
    編輯部
    12 簡約時尚包裝設計 展現北歐洗鍊風格
    Highland Park高原騎士 嶄新品牌風貌亮麗登場
    企劃部
    14 屢獲「威士忌大賞」高度肯定的精品級美威
    肯塔基貓頭鷹純裸麥威士忌 TW.WA三度奪金!
    企劃部
    Focus醉前線
    46 探索北歐威士忌Part 4
    張淯翔
    起步雖晚卻潛能無限的北歐新星──丹麥
    Special Report特別報導
    60 港府祭出新政策:調降高端烈酒進口關稅
    2024香港國際美酒展 開拓無限商機
    林政緯
    600家參展商、50場活動與講座,吸引逾萬人入場
    64 在地專業考訓與國際接軌契機
    時隔11年 CMS侍酒師認證重返台灣
    Steven Liu
    More
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    Released
    2024/12/12
    Language
    Traditional Chinese
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    PDF: Fit in large screen
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    481072

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    酒訊雜誌04月號/2025第225期 威士忌投資 抄底時機已近?

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    酒訊雜誌02月號/2025第223期 威士忌酒廠背後的故事

    酒訊雜誌12月號/2024第221期 2025威士忌市場趨勢觀察

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