In the past 2021, we have seen a number of new products with clear operational ideas and clear strategic missions. Some of them bear the arduous task of moving towards a higher level of enterprises, and some have been given the glorious mission of leading the revitalization and development of categories.
Whether it is the difference in aroma type, the subdivision of the category, or the different placeholders of the price band, these new products together make up the annual product collection of the Chinese liquor industry in 2021.
Treasure Moutai wine, renewed debut
On the evening of December 29, 2021, at the Moutai "Treasure Night" and 53% vol 500ml Guizhou Moutai Wine (Treasures) Press Conference held in the Moutai WineMaking Industrial Heritage Building Complex - the Source of Maojiu, Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, announced the official listing of Guizhou Moutai Wine (Treasures).
In the official public account of Moutai in Guizhou, the listing of Moutai wine (treasures) in Guizhou used "the first high-end new product released by Moutai in the new era of high-quality and strong industry" to explain the "weight" of the new product listing.
Thirty-five years ago, the first appearance of the rare Moutai represents the moutai brand leading The new journey of Chinese liquor to high-end; thirty-five years later, the new treasure Moutai was born at the end of 2021, which shows that under the leadership of Moutai, Chinese liquor is moving towards a new road of cultural empowerment brand and culture-led consumption.
"The launch of the new treasure Moutai wine is a measure for Moutai to actively adapt to new consumer demand, actively build a product echelon represented by premiums, treasures, boutiques and classics, and strive to brew a high-quality life." Li Jingren, deputy secretary of the party committee and general manager of Moutai Group, said at the press conference that this product not only inherits the excellent quality of rare brewing, but also pins on the good wishes of Baifu. This is a treasure brew with both historical charm and era integrity, which fully reflects the value positioning of Moutai wine as a high-end commodity.
In the release process of the precious Moutai products, we see that: from quality, to culture, and then to the spirit of craftsmen, the value connotation of the high-end products of the head famous wine is more full and more specific, and more attention is paid to the strong spiritual resonance from the producer, to the operation, and then to the consumer.
This resonance is deeply rooted in the trend of the times, showing the style of the times, showing the trend of the times, leading the fashion of the times, it is the embodiment of the social value of the head wine, and it also shows the important role of liquor as an important spiritual consumer product, in this new era, the promotion of national cultural soft power.
The new strategic item "Luzhou Old Cellar 1952" leads the revival of the first curve
On October 17, 2021, Luzhou Laojiao officially released the strategic new product "Luzhou Laojiao 1952" in the Shanghai Center, further consolidating the dual-brand strategy and establishing a new offensive roadmap in the opening year of the 14th Five-Year Plan.
Luzhou Laojiao 1952 Represents that since 1952, Luzhou Laojiao has created the only classic miracle of the fragrant liquor brand to win the honor of "Chinese Famous Wine" for 5 consecutive years, which is the value symbol of Luzhou Laojiao's establishment of Chinese liquor standardization system and the creation of the era of Chinese famous wine.
Luzhou Laojiao 1952 is under the background of consumption upgrading in the new era, relying on the three core concepts of "famous wine creation, national standard leadership, and tribute to classics", leading the consumer market to relive the flavor of classic aromatic liquor, reshape the value of the fragrant liquor category, and re-establish the value benchmark of high-end liquor - so far, Luzhou Laojiao's strategy of "returning to the top three" has added another heavy weapon.
Luzhou Laojiao 1952 is created by Master Zhang Suyi, the 22nd generation inheritor of the traditional brewing technology of Luzhou Laojiao wine, and brews a typical style of strong fragrance that integrates "mellow, rich, refreshing and elegant", providing the best choice for the pursuit of high-quality liquor consumers with a price band of 1,000 yuan.
As a new star reshaping the new value of China's fragrant liquor brand, Luzhou Laojiao 1952 will also adhere to the self-confidence of the strong fragrance, inject new impetus into the Chinese liquor industry, add new vitality to Chinese liquor, promote the high-quality development of Chinese liquor, and continuously promote the overall image and brand upgrade of the industry.
Qinghuafen Wine 40 · Chinese Dragon: Inheriting the beauty of the economy and culture of the new era, the crown of the East shines
Qinghuafen wine series, as a high-end product series of Fenjiu, has carried the spirit of Fenjiu inheriting the spirit of thousands of years of Chinese culture since its birth. Whether it is the texture of blue and white porcelain or the ink-splashed font design, all of them vividly interpret the charm of Chinese aesthetics.
On July 5, 2021, the market guidance price of the ultra-high-end new product "Qinghuafen Wine 40 · China Dragon" was 3199 yuan, which once again demonstrated the ambition of Cultural Fenjiu to endorse high-quality life.
Qinghua Fenjiu 40 China Dragon, as an ultra-high-end product launched by Fenjiu Group, its own scarcity and sense of quality are handled just right. Qinghuafen wine is a typical small tank craft brew, the size is 1% of the sauce aroma cellar pool, is 5% of the fragrant cellar pool, each cylinder can only produce more than 20 kilograms of high-quality wine, the output is very scarce. In terms of market launch, according to the plan of Fenjiu, only 500 tons will be put on the market this year. The superimposed influence of the two makes Qinghuafen Wine 40 Chinese Dragon have absolute scarcity.
From the perspective of cultural connotation, Qinghuafen Wine 40 Chinese Dragon also has its own unique features. The exterior continues the iconic droplet bottle shape of Qinghuafen wine, the hue of blue and white porcelain, and the hand-painted Ji blue fen characters. In addition, the bottle body of Qinghuafen 40 Chinese Dragon has been added to the Southern Song Dynasty", and the bottle cap adopts the traditional Chinese auspicious pattern - "Seawater River Cliff Pattern", which means Fushan Shouhai; the bottom of the bottle is marked with a golden "China".
The launch of Qinghuafen Liquor 40 China Dragon not only conforms to the trend of new national style, but also creates the national trend of the liquor industry, injects new vitality into the revival of Fenjiu, and is not only the continuation of the story of Fenjiu, but also an important milestone in the history of Fenjiu in the future.
Five-star red Xifeng debuted, and China's phoenix-type ultra-high-end liquor was revolutionarily reshaped
On August 30, 2021, the five-star red West Phoenix was launched at a super high price of 3980 yuan. After 3,000 years of uninterrupted craftsmanship and a typical representative of Fengxiang liquor, which ranks as one of the four famous wines in China, Xifeng is showing its unique historical value to the industry and consumers through this new product.
On the basis of maintaining a clear wine body, the five-star red West Phoenix smells beautiful and elegant, the flavor of Chen Xiang is obvious, and the ultra-high-end pricing of 3980 yuan has become the leading work of Fengxiang classic. Supporting the ultra-high-end positioning is Xifeng's exquisite ingenuity of "five-star standards, three major upgrades, and old and old".
Five-star red Xifeng is the highest standard of Fengxiang liquor, which uses 20 years old wine as the base wine, which is rich in trace ingredients, more health factors, making people more comfortable to drink, and more relaxed after drinking. Secondly, the five-star red West Phoenix uses national treasure-level cultural relics for more than 30 years to store old wine in the sea, making the wine fuller and softer. A cup into the throat, the taste is mellow and silky, the honey fragrance is particularly prominent, the aftertaste is long, and the mood is pleasant.
The upgrading of the process represents excellent quality assurance, and the rich cultural connotation can highlight the honor. The five-star red Xifeng continues the most excellent pedigree of Xifeng wine, with a total annual output of only 10,000 pieces, which is a truly scarce wine and a well-deserved "Phoenix Fragrance Supreme".
For drinkers, the five-star red phoenix is undoubtedly a rare wine with a long aftertaste; and for the consumption scenes such as banquets and gifts, it is also the most precious, special and most commemorative product.
The advent of the five-star red Xifeng is a demonstration of the quality strength, brand thickness and taste value of Xifeng, and also declares the historical mission of the enterprise to impact the peak of the industry and reconstruct the value ecology.
Abstract Wine and Craftsman Edition: Opening up a "new track" for high-end sauce wine
On December 4, 2021, Sands Wine's strategic product, "Abstract Wine, Craftsman Edition", was officially launched on the wine industry stage.
As a strategic product of Sands Liquor, the abstract craftsman version is priced at 1999 yuan / bottle, and for the high-end liquor market where the mainstream high-end pricing is still concentrated in the price band of 800-1500 yuan, the summary of 1999 yuan is particularly conspicuous.
In terms of quality, the abstract master version adopts the 70-year-old cellar pool brewing of the old factory in Jinshayuan Village, seasoned with 30 years of old wine, containing the flavor of Jinsha's 70 years of time, and is jointly created by Li Weidong, chief engineer of Jinsha Liquor, and Lu Yunhuai, former chief engineer of Moutai, two Chinese liquor brewers, to pay tribute to outstanding consumers with more extreme quality and create a new choice for high-end wine.
Culturally, the Abstract Master Edition has also been upgraded. In terms of bottle type, the abstract classic book bottle continues to be strengthened, the symbol of "reading classics, wine and drinking summary" is continuously strengthened, and the combination of text basic unit graphics in the book has a stronger cultural attribute, and the delicate texture of the front and back enhances the delicacy of this product.
In addition, in terms of appearance, the abstract master version has also been upgraded from the connotation. The combination of white, blue and gold adds a gentlemanly elegance, which makes people shine. The closure at the cap is in the form of an imitation wax seal, which represents the age, and the gold liquor slowly falls, implying the higher level of wine quality of the master's edition.
The release of the craftsman summary wine not only improves the product matrix of the summary wine brand, but also makes the summary wine brand achieve layout in both high-end and ultra-high-end fields; it further improves the product structure of Jinsha Wine, and promotes Jinsha Wine to take the lead in seizing the pricing height of high-end sauce wine in the future.
Kuisheng Zhenxi, the new leader of the fragrance high-end matrix
At the beginning of June 2021, the newly listed Kuisheng No. Tsuru Xi struck the banner of "Beijing Taste", which is a major upgrade of the "Beijing flavor" that NiulanShan has been advocating, and it is also an important part of the latter.
As the leading force of Chinese folk liquor and the representative brand of Jingpai Qingxiang, Niulanshan, which has achieved wide market recognition and brand recognition, deserves to be among the large brands of fragrant liquor. The high-end strategic items created by this brand at present have also become the leading force in the revival of fragrance.
In this regard, the appearance of the Kuisheng Andu seal is timely and of great significance.
With its rich and elegant aroma, good sense of nature, as well as sweet, mellow, plump and unique drinking experience, as well as the unique Shang zhou bronze shape design, Kuisheng Bottle Seal has achieved excellent results in the sales of thousands of boxes per month in the Beijing market, and on this basis, it has led to a substantial increase in the sales of sub-high-end Kuisheng products.
Through the successful operation of the thousand-yuan large single product, Niulan Mountain has opened up the value link point of the two tracks of folk wine and famous wine, and the bottle seal has also become one of the most strategically valuable new products in China's wine industry in 2021. With the successful operation of the Kuisheng series of products, the upgrading of the product matrix of Niulan Mountain has also stepped onto a new level.
Black cap occupies the new tower base, the "hero of the world" in the era of rations and light bottles of wine quality consumption
On October 15, 2021, Luzhou Laojiao Big Light Bottle Strategic Interpretation and Core Large Single Product Investment Association was held in Tianjin, and guests from industries, enterprises, media, channels and consumption fields witnessed the listing of the "National Ration Wine" black cover.
As a core single product carrying the strategic mission of the big light bottle, the black cover relies on the brand influence and winemaking capacity advantages of luzhou old cellar to cut into the golden track of 100 billion light bottle wine, opening the era of quality consumption of ration light bottle wine.
With a strong mission to promote the high-quality leapfrog development of China's liquor industry, Black Cover came into being in the wave of the times of category innovation and quality leadership. The full appearance of the black cap, the official price of 98 yuan, undoubtedly knocked on the door of the public light bottle wine butterfly change.
The birth of "Black Cap" has experienced a 405-day product research and development cycle; 7 core departments have worked hard together, 12 special R&D meetings, dozens of bottle type proofing tests; 12 key cities, 1,200 offline consumer taste tests, 18,600 online consumers free drink tests...
In the official definition of Luzhou Laojiao, "black cover" is the tower base product of the pyramid brand structure, and it is also the core product that undertakes the company's large light bottle strategy, which will help Luzhou Laojiao accurately card the 100 billion light bottle wine market as a leader, and then comprehensively consolidate the brand strategy base.
Relying on the national brand influence and national winemaking capacity of Luzhou Laojiao, and the strong convergence of the high-quality development of liquor, the black cover will surely drive and boost the revitalization and development of light bottle wine.
Priced at 108 yuan, Jin Gai will lead Jiang Xiaobai for the next decade with the third generation of wine
On September 28, 2021, at a wine appraisal conference with the theme of "Pure Taste and Fragrance, New Upgrade", Jiang Xiaobai's 10th Anniversary Special Edition (JinGai) was grandly unveiled.
From the original "Southern Fragrance" to today's "Original Taste Brewing", Jiang Xiaobai, who was born ten years ago, has been upgraded to the third generation of brewing technology. Behind the listing of this sincere new work is the original grain and old wine accumulated by Jiang Xiaobai in the past decade, as well as the uninterrupted technological upgrading and industrial chain construction.
Tao Shiquan said that Jiang Xiaobai's golden cover is a new product created after ten years of hard work, condensing Jiang Xiaobai's painstaking efforts and accumulation in the past ten years.
Before the "Golden Gai", Jiang Xiaobai's brewing method had experienced the traditional Sichuan method Xiaoqu Qingxiang brewing process before 2015, the "simple brewing method" from 2016 to 2019, and the third generation of "Jingai" was a newly upgraded "Original Taste Brewing Method".
Compared with the simple purity of the first generation of wine and the smooth and sweet of the second generation of wine, the third generation of wine produces a more mellow, sweet and coordinated "pure flavor clear liquor". In the "simple" extension of the taste more in line with the aesthetics of modern consumers.
The gold cap is priced at 108 yuan, and the bottle is printed with the words "pure as manna, sweet and fragrant". The relevant person in charge of Jiang Xiaobai once said, "The quality and mouth of Jingai have felt the high recognition of many blind users, but we do not want so much 'brand premium', we want to do the national high-quality rations and wine, and do the absolute leading quality-price ratio." ”
This time, the launch of "Golden Cover" is not only an upgrade of Jiang Xiaobai's liquor body, but also an upgrade of Jiang Xiaobai's product structure. In the past ten years, Jiang Xiaobai's product system has been composed of Jiang Xiaobai, three-five best friends, three people drinking, etc., and also launched a fruit-flavored sorghum wine "Fruit Cube". Nowadays, with the continuous upgrading of consumers' purchasing power, it is also reasonable for Jiang Xiaobai to launch the "golden cover" in a timely manner.
Source | Sugar & Wine Newsletter (ID:tjkx99)