Rational drinking also requires multi-channel efforts

□ Jia Taowen

This year, the 2021 National Rational Drinking Publicity Week with the theme of "Rational Civilization and Refusal to Drink and Drive" sponsored by the China Liquor Industry Association has spread more than 350 million people since its official launch on December 3, causing strong repercussions in the whole society and the whole industry, and also allowing the concept of rational and healthy drinking to enter thousands of households and into the hearts of consumers.

Since ancient times, wine has carried the essence of traditional culture and is also an important component of human social life. With the substantial improvement of living standards, drinking has gradually changed from the initial luxury consumption to daily habitual consumption. The author believes that under the consumption trend of "wine life", the dissemination of rational and healthy drinking culture should allow consumers not only to experience the flavor and quality of wine in drinking, but also to get more sense of experience and participation in drinking, and even a sense of ritual from traditional culture.

First, the "wine ceremony" should be disseminated through multiple communication channels in the form of cross-border integration or cultural and product implantation. I believe that many viewers have learned about Dong'e Ejiao through "The Biography of Zhen Huan", learned about jianzhan and tea ordering skills through "Know It or Not", and seen the classical beauty of intangible cultural heritage such as yunjin, silk, and grass flowers through "Yanxi Raiders".

The author believes that with the prevalence of the national tide culture, a series of new cultural forms such as Hanfu, hot drama, and script killing continue to emerge, which can become the carrier of spreading wine culture. Wearing Hanfu and learning ancient rituals, you can experience the ancient rituals of "tasting", "offering", "酢" and "醻" in "Xiaoya". Through TV dramas, you can intuitively display the beauty and etiquette culture of court banquets, literati banquets, and ancient banquets. The drinking culture can be integrated into the plot of the script killing, so that young people can experience the crisis and suspense behind "a glass of wine".

Second, efforts should be made to build an omni-channel wine culture cultivation system to spread the "wine channel". In this regard, we can fully learn from the spread of the tea ceremony. Let people know, experience, and integrate into a glass of wine on the basis of feeling beauty, feeling etiquette, feeling taste, and feeling nature, and elevate the "way of wine" to the "way of people".

As we all know, Chinese liquor has twelve major aroma types, each of which integrates the local water and soil and the ingenuity of craftsmen, and under the joint action of time and nature, many aromas of Chinese wine have been achieved. Once drunk, the oral taste buds do not feel the thick mellow aroma, only will bring the stimulation of the throat, the aroma of the wine disappears in one swallow and one swallow. This practice is simply no different from "violent objects".

The author suggests that the industry and enterprises should give full play to their own advantages, take the sommelier training content as the basis, online multimedia communication and offline stores to work together to enrich consumers' wine tasting knowledge, through the organization of wine tasting experience meetings, wine tasting knowledge lectures and other activities, so that consumers can learn how to pull the wine line, how to watch the hops, how to feel the "thick sauce and alcohol" wine rhyme. Cultivate consumers to know and understand wine, spread the correct wine drinking culture, and establish a rational drinking atmosphere of "those who can drink are not as good as those who drink well".

Third, use short videos as a window to expose the phenomenon of uncivilized drinking and let uncivilized drinkers "know ugliness". The public welfare theme micro-film "Choice" released this year's publicity week takes rational civilization and refusal to drink driving as the theme, calling on the majority of alcohol consumers and the whole society to advocate the elimination of drunk driving and safe and civilized travel, which is a practice worth learning from and promoting.

This year coincides with the tenth anniversary of "drunk driving in prison", which can learn from the form of some traffic programs to broadcast various accident scenes of drunk and drunk driving through short videos, so that consumers can keep the alarm bells ringing and have a sense of crisis.

The author hopes that in advocating a healthy and rational drinking culture, the industry and enterprises should also disperse their efforts from multiple angles, multimedia and channels, so as to make the healthy drinking atmosphere in the new era reborn on the fertile soil of traditional wine culture. Don't let the wine culture be trapped in the liquor bureau, trapped in the "one mouthful".