Text / Hong Min
Near the Spring Festival, the hottest topic in the liquor industry is "zodiac wine", if you add a qualifier "famous wine", it is doubly valuable. The popularity of zodiac wine is rising steadily, and the logic behind the exploration is precisely because the zodiac wine integrates the traditional Chinese zodiac culture, the five elements culture, calligraphy and painting art and other cultural elements, giving the zodiac wine cultural appreciation, high-level friends tasting, investment and collection value characteristics. To meet consumers' pursuit of zodiac culture, artistic connotation and a better life, it has become a new category at the phenomenon level.
A few days ago, the alcoholic liquor, the internal ginseng liquor, the ugly ox year zodiac wine with its own "golden light" shining debut, set off a wave of rush to buy.
Cultural empowerment is the key to maintaining the full competitiveness of alcoholic liquor, this personality is also imprinted into all aspects of the brand, becoming an important window for consumers to recognize alcoholic liquor, and the release of the commemorative wine of the Year of the Ox, to a certain extent, has also become another strong evidence of the value jump of alcoholic liquor from "alcoholic culture" to "cultural alcoholic".
Alcoholic liquor, inner ginseng liquor spicy ugly ox year zodiac wine:
The top cultural and creative piece behind the alcoholic's wine
In this round of the hot track of the zodiac wine category, from the head brand to the output of regional leading brands, the zodiac wine has always maintained three outstanding characteristics: unique design language, product personality and logo integration, and the powerful output of brand culture.
As the "finale" of the year of the alcoholic's wine, the alcoholic's wine and the internal ginseng wine are very "sophisticated" in the expression of design language and cultural value, and it uses a highly recognizable presentation method to show the unique charm of the product for consumers, and also conveys the proud temperament of the cultural drunkard.
The packaging of the 2 kinds of Xin ugly ox zodiac wine is based on the creation and design of Huang Yongyu, which integrates the traditional Chinese zodiac culture and folk culture, and has high collection value and artistic value, among which the inner ginseng ox zodiac wine adopts the golden frame "internal reference" festive red label, auspicious cloud relief, frosted gold bottle, golden longevity lock and galloping cow, reflecting the home country Hengchang.
From the design concept to the connotation presentation, the internal ginseng wine Xin Ugly Cow Year Zodiac Wine will fully integrate the thick history and mysterious culture of the Xiangxi civilization, on the basis of the traditional 523 brewing process, the Internal Ginseng Zodiac wine body is selected from the scarce small batch hook, adding unique charm and style to the Zodiac wine, from the inside to the outside to highlight the creation value.
The appearance of the alcoholic liquor is ugly and ugly, and the appearance of the zodiac wine adopts a rare golden sack bottle, which uses a 54-degree classic wine body to match, showing high-end tonality. In addition, the zodiac wine also relies on the traditional paper-cutting skills of the old folk artists of Xiangxi Folk Heritage, and skillfully integrates the image of the cow with the alcoholic wine with six paper cuts, with high-end golden wine bottles, which has a unique collection value. These lifelike works were born from the hands of Zhang Wen, a member of the Chinese Folk Writers Association and the inheritor of the intangible Cultural Heritage Qianyang paper-cutting.
In the view of sugar and wine express, the overall shape of the alcoholic wine and the internal ginseng wine of the ugly ox year zodiac wine is itself a kind of cultural value transmission and aesthetic experience, reflecting the artistic realm of "elegant from the vulgar, beautiful and hidden in the mortal", as another classic design of the alcoholic wine, the zodiac wine also vividly interprets the creative philosophy and artistic values of Master Huang Yongyu's "Ya Ji Da False, Vulgar Virtue".
All along, the liquor will be "cultural attributes" as an important part of the competition for the high-end liquor market, whether it is liquor or its high-end brand internal reference, is because of its inheritance and continuation of the deep cultural heritage of Xiangxi, especially the unique charm given to the brand by the wind land, so that the brand story and cultural transmission has an innate advantage.
Alcoholic liquor is also relying on the zodiac culture to complete further IP expression, this efficient allocation of resources and wonderful interpretation, so that its own cultural value continues to be full, which is naturally also a key part of the strategy of liquor to high-end.
Zodiac wine accelerates
Alcoholics lock in new growth poles
In 2014, Moutai first launched the Year of the Horse Zodiac Commemorative Wine, and many companies have followed suit, creating a boom in birthright wine, which has become a must-do action for enterprises every year. But as early as 2008, the Alcoholics Liquor and Master Huang Yongyu launched the Dongzang Zodiac Rat Year Commemorative Wine, which became a benchmark product in the collection industry, and its value was not cheap.
At the beginning of 2021, the alcoholic liquor launched the Year of the Rat Zodiac Wine, which was sold out on the line, the order far exceeded expectations, coupled with the policy of limited sales has been adopted, which has brought huge value-added space to the Internal Ginseng Wine Year of the Ox Zodiac Commemorative Wine.
All along, the alcoholic liquor has placed its own culture and inheritance concept in the customs and customs, and through continuous interaction with other carriers, it has discovered and transmitted the brand personality. In 2021, drunkard liquor continues to innovate the way of brand culture empowerment, from the joint launch of the "Drunken Xiangxi Landscape Humanistic Photography Exhibition" with China National Geographic Magazine and the Hunan Provincial Museum, to the joint launch of the "Drunken Series" tour exhibition with China National Geographic Magazine, to the exclusive title sponsorship and deep participation in China's first World Heritage interactive documentary column "Ten Thousand Miles Walking Single Ride", to the signing of the Li Kejian Painting Institute, the charm value and perception of the liquor brand have been continuously strengthened under the impetus of the wings of culture.
The geographical location and cultural inheritance of the drunkard liquor in the western Xiangxi Province, which it undertakes, is the comprehensive value space with the chishui river basin sauce liquor expression system with Guizhou Moutai Town as the "traceability", the strong liquor expression system dominated by Sichuan liquor and the fenyang liquor expression system, which is the most landmark significance and the classification of the fragrance.
That is to say, in the future, liquor will be continuously released in the continuous upgrading and interpretation of culture and aesthetics, and firmly lock the brand's industry position in the high-end liquor matrix.
When we look back at the product matrix of alcoholic liquor, the two "Year of the Ox Zodiac Commemorative Wine" launched this time show the cultural and aesthetic value of the "Alcoholic" brand from many aspects such as product design, cultural performance, and quality upgrade, and highlight the cultural characteristics in its high-end liquor matrix.
The release of these two commemorative wines of the Year of the Ox is another representative case of drunkard liquor deeply cultivating the cultural field and carrying forward the thick history of Xiangxi, which is full of cultural texture, which not only enhances the high-end tonality, but also further strengthens the brand imprint and reputation in the circle.
Source | Sugar & Wine Newsletter (ID:tjkx99)