Luzhou Old Cellar, which can tell stories: cultural science popularization network variety show "Heirloom" "detonated" the whole network!

For 6 consecutive days of reporting, launching 6 issues of high-quality videos, and simultaneous publicity at home and abroad, from January 5 to 10, the network variety show "Heirloom" produced by the Sichuan International Communication Center was broadcast continuously on the whole network, as a cultural science network variety show focusing on the wisdom of Chinese life and the philosophy of life, the first season of "Chuanjia" took "Sichuan Wine" as the protagonist and walked into the well-known brand of Chinese liquor - Luzhou Laojiao.

This group of network variety creative products is also a new attempt by the Sichuan International Communication Center and Luzhou Laojiao to help Sichuan liquor "go to sea", perceiving, telling and promoting Sichuan liquor culture from different perspectives in China and the West, and the spread of the whole network exceeds 60 million, constantly setting off a climax of communication.

Aiming at young consumer groups at home and abroad

Let the "Sichuan character number" resound around the world

Last year, Sichuan Province issued the "Sichuan Liquor Industry Revitalization Work Promotion Plan", which clearly proposed to continue to promote the "new generation of liquor strategy" for young consumer groups. Sichuan wine has long been famous, "out of the circle" has long been no problem, if you want to capture the hearts of young consumer groups at home and abroad, the key is "out of the new" and "out of the sea".

In fact, from Sichuan to the world, many "Sichuan brand" brands have been bright. The joint production of the "Heirloom" series by the Sichuan International Communication Center is a pragmatic move by Luzhou Laojiao to actively promote the transformation and upgrading of Sichuan's liquor industry, stimulate the innovative development ideas of famous wine enterprises, and enter the young consumer group.

"Internationalization" and "rejuvenation" are the two keywords of the "Heirloom" series. The "Heirloom" series adopts the most popular variety show form for young people at home and abroad, showing that in this "24th generation incense hunting journey", the two liquor experience officers have solved the "code" behind the "drop of water" to "a glass of wine" by completing one task after another.

In the program, the two cultural experience officers not only transformed into white coat experimenters, but also learned about the "magic" of the cellar mud. They also compete with each other, vividly showing the process of bartending. Such a relaxed and lively way of telling has also attracted many netizens at home and abroad to like, who have said, "As a young person, liquor culture is more interesting than I imagined."

Adhere to the integrity of innovation

Introduce Sichuan culture to the world

From the story of a city and wine to more than 440 years of continuous heritage, the Heirloom series is about more than just wine.

In order to enhance international communication capabilities and tell Chinese stories well, the "Heirloom" series launched by Sichuan International Communication Center and Luzhou Laojiao aims to introduce Chinese culture, Chinese craftsmanship and Chinese ingenuity to the world with Sichuan liquor as the carrier.

The "Heirloom" series covers 5 issues of themes such as history, water source, cellar pond, master and apprentice and winemaking, and specially invites overseas communication officers from France, the hometown of red wine, and bilingual anchors of Sichuan International Communication Center to enter Luzhou together to gain an in-depth understanding of the historical background, ingenuity and generational inheritance road behind Sichuan liquor through field visits, labor experience, "worship of teachers" and other links.

Feeling the customs of "receiving wind wine", "crossing" back to ancient times to learn wine tasting etiquette, strolling along the Tuojiang River in search of a touch of purity, the "Heirloom" series of programs with the liquor journey of the two cultural experience officials as the main line, three-dimensional display of Sichuan's urban construction, economic development, cultural heritage, humanistic customs, etc., to introduce Sichuan's cultural business card to the world.

It is worth mentioning that after the "Heirloom" series was broadcast on the official website of Sichuan International Communication Center and overseas media matrix, its innovative narrative techniques and novel forms of expression made the Sichuan story enter the hearts of many overseas audiences.

It is understood that as one of the leading enterprises of Chinese liquor, in recent years, Luzhou Laojiao has successively appeared on the international stage such as the World Cup and the Australian Open, opening a window to the world to understand Chinese liquor culture.

Source: Sichuan International Communication Center