488 A bottle of rice-flavored liquor, what exactly is on the body?
As one of the four basic aromatic liquors in China, rice-flavored liquor seems to have always been a low-key presence compared with the sauce, aroma and fragrance. But being low-key doesn't mean "inaction" and "worthlessness." In fact, the industry's attention and support for rice-flavored liquor continues to rise, and the potential value of rice-flavored liquor is constantly being tapped; many main rice-flavored liquor industries are gathering energy, accumulating thick and thin, trying to break through the bottleneck of low-end and low-cost traditional rice-flavored liquor and achieve new value growth points.
In June this year, the launching meeting of the revision of the national standard of rice-flavored liquor was held in Guilin. More than a dozen enterprises, testing institutions, scientific research institutions and units from Guangxi, Beijing, Guangdong, Fujian, Jiangxi, Yunnan, Sichuan, Tianjin and other provinces, autonomous regions and municipalities have participated in the revision of the national standards for rice-flavored liquor. The revised and perfect national standard of "Liquor Quality Requirements Part 3: Rice-flavored Liquor" will meet the needs of technical standards in the field of rice-flavored liquor, provide important technical support for the development of the rice-flavored liquor industry, and lead the sustained and healthy development of the industry.
Guangxi is the core production area of rice-flavored liquor, and also the main consumer market of rice-flavored liquor, Tianlongquan, Guilin Sanhua, Xiangshan, etc. have jointly built the main rice-flavored liquor consumption market in Guangxi. In September this year, Tianlongquan Liquor launched the sub-high-end boxed liquor - Tianlongquan Vintage Taozang 9, trying to break into the sub-high-end market, break through the bottleneck of the long-term weakening of the overall image of rice-flavored liquor and the dwarfing of product value, and make up for the market gap of sub-high-end rice-flavored liquor.
Can this "intruder" from Tianlongquan break through smoothly and successfully enter the game? Can you carry the banner of revitalization of rice-flavored liquor? Where is its value support point?
01
Interpret the brand with quality, and achieve the high-end work of rice-flavored liquor
On September 17th, Guangxi Winemaking Association, Guangxi Liquor Industry Association and Guangxi Tianlongquan Liquor Co., Ltd. jointly held the "Vintage Pottery Collection Honey Yellowish - Tianlongquan Vintage Pottery 9 Listing Conference" in Nanning, Guangxi. At the press conference, leaders of the China Liquor Industry Association, liquor experts and distributor representatives and other people inside and outside the industry jointly witnessed the release of Tianlongquan Vintage Taozang 9.
Rose gold Tianlongquan Vintage Pottery 9 appearance is simple and natural, the bottle body is the combination of ancient black pottery and hourglass, representing the concept of vintage and pottery; several rounds of bottle pattern is the combination of the spiral pattern of the handmade pottery vase and the ring of the year, symbolizing the imprint of ingenuity and time; the outer box packaging is like a book, implying that "the book has its own golden house", and the Tianlongquan vintage pottery is "the book has its own gold liquid", and the quality, health and good drink that consumers want are all in it.
It is understood that the Tianlongquan Vintage Pottery Collection 9 released this time has three major highlights:
Tao Tan Hides Good Wine: Tianlongquan Vintage Tao Zang 9 has innovated categories, strictly selected Tianlongquan Nine-Year Rice Aroma High-quality Original Wine and Moutai Town Nine-Year Sauce Aroma High-quality Original Wine, fused into a unique rice sauce compound fragrance, with the real year full of pottery altar storage to enhance the quality of original wine, in the most simple way to empower the wine.
Rice sauce mixed wine: after 550 days of ingenuity, 9 rounds of rigorous screening, 38 samples of repeated design and optimization, a total of 579 people to evaluate and test, the achievement of 88%: 12% of the golden rice sauce ratio, rice sauce compound, unique style.
Good wine adds connotation: The wine body contains 4 kinds of medicinal and food dual-use herbal extracts (ginseng, mulberry leaves, buckwheat, monk fruit) active ingredients, which together give the wine a healthy connotation. At present, people pay more and more attention to health, and there are higher requirements for the health attributes of the product itself, and the active ingredients of herbal essences contained in tianlongquan vintage pottery 9 wine body meet the consumption trend.
It is worth noting that the unique flavor of Tianlongquan wine stems from the original "519" brewing process that combines tradition and innovation. 5 strains of bacteria - the use of 5 core patented strains for collaborative fermentation; 1 kind of raw material - brewed with whole selenium-rich rice, and through two processes to remove impurities, three cleaning and constant temperature soaking; 9 heavy fermentation - through the intelligent semi-solid winemaking process, in the unit of days, fit the optimal curve of microbial growth for temperature control and humidity control (not affected by the season), after 9 days of heavy fermentation, accurate control of the optimal proportion of the original wine 8 types of flavor substances ingredients.
02
Pricing 488! Take the lead in the sub-high-end track
Different from the other three major liquor aroma types, there are leading brands, such as Maotai for the sauce type, Wuliangye for the strong flavor type, and Fenjiu for the fragrance type. It is precisely because of the long-term lack of representative leading brands of rice-flavored liquor, resulting in low-end, low-end and low-cost is people's solidified cognition of rice-flavored liquor, which is one of the reasons why there has been a gap in the secondary high-end market.
With the upgrading of consumption, consumers are becoming more and more receptive to higher price points, higher quality boxed wines or light bottles. In the past, 10 to 30 yuan / bottle of rice-flavored light bottle wine was the mainstream of the industry, and the new price band after the current upgrade is 30 to 60 yuan. The sub-high-end liquor market continues to expand and the brand concentration is low, Tianlongquan Vintage Taozang 9 took the lead in launching rice-flavored boxed liquor to occupy the sub-high-end price band in advance, conforming to the consumption trend and great development potential.
03
Standing at the outlet of revitalizing cinnamon wine, backed by the powerful resources of Jinpai
It is reported that Guangxi Tianlongquan Liquor is a subsidiary of Jinpai Group investing in the construction of factories in Guangxi, which is the expansion of Jinpai Group to rice-flavored liquor. After 13 years of steady development, Tianlongquan Wine has now become one of the representatives of rice wine enterprises in Guangxi. Tianlongquan Company is located in Luocheng Mulao Autonomous County, Hechi City, Guangxi Province, located in the "Ninety Thousand Mountains" area with excellent natural environment, with excellent winemaking conditions of good mountains, good water and good grain. At present, the company is carrying out "overall planning and step-by-step implementation" according to the annual production scale of 20,000 tons, with a total investment of 120 million yuan and advanced technology and equipment.
In recent years, the government of Guangxi Zhuang Autonomous Region has made important instructions and arrangements to fully promote the transformation and upgrading of cinnamon and accelerate the high-quality development of the cinnamon industry. With the help of this shareholder wind and the support of Jinpai, Tianlongquan played the market with a light bottle of wine in the early stage and did a good job in strategic positioning; in the middle and late stage, it carried out transformation and upgrading, entered the sub-high-end market to open up a new track, and steadily advanced in accordance with the strategic plan.
Guangxi is the core area for drinking rice-flavored liquor, and as an "indigenous" brand in Guangxi, Tianlongquan has natural advantages and a solid consumer base in Guangxi. It is understood that the preliminary strategic layout of Tianlongquan Vintage Taozang 9 will be based in Guangxi and march into Guangdong. The micro-wine reporter learned that the initial strategy will be carried out in accordance with the two aspects of "going up" and "going out": not only to "go up" - the quality of rice-flavored liquor products; at the same time, to "go out" - products and brands out of Guangxi. Tianlongquan Vintage Taozang 9 strives to move towards the goal of being a regional rice-flavored liquor brand leader, and strives to establish a value benchmark for rice-flavored liquor in the industry and consumption field.
04
Rice-flavored liquor is no longer "silent", and Tianlongquan opens a "new era of rice fragrance"
According to industry experts, rice-flavored liquor has great potential for development in the future.
First of all, the characteristics of rice-flavored liquor are more in line with the international taste, and the Korean shochu and Japanese sake that are currently popular around the world are made of rice as raw materials, as an ancient Chinese liquor, and rice-flavored liquor has more international advantages than other aromatic liquors in this regard.
The second is people's pursuit of health. More and more consumers pay attention to the health and flavor of drinking, rice-flavored liquor is a wine brewed with rice as raw material, which contains fewer impurities, and is more in line with the consumption needs and consumption trends of modern people pursuing a healthy life. Tianlongquan uses rice as a raw material, which is also one of its core competitiveness.
Finally, it is not difficult to foresee that Tianlongquan Vintage Taozang 9, as an upgrade of Tianlongquan Wine's product and brand transformation, is also a strategic product with deep expectations placed on Tianlongquan Wine during the "14th Five-Year Plan" period, which marks that Tianlongquan will enter a new track.
As the forerunner of the revitalization of rice-flavored liquor, Tianlongquan believes that it will take the lead in opening a new era of high-quality rice-flavored liquor development.