Alcohol products are combined with cultural activities to derive commemorative customized products, which have a long history in Chinese culture, and are called "various peripherals" in modern fashionable terms. A meaningful event or event, in addition to leaving written reports and records, images and photos of the scene, should also be reflected in commemorative supplies. Wine and wine utensils are certainly up to the task.
Culturally derived wine through history
As early as the Western Zhou Dynasty, bronzes have both wine vessels and commemorative significance, and the inscriptions on them have become a powerful evidence of historical records, which may be the earliest derivative of wine culture. China was the first country in the world to invent writing instruments and paper, and in the vast history of the river, the calligraphy masterpiece "Orchid Pavilion Preface", the Kuangshi painting "Han Xizai's Night Feast", and many cultural masterpieces such as inscriptions are inextricably linked to wine.
The earliest archaeological relics with the word "China" appeared in the Western Zhou Dynasty
Modern society, along with the progress of human society and culture, information records have long been "evolved" from engraving, calligraphy and painting to the digital age, and the cultural derivative expression of wine + activities/projects has not been left outdated, but at present, with new carriers and technologies, it is more youthful, bringing more surprises and enjoyment to the organizers, participants and cultural lovers of various theme activities.
Video programs are the main means for people to obtain information today, and they are also an important form of enriching people's lives. The drinking scenes in film and television works are often important scenes that portray the hearts and personalities of the characters, and many classic bridges have also achieved stars, film and television works and wine. For example, French champagne, martinis, Scotch whisky, vodka in "007"; Bordeaux wine in "Life with a Glass of Wine"; Italian cocktail in "The Godfather"; Moutai wine in "Wolf Warrior 2" are even integrated with the character image.
In addition to the characters and stories, many scenes in the cultural field have created opportunities for the introduction of wine products, and the collection and cultural connotation of wine products have also produced irreplaceable functions. Creating a wine for a rare cultural feast as a souvenir is the unique ingenuity of many event organizers, and if specific cultural elements can be integrated into the content (wine quality) and form (packaging), it will make the fans more memorable and immersive.
The early cultural derivative wine in China is mainly the manufacturer's simple circulation products for a certain activity to make customized models, mainly in the form of replacing wine labels, such as Maotai, Wuliangye, liquor and other famous distilleries have launched customized limited edition products for major state events such as the return of Hong Kong in 1997 and the 2008 Beijing Olympic Games. Its main characteristics are presented in traditional elements such as wine labels. This simplified version of the cultural derivative wine relies on the inherent value of famous wines, carries the brand gene with additional event influence, and often uses the form of limited edition to enhance the value of the product, which can be described as the recorder and product of the times. In the eyes of today's wine collectors, there is more behind the story.
Summer Palace x bamboo leaf green joint IP mountain sea evergreen painting volume
Since entering the 21st century, while the domestic society and cultural life have been unprecedentedly prosperous in the economy, they have also ushered in a new climax of development, and the marketing of liquor brands has also entered a new era of digital deepening. The cultural attributes of wine products have been further highlighted, and the combination of wine products and culture has entered a new stage of full integration, getting rid of simple word games such as "XX activity customized wine", and evolving towards a higher and deeper connotation and joint product form that combines functionality, collectibility, interest and knowledge. At the same time, the interaction and symbiosis between famous wine enterprises and traditional culture and knowledge programs are more reflected.
Cultural derivation wine that crosses the screen
As the flag bearer of domestic cultural liquor, liquor has sponsored two consecutive large-scale interactive cultural programs of Zhejiang Satellite TV since 2020, which can be described as a typical sample of liquor joint products. Sponsored by the exclusive title of Alcoholics Liquor, Zhejiang Satellite TV and the China Cultural Relics Society, the large-scale cultural and creative interactive program "Ten Thousand Miles Of Single Rides" grandly created, once launched in 2020, has become the "new favorite" of audiences of different ages in front of the TV. Shan Jixiang, a cultural relics scholar and the sixth president of the Palace Museum, led the team to form a "cloth shoe boy group" with young stars to visit the world cultural heritage sites on the land of China, interpret the value and significance behind the world cultural heritage with vivid and real experience, and trigger a wide range of hot discussions and sensational effects on the topic of cultural relics and cultural heritage protection in the whole society, and the big IP of cultural brands came into being. When the second season is about to start, on August 5 last year, the alcoholic liquor duly launched the alcoholic liquor × and the new product of the World Heritage Joint Wine of "Ten Thousand Miles To Ride Alone" was launched. Only 1 hour after the start of the sale, it achieved a surprising record of sales exceeding 20 million. The super high heat makes the drunkard liquor become the focus again and explodes out of the circle. The cyclicality of the cultural brand of "Ten Thousand Miles of Single Riding" has been continued, and it has received new amplification blessings. Behind it, the enthusiastic expectations of the audience are an important reason for the hot sales of cultural and creative products.
The drunkard × the scene of the joint product release ceremony of "Ten Thousand Miles Of Single Ride"
"Ten Thousand Miles of Single Riding" will be the past tourists' simple way to the scenic spots, cleverly guide the attention and love for the world cultural heritage, and enlarge the value and significance of cultural heritage. Deeply excavating the cultural relics, history and culture behind it, from the personal "endorsement" of the scholar Big V LaoDan to the "Ten Thousand Miles Walking Single Ride" IP endorsement of the world cultural heritage - this world cultural project, which enhances the value connotation of Chinese landscape cultural relics and expands the height and perspective of Chinese civilization. The ideas of culture will eventually land on the ground in real artifacts and practices. At the same time, the LIQUOR IP has been injected into the genes and labels of the guardians of the world cultural heritage on the basis of the original "Chinese cultural liquor representative", which has been effectively enriched and deepened. The mature style and cultural style of Chinese liquor have always been impressive. In this cultural and creative program, the wisdom and stability of the old single is more prominent under the background of young stars, and the prop symbol meaning of the alcoholic liquor is more strengthened by the elderly and the wise; the cultural attributes of liquor are also reflected in a strong sense of ceremony and natural affinity, and the interactive scenes such as worship, drinking, and treasure hunting that appear many times in the program make the cultural wine close to the marketing, and the scene and intention positioning are accurately highlighted, natural and smooth, and in one go. The last episode of the first season, Hunan Xiangxi Laosicheng is the concentrated embodiment of the extension of wine culture and the stroke of God: Lao Shan led the "walking shoe boy group" to appreciate the unique culture of "border city" Xiangxi, traced back to the 800-year-old toast system and civilization heritage, and exerted the tension of the alcoholic wine culture produced in xiangxi to the fullest, leaving a deep impression on the audience.
The alcoholic liquor × the world heritage joint wine of "Ten Thousand Miles To Ride"
In addition to the commemorative significance and scarcity of the product itself, the sales model of the World Heritage Joint Wine of "Ten Thousand Miles Of a Single Ride" is also very different from the past. Multi-platform live streaming with goods, limited time, limited quantity advantages have become a weapon. Alcoholic liquor was launched in a limited number of synchronous and limited editions on the five major platforms of JD.com, Tmall, Suning Tesco, Jiuxian.com, and Douyin, and introduced new forms such as online celebrity live streaming with goods, which made fans feel refreshed, and finally created a sales miracle of "20 million in 1 hour".
In fact, in the traditional culture has increasingly become a hot spot of concern to the Chinese people, in recent years, many liquor companies have focused on the knowledge, cultural and bo interactive programs, trying to bring knowledge and cultural tourism enjoyment to consumers at the same time, implanting and creating the image cognition of their own traditional cultural inheritors, and achieved good results. In addition to the drunkard liquor in the above example, Shuijingfang joined hands with "National Preservation", Wuliangye joined hands with "Shangxin, Forbidden City" and "Forbidden City", Zhuyeqing devoted to the Summer Palace cultural tourism, and Jian Nanchun made Sanxingdui joint wine.
Shuijingfang Collection and National Treasure Joint Edition
For example, "National Treasure" is a cultural exploration program produced by CCTV and CCTV Records International Media Co., Ltd., which began to be broadcast continuously on CCTV Variety Channel in 2017, and has now been broadcast to the third season, and "National Treasure Exhibition Season" was added from the second half of last year. The program focuses on cooperation with national key museums to dig deeper in the field of culture and museums. In the first quarter, there is a museum in each episode, and each museum recommends 3 treasures of the town hall and submits them to the public for selection. Each treasure has its own star "Guardian of National Treasures", who tell the past and present lives of the "great powers" and interpret the genetic code of Chinese culture. Through visual display and storytelling, we will explore the formation of Chinese civilization and its contribution to the world. On November 6, 2021, Shuijingfang officially announced the launch of the first product of the "National Treasure" series - Shuijingfang Collection of National Treasures (Sanxingdui Commemorative Edition); On November 20th, two ice and snow co-branded products were officially unveiled - Shuijingfang Collection Ice and Snow Edition and Shuijingfang Jingtai Ice and Snow Edition.
Coincidentally, on December 12, 2021, Jian Nanchun also released a joint wine between Jian Nanchun and Sanxingdui Museum - Jian Nanchun Bronze Age. The bottle body of this product adopts the shape of Sanxingdui bronze mask, and the unique bronze glaze color rendering is extremely recognizable. The outer box continues the turquoise design and is made of high-grade leather, with gold plated on the top and bottom of the box; The box also contains two small wine glasses in the shape of a three-dimensional mask, and the gradient color transitions naturally, delicate and elegant.
Jian Nan Chun and Sanxingdui Museum launched Jian Nan Chun Bronze Age
In recent years, Wuliangye has been "fascinated" by the culture of the Forbidden City, and in recent years, it has continuously helped a number of cultural and creative film and television programs in the Forbidden City, and the degree of participation is quite high. The 600th anniversary of the Forbidden City in 2020 coincides with the core product update. Wuliangye through the cooperation of large-scale cultural program "Shangxin, Forbidden City", launched the "eighth generation of Wuliangye," a time full of screens of the "eighth generation" occupied the audience and consumers' vision, Wuliangye also successfully replaced the new, to achieve low-risk product upgrades. At the same time, Wuliangye also jointly launched the 600th anniversary commemorative wine Wuliangye Jiulong Altar with the Forbidden City. The core cultural elements of the product come from the Nine Dragon Wall of the Forbidden City, and its bottle body is made of different shapes of the Nine Dragon Wall, and the dragon pattern is embossed on the surface of the porcelain. The overall appearance is dominated by "imperial yellow", showing its noble and rare characteristics; The bottle cap borrows from the shape of the heirloom jade seal, reflecting the magnificent momentum of traditional Chinese cultural treasures; The tassels on the top of the altar are decorated with the traditional mainland embroidery process "Su embroidery".
Wuliangye and the Forbidden City jointly launched the 600th anniversary commemorative wine Wuliangye Jiulong Altar
Langjiu is also an "enthusiast" of co-branded liquor, and has repeatedly found opportunities in participating in cultural programs. Qinghualang deeply participated in the "Reader" created by Dong Qing, the host of CCTV's famous cultural programs, and formed his own unique brand style and knowledge image. On November 19, 2021, the Qinghualang X Reader Joint Edition was officially launched. This product follows the classic bottle shape of Qinghualang, surrounded by the familiar landscape painting scrolls of the Chinese people, and the landscape and auspicious clouds imply the origin of Chinese culture. Long books, flowers and birds are interwoven and interspersed, and the elements of the books all show the classic works such as "Dream of the Red Chamber", "Chao Hua Xi Shi" and "Lovely China" read aloud in the three seasons of the "Readers" program, implying people's surging emotions, legendary stories of ups and downs, and indelible spiritual strength. In addition, Langjiu has also actively participated in offline activities with many TV and media such as Sina Finance and The Voice of China, and promoted the customization of online wine.
Qinghualang × boao sina finance joint release site
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