Compilation / Yang Wen
In January 2022, a new round of market competition between major wine companies began to be staged, and the strategic ambition of the brand can be seen along the release of new products, and the trajectory of the upward development and good development of China's wine industry can also be seen.
Moutai has issued three heavyweight new products in a row with a full price belt, and the National Cellar 1573 and Pang Maokun have innovated to express the quality and culture of liquor; Tsingtao Beer and Budweiser have launched ultra-high-end new products to lead the beer to a new height; the listing of new products of green wine "real year" has proved the victory of "green wine mode" and "green wine speed"... How their entry will stir up the Chinese liquor market, we will wait and see.
Thousands of calls began to come out
Five models of Moutai zodiac wine in the Year of the Tiger are issued in unison
On January 5, Moutai Liquor Co., Ltd. released four major brands of five commemorative wines for the Year of the Tiger, namely 53% vol 500ml Guizhou Moutai Wine (Year of the Nonyin Tiger), 53% vol 375ml×2 Guizhou Moutai Wine (Year of the Nongyin Tiger), 53% vol 500ml Moutai Prince Wine (Year of the Nonyin Tiger), 53% vol 2.5L Guizhou Daqu (Year of the Nongyin Tiger) and 53% vol 500ml Lai Mao Wine (壬寅
Year of the Tiger), and with quality, brand, temperature and culture, it has become a well-deserved "ballast stone" in the tiger zodiac wine market.
At the scene of the Moutai Renyin Tiger Zodiac Commemorative Wine Conference, many items with tiger elements were exhibited, such as tiger head shoes, tiger painting plates, the word "tiger" written by calligraphers and painters of past generations, and the tiger form depicted. The plump tiger culture fully demonstrates the people's love for the "tiger".
Moutai also attaches great importance to the commemorative wine of the Year of the Tiger Year launched this time. The bottle is tourmaline green, and green is the color of life, symbolizing life and hope, and also implying vitality and prosperity. The packaging adopts the calligraphy works of the famous calligrapher Yan Fuchu and the painting "King's Qi" specially created by the famous painter Meng Xiangshun as the main element, giving the product more artistic taste and appreciation value.
From the Year of the Horse in 2014 to the Year of the Tiger in 2022, nine years of time, deep integration of zodiac culture, for consumers to dedicate poetry and painting wine, art wine. Starting from The Moutai Zodiac Wine, the annual zodiac wine wave has risen, which has become a festival of countless "Mao Powder", and has successfully led the deep combination of liquor culture and Zodiac culture, making Zodiac wine the most important category in the liquor market.
Pang Maokun X National Cellar 1573
Innovative expression of liquor quality and culture
At the end of the year and the beginning of the year, China's high-end liquor brand Luzhou Laojiao Guojiao 1573 and artist Pang Maokun released a joint limited edition wine in Chongqing - 2022 Guojiao 1573 × Pang Maokun "Big Era" Art New Year Wine, jointly promoting the integration of liquor culture and contemporary art, interpreting the cultural connotation and artistic heritage of Chinese liquor in an innovative form, and telling the twin charm of fine wine and art.
Luzhou Laojiao Guojiao 1573 is a standard grade liquor for Chinese liquor appreciation, originating from the "Living Cellar Pond" 1573 National Treasure Cellar Pond Group, which was founded in 1573 AD and has been continuously and uninterruptedly used to the present, and is brewed by hand through the traditional brewing techniques of Luzhou Laojiao Wine, which was selected into the first batch of national intangible cultural heritage list, and is known as "the brewing of living double national treasures".
Inheriting hundreds of years of heritage, Guojiao 1573 has been committed to delivering the timeless Chinese liquor culture to the world.
Pang Maokun is an outstanding representative of China's contemporary art circle, committed to exploring the artistic practice of the localization and nationalization of classical oil painting language in China, adhering to the resonance of art and the times, and enriching the spiritual character of Chinese oil painting while forming a personal artistic language system.
Pang Maokun is good at breaking the rules, and his art world is full of perpetual creativity.
Adhering to the spirit of innovation in inheritance, Guojiao 1573 and Pang Maokun jointly launched the "Big Era" art new spring wine. Zhang Biao, secretary of the party committee and general manager of Luzhou Laojiao Sales Co., Ltd., said at the press conference that it is the spirit of continuous exploration and continuous innovation in various fields such as culture, art and economy that has written a magnificent picture of this era. As the inheritor, witness and pioneer of the same era, the strong fragrance of The National Cellar 1573 and Pang Maokun's profound artistic achievements have been integrated, which has contributed to the listing of the joint wine of "Big Times".
This is a highly creative collaboration, and it is also an innovative expression of Guojiao 1573 to convey Chinese culture and let the world taste China.
The "Tiger Adds Wings" series of products are on the market
Help Li Du wine industry "open the door"
At the beginning of January, Lidu Wine's official launch of the Ruhu Tianyi series of wines covered the three characteristics of "traditional culture, ultra-high quality and product scarcity" at one time, which attracted widespread attention.
Since ancient times, people have also used to use words such as "living dragons and living tigers", "dragons soaring and tiger leaping", "tigers and tigers are alive" to praise the characters and things in life and express the positive and indomitable spiritual outlook of the Chinese nation. In Jiangxi, "tiger culture" is even more prevalent, with a large number of beautiful mountains and rivers named "tiger", 2022 coincides with the "Year of the Water Tiger", which coincides with the "Year of the Water Tiger", and Lidu Wine's launch of the Ruhu Tianyi series of wines at this time is just right.
It is reported that the entire series has a total of five products: Lidu Sorghum 1308 Classic Edition, Lidu Sorghum 1308 Simple Edition, Lidu Sorghum 1955 Double Branch Gift Box, Lidu Sorghum 1975 Double Branch Gift Box, Lidu Sorghum 1955 and 1975 Double Branch Combination.
Lidu Wine integrates tiger culture into the design of tiger wings, combining the mighty and bravery of tigers with the comfort and delicacy of wine, giving a unique cultural meaning.
Not only is the element of hand-painted "tiger" added to the packaging, the color is matched with cloisonné elements representing traditional Chinese culture, and the bottle labels of Lidu Sorghum 1955 and Lidu Sorghum 1975 series products are also replaced with tiger elements, full of rich Chinese style elements, and the details highlight the honor and uniqueness.
The ultra-high-end liquor store has added more guests
Tsingtao Beer's "Legend of the First Century" ultra-high-end new products were launched
On January 9th, Tsingtao Beer's "Legend of the First Generation" ultra-high-end art collection was grandly released in the centennial wine cellar of Tsingtao Beer Centennial Factory.
Being named "Legend" depends precisely on the fact that the "Legend of the First Generation" jumped out of the barrier of traditional beer, integrated the length of several major liquors, and achieved a breakthrough in the flavor richness of beer again; it also broke through the limit of the wine degree and storage time of whole-wheat brewed lager beer; completed the leap from product experience to spiritual enjoyment; inherited the ingenuity of ancient and modern China and foreign countries, Tsingtao Beer in inheritance and innovation, creating an ultra-high-end beer that subverts traditional cognition.
In terms of quality, Tsingtao Beer is a "legendary", with a raw wort concentration of up to 23.9P ° and an alcohol content of ≥ 10.5% vol, which has achieved a mellow taste that was once difficult to achieve in whole wheat brewing, allowing consumers to enjoy the unique taste experience of beer. In addition, it also completely breaks the limit of beer storage time, and the 3-year fresh taste period gives beer a new collection value and artistic charm, thus achieving the legendary name of the product.
2021 is the first year of high-end beer industry, especially after entering the era of stock competition, many brewers are emphasizing high-end; this "legend of the first life" launched by Tsingtao Beer has broken through the limits of traditional beer wine, flavor and storage time through continuous polishing of skills, setting a benchmark for the high-end of the industry.
Heart leisure brand renewal listing
The new products of the "Mood Series" were launched
On January 10th, the new product launch of the sauce wine brand "Heart Leisurely" under Xiaomuxian Xian Liquor (Group) was held at the West Lake State Guesthouse in Hangzhou. Heart LeisureLy high-end products - "Heart Leisurely Mood Series" and "National Porcelain Series" debuted for the first time.
At the meeting, Xin Youran also vividly explained the integration of oriental taste and the trend of the times to the guests with a new brand image, culture and concept.
The "Mood Series" released on the spot, Jianxin is based on ten-year-old wine, and Jianjing is based on eight-year-old wine, under the blessing of the exquisite skills of national winemaking masters, it highlights the leisurely and smooth taste of the heart, the wine body is soft, delicate and mellow, luscious and smooth, which is the product of three soft and three smooth.
As the creator of high-end soft sauce wine, Xin Leisurely is determined to change the characteristics of traditional sauce wine "strong", and always features "pure and supple, long aftertaste, and no head", forming a good reputation.
It is reported that the appearance of the "Mood Series" product is personally operated by Mr. Zhang Chaoyang, the winner of the German Red Dot Design Award, and the bone high-gloss porcelain is selected by the National Porcelain Red Official Kiln as the carcass, and it is carefully carved by the kiln process that has been inherited for a hundred years, and its glaze color is lustrous and smooth, the texture is warm and delicate, and it is caressed like fat like jade, the shape and the god blend, and the oriental style is blooming.
Budweiser launches ultra-high-end new products
Take beer to new heights
In mid-January, AB InBev, the world's largest beer producer, launched the Budweiser Masters Legendary Tiger Age Edition. This amber lager gift box is limited in global quantities and has become the focus of much discussion as soon as it was launched.
The reason why budweiser legendary tiger age plate is so unique is that it creates a new height of beer quality through customized recipes, innovative processes and other links, showing Budweiser's brewing skills and ingenuity.
It is reported that Budweiser has always adhered to 246 key processes, strictly controlled the quality of raw materials, and this time it has selected deeply baked caramel malt, with noble European hops, which has laid a rich tone for budweiser's legendary tiger age plate.
In terms of craftsmanship, this product is based on the traditional brewing of Bavarian monks, integrating modern brewing technology, creatively using the lager barrel process, introducing the finished fermentation of the wine into the inner carbonized imported bourbon barrels for aging, and the aromatic substances of the oak barrels are absorbed by the wine to a certain extent, adding vanilla ice cream, toffee, light smoky flavor, and a small amount of tannins to the beer, so that the wine body is full of more flavor levels. At the same time, since each bourbon drum is used only once, the quality of the product is getting better and better.
Budweiser locked the Spring Festival of the Year of the Tiger, which contains the beautiful meaning of "Tiger Tiger Shengwei", and launched the Budweiser Master Legendary Tiger Age Edition, which refreshed the "new height" of China's high-end beer prices, and also meant that the high-end development of Chinese beer took an important step.
Green wine "real vintage" new products launched
Victory of "Green Wine Mode" + "Green Wine Speed"
On the evening of January 15th, the launch of the new product of Guizhou Green Wine "True Vintage" was held at the Wyndham Hotel Yuhao in Kaili City, Guizhou Province.
Qingjiu, a brand that has been silent for many years, was "activated" by Zhu Wei in just over 60 days after completing its asset restructuring on November 13 last year. Behind the speedy performance of the "green wine speed", what is more eye-catching is the "green wine equity big business alliance" based on the successful experience of Guizhou alcohol and Zhijiang, so as to upgrade the cooperation between manufacturers and accumulate market potential, Zhu Wei only took 9 days to sign 30 alliance big businessmen. Today, it has been dubbed the "green wine model" by industry insiders.
The new products released by the green wine include three products with real years of 3 years, 5 years and 8 years, all of which are sauce-flavored liquors. 100% real vintage wine, the biggest feature of the collection. In terms of appearance design, the three products closely follow the word "Qing", respectively, using three shades of shadow green, bamboo green and dark blue to distinguish different years, and the bottle body pattern uses elements such as Qingshan, Qingyun and Qingshui, highlighting the natural features of Guizhou and is very distinctive.
Like Guizhou Alcohol and Zhijiang, after Zhu Wei became the chairman and general manager of Qingjiu, he expounded the development planning and strategy of Qingjiu with the "New Deal" and used it to boost its industry confidence. The difference is that since the acquisition of Green Wine, Zhu Wei has proposed the "Green Wine Model" for the first time. ”
The green wine model should be a bigger breakthrough that Zhu Wei has begun to make at the model level, top-level design, and even strategy level on the basis of adhering to a series of successful experiences before.
The liquor thousand yuan belt has entered the "Moutai 1935" time
At 6:40 p.m. on January 18, in front of the Dionysian sculpture in the Long Square of the National Liquor Culture City, Ding Xiongjun, secretary of the party committee and chairman of Moutai Group, chairman of Guizhou Moutai Liquor Co., Ltd., Li Jingren, deputy secretary of the party committee and general manager of Moutai Group, Ji Keliang, former chairman of Moutai Group, and chief master of Moutai pressed the start button together. From this moment on, the Chinese liquor thousand yuan belt officially entered the 1935 time.
At the press conference, Ding Xiongjun said that Moutai 1935 is another New Year gift dedicated to consumers after the treasures Moutai and Moutai Tiger Year Zodiac Wine, and is a heavyweight member of "Moutai Sauce Aroma, Stock Production".
For this gift of extraordinary significance, Moutai carefully carved and strictly controlled every production link, carrying the quality concept of the five craftsmen of Moutai in the new era. Ding Xiongjun said that the product concept of Moutai 1935 is "to meet history, meet with the brand, and meet with happy events", showing Moutai's rich historical heritage, natural scenery, humanistic customs, brewing skills, blending skills, brand culture, and good wishes for people's lives.
In terms of wine body, the base wine of Moutai 1935 originates from the Heyixing production area and the core production area of Moutai wine. After the R&D team with an average age of 33 years old, after tasting nearly 10,000 base wine samples, it was repeatedly modified and polished. Wang Li commented on the taste of Moutai 1935: "It continues the unique timeless and subtle style characteristics of Moutai products, highlighting the elegant and delicate smell, mellow and delicate taste. ”
The main color of the packaging design is a solemn and festive Chinese red, and the bottle body is embossed with gold reliefs with raised theme words and illustrations. The golden bottle cap and bottle shoulder, the lower part of the red bottle body is a "Moutai Upper River Map" that expresses the state of the city on the Chishui River, showing the map of the brewing beings in Moutai Town, full of fireworks and a sense of history.
It integrates the different characteristics of the core production area of Moutai wine and the Heyixing production area to achieve the beauty of balance and coordination of the wine body. The design is unique ingenuity, showing the thickness and vitality of Moutai wine culture. Moutai 1935 is like a bridge, connecting the core production area of Moutai wine and the Heyixing production area, as well as the past and future of Moutai.
The tiger roars and the wind blows, and the cellar is long and long
The "zodiac code" of the century-old cellar-aged wine in Luzhou
The zodiac sign is the life coordinate of each Chinese, and the tiger has been a symbol of justice, bravery and majesty since ancient times, and "tiger culture" is one of the earliest totem cultures that originated, and it also means auspiciousness. Therefore, this year's zodiac wine track is more popular than in previous years, spanning different categories such as liquor, wine, beer, cider, whiskey and so on.
Since 2019, the century-old Luzhou old cellar wine has launched the zodiac wine, one per year, and the classic style. Recently, the new member of the century-old Luzhou old cellar age wine zodiac family, the century-old Luzhou old cellar age wine zodiac (tiger) wine, landed in glory, with the beautiful meaning of "tiger roaring wind" in time, full of blessings and cultural inheritance, and giving the meaning of a new journey.
The century-old Luzhou old cellar wine zodiac (tiger) wine is carefully brewed with the traditional brewing techniques of luzhou old cellar wine that has been brewed continuously for more than 90 years without interruption and continuous brewing. The wine style is full of strength, rich layering, moderate sweetness, full and rich, and has a long aftertaste.
The 1.666L large-capacity luxury equipment not only looks "atmospheric, expensive and high", but also can meet the needs of use in multiple scenarios. It can be both elegant and admirable, and the capacity is huge, more worthy of collection, more weight, and higher premium.
As the pioneer and practitioner of the cellar-age wine category in the liquor industry, the century-old Luzhou old cellar-aged wine has been through the combination with the zodiac culture, with the traditional zodiac symbol as the background, constantly leading the industry product model innovation, giving products a higher collection value, and always highlighting and interpreting the brand proposition of "witnessing every step forward".