"The drunkard carries the drunkard, the thousand pounds are not redundant, the drunkard drinks the drunkard, a thousand cups will not get drunk, the drunkard goes out of Xiangxi, trickling down thousands of miles..."
Familiar music sounded, ink paintings gradually spread, and an old man carrying a sack bottle of alcoholic wine walked drunkenly among the green mountains and green waters of Xiangxi... This classic short film of cultural drunkard liquor, born from the painting of the art master Mr. Huang Yongyu, has become a well-known drunkard liquor brand memory.
Culturally nourished drunkard liquor also has as many as 173 complex processes, which can be called one of the most complex processes in China's liquor industry, and its founding tulip type is one of the eleven major standard fragrance types of Chinese liquor. On September 25th, Drunkard Wine will bring the new brand Slogan "Hundred Brews and Wonders" and new brand TVC blockbusters to CCTV1, CCTV2, CCTV13 and Focus Media's 160,000 elevator media across the country, and successively launch the national outdoor media and new media, interpreting Fu Tulip with modern interpretation tradition, and fully opening the "brand renewal".
In recent years, Drunkard Liquor has joined hands with Boston (BCG), a world-renowned brand strategy consulting firm, to conduct a new combing of the brand positioning of Drunkard Liquor through in-depth research and judgment on the transformation and change of consumption trends in the liquor industry. "A hundred brews and rich wines, wonderful realm natural success" is to convey the quality and craftsmanship of alcoholic wine from the two dimensions of physical attributes and spiritual attributes, and the "wonder" of culture and philosophy.
With the help of a series of actions of brand renewal, Drunkard Wine will convey two important messages to the industry and consumers: first, amplify the quality culture, and let consumers feel the high quality of Futu itself through a new visual image expression; The second is to focus on the "wonderful" culture to make the brand image of cultural alcoholics clearer.
Understand the way, 173 hundred brewing processes
Presents scarce tulips
To make a good wine, first brew a heart that understands nature. As we all know, baijiu is brewed by microorganisms, enriched microorganisms can produce rich liquor flavor substances, located in Xiangxi, the golden winemaking belt of 30 degrees north latitude, is one of the richest areas of microbial communities on earth.
The brewing process of Futuxiang-type liquor is one of the most complex processes in China's liquor industry, the "Fuyuxiang" founded by Drunkard Liquor is an intangible cultural heritage of Hunan Province, Drunkard Liquor was listed as a national "geographical indication product" in 2008, and Futuxiang-type liquor became the eleventh largest standard fragrance type of Chinese liquor in 2021.
In 1956, Jishou Distillery, the predecessor of Drunkard Wine, was established, and eight of the best local winemakers in Xiangxi were invited to visit well-known wineries in the country, enter the workshop to learn, and aspire to brew the best wine in China. After decades of unremitting efforts, 8 iterations and upgrades of the process, a cup of tulip-type liquor is behind the ultimate use of the terroir, climate and enriched microorganisms of Xiangxi by drunkard winemakers. This is a gift from God, but also the wisdom of ingenuity.
"Let nature brew the taste of nature." In the new blockbuster of the Drunkard Wine brand, we can not only feel the nourishment of the water and soil of Xiangxi landscape through the macro lens, but also immerse ourselves in the world of microorganisms through a microscopic perspective, and see how the drunkard craftsmen "know the warmth and coldness of microorganisms and help them grow", through 173 processes to make them burst out of great energy, and finally become rich and fragrant after time.
The core code of the 173 processes of "Baizhuo" drunkard wine is summarized as "13526", "whole grain soaked grain for one day and one night", "steaming three times of moisturizing", "five-fold flavor enhancement", "shifting double wheel bottom fermentation" and "clearing and burning six types of wine", each of which condenses the manpower and time expenditure of drunkard wine regardless of cost.
Yu Bing, a master winemaker in Hunan Province and a representative inheritor of the brewing technique of drunkard wine in the Xiangxi prefecture-level intangible cultural heritage project, introduced that by "sorting out the bubble grain for one day and one night", the tannin substances in the sorghum that make the taste astringent will be diluted and the wine body will be purer; Through "steaming three times of moisturizing", the moisture of the raw grain is accurate, cooked but not sticky, grasped by hand, loosened and scattered, which is more conducive to fermentation and aroma in the later stage; Through the "five-fold fragrance enhancement", especially the "shifting double-wheel fermentation" for 100 days before and after, the alcoholic liquor pays double the time cost, entraps microorganisms in the environment of the production area, and promotes its aroma; By "clearing the six types of sake", double the amount of labor is paid to obtain a base wine with richer flavor and more segmentation.
The honey koji and large koji of drunkard liquor are famous in the industry, and the raw grain sprinkled with honey koji is on the fermentation pond, which can attract many bees to linger. Why do bees love here? Through scientific testing, the "star strain" Tripperus oryzae BC70107 was found in the honey koji of drunkard liquor, which also became the independent intellectual property patent strain of drunkard liquor, which can effectively improve the saccharification ability of koji and is one of the reasons for the sweet aroma of honey in tulip-type liquor.
In the past, drunkard craftsmen passed on craftsmanship through passing on help and accumulation of experience, but now, Drunkard Wine and COFCO Nutrition and Health Research Institute have launched a series of cooperation to empower traditional crafts with science and technology, so that everyone can know what is true and why it is better.
As Zheng Yi, vice chairman and general manager of Drunkard Wine, said, "The wisdom of heaven and man brewing together is not a trick, but a huge effort." ”
Knowing the wonder, quality and spirit resonate
Drink less, drink better
Each bottle of drunkard wine bottle is imprinted with the four words "supreme wonder", the taste and culture of drunkard wine are unique. The renewal of the brand of Drunkard Liquor is to amplify and present the scarce physical attributes and unique ingenuity of Futulip liquor to consumers, so that consumers can feel the scarce quality of Futu Liquor and resonate with the spiritual and cultural connotation behind it.
Boston (BCG) pointed out in the liquor industry research report that the new generation of Chinese liquor consumers is such a group of people, they are rooted in China and have national self-confidence; Emphasize the difference and innovation of their own value, and promote China's newly emerging leading brands; A hobby with rich knowledge reserves and certain cognitive barriers; Pay attention to diversified exploration, emphasize their own aesthetic taste and independent choice; They are in an era of extremely abundant material wealth, so for a product, they will pay more attention to the pursuit of physical aspects such as quality, taste, and richness of experience, and at the same time pursue the spiritual connection and resonance with the brand.
Song Shuyu, chairman of the China Liquor Association, also believes that the current liquor industry is undergoing a consumption transformation from quantity to quality, and "drinking less and drinking well" has become mainstream consumption.
What is "drink better"? When you open a bottle of tulip-type liquor, you will be greeted by the fresh floral and fruity aroma. In the mouth, the sweetness first spreads from the tip of the tongue to the base of the tongue, and the rich honey, floral and fruity aromas are like a crystal clear jelly, filling between the lips and teeth. After drinking, the wine is smooth and delicate, and the nutty aroma and grass and wood aroma overlap, playing the "rich wonder" of three spices and nine rhymes.
"Know it, know it". The brand renewal of Drunkard Liquor coincides with the consumption transformation trend of the liquor market.
Hundred brews and richness, pointing to the craftsmanship mystery of drunkard wine, the God-given production area endowment, and extremely rich microorganisms, so that drunkard craftsmen "dare not save labor although brewing is complicated, and dare not reduce material resources although the taste is expensive", through 173 processes, finally become rich and wonderful;
Miaojing Tiancheng is the cultural connotation that drunkard wine wants to pass on to consumers after undergoing complex craftsmanship. This "wonder" is the wonderfulness of the production area of Xiangxi, the fragrance of three spices and nine rhymes, the wisdom of heaven and man, and the wonderful beauty of presenting China's diverse civilization with cultural liquor.
More importantly, this "wonderful state" not only points to the culture and philosophy of drunkards, but also a realm that literary artists, artists and all people who pursue a better life throughout the ages have pursued, and through continuous persistent exploration and research, they finally achieve the wonderful state of literature, the wonderful state of art, and the wonderful state of life... This is the brand pursuit of drunkard wine, but also people's pursuit of their own spiritual world.
In the future, Drunkard Wine will take the brand renewal of "Hundred Brews and Wonderful Perfection" as an opportunity to move towards the direction of boutique wine enterprises, and add a touch of "rich tulips" with scarce physical attributes and exquisite cultural attributes to the liquor industry of "beauty and harmony".
