On September 26th, Yonghui Supermarket, a leading domestic fresh food retailer, and Meimi, the head brand of Chinese green plum wine, held a launch ceremony for the new products of Jingui Meijian at Chongqing Jiangji Winery, and the two sides conducted in-depth cooperation and discussions to jointly stimulate the new vitality of Meijian in Yonghui Supermarket and its Yongyuehui wine warehouse, and help the plum wine category become the "rising star" of China's new wine drink.
As an A-share listed enterprise, Yonghui Supermarket has developed more than 1,000 chain supermarkets across the country, covering 29 provinces and nearly 600 cities, to meet the multi-scenario consumption needs of users, strive to rejuvenate the brand, and create a new type of store that is easy to visit and fun.
In order to make offline stores more experienced, stores more atmospheric and more pyrotechnic, Yonghui and Meimi have carried out in-depth close cooperation, internalized oriental aesthetics, and paid close attention to consumers' daily meal life. When the reporter visited Yonghui Supermarket before, he also found that Meijian had built an experiential sales scene in the retail store, and consumers could participate in games such as pitching pots and guessing puzzles to redeem corresponding consumption gift certificates.
The reporter learned that Yongyue Hui Wine Library specializes in high-end wine sales, and its products bring together France, Germany, Italy, Spain, Australia, the United States, Chile and other countries in the old and new world of global wine, including more than 1,000 wines made by boutique estates and wineries in well-known production areas, which fully meet the needs of consumers to buy wine.
Cui Yan, the relevant person in charge of the Meimi brand, said that in the past, wine represented the art and elegance of Western culture and influenced the East; In the future, Umemi will also carry the 5,000-year-old sword and piano, gentleman and confidant, subtle and coquettish, with the unique oriental taste and elegant traditional culture, together with Chinese food, humbly and elegantly presented to the world.
Cui Yan also said that the openness and transparency of the supply side of Chinese green plum wine can bring continuous vitality to the development of this ancient wine species. "Meimi has completed the first stage of magnitude growth and entered the stage of high-quality development, integrating high-quality users, high-quality products and high-quality brands, so that consumers can enjoy high-quality products while also feeling the temperature of the brand."
Retail practitioners believe that the cooperation between Meimian and Yonghui Supermarket also shows to a certain extent that Chinese plum wine can compete on the same stage as Western wines.
At the launch ceremony of Jinguimeijian's new products, Li Hengguang, president of Meijiu Research Institute, introduced the research and development process of Jinguimeijian's new products, and led all the guests to taste them with an oriental flavor ritual. "The two most important sources of flavor of this product are Guilin's golden cinnamon and Dayi's green plum, the five-year-old osmanthus that grows in Guilin, which is hand-picked and dried within 24 hours, and 8 ripe Dayi green plum, which is also from manual screening to washing and draining, every second counts." Everyone also felt the unique experience of smelling the gui and tasting the plum fragrance at the scene. ”
In addition, everyone at the scene also visited the Umemi vintage wine warehouse. According to reports, the Umemi No. 3 vintage wine warehouse is the world's largest tanzang plum wine warehouse. The recently released Umemi three-year-old product is also the world's first vintage plum wine product in the Umemi series.
The reporter learned that among the world's liquors, whether it is Western whiskey, brandy, wine, or Chinese liquor and rice wine, aging is an important scale of quality value. However, for a long time, green plum wine did not have its own vintage label. The launch of vintage plum wine means that a professional, technical and standardized aging system of Chinese plum wine is taking shape, which will help the time value and flavor value of this ancient wine to be fully released, and will lead the growth of the entire green plum wine industry and open up a larger market imagination.
At the event site, representatives of both Yonghui Supermarket and Meijian brand also witnessed this new moment of cooperation with a vintage plum wine, the vintage wine number 99, symbolizing the pleasant aroma of the cooperation between Yonghui and Meijian, which also implied the persistence of both parties to the long-term value of cooperation.