Text | Xiaofeng talks about history
Edit | Xiaofeng talks about history
"Other brands are grabbing the market, but Moutai is leading the market. ”
As the national liquor, Moutai's status has always been "as stable as Mount Tai", and no one can shake it, and it has even been used as a "symbol of status". ”
But the tree is a big wind, and if it is too full, it will be a loss.
Because the benefits brought are too many, this has made many unscrupulous businesses fight counterfeit and shoddy sales, and sell them as genuine products.
In the face of more and more counterfeit products, Moutai also made a "miracle move". "When you buy Moutai, giving a wine glass is the best way to fight back......
1. A small shot glass has a lot of "energy"
With the rise of the "Moutai trend", more and more people fall in love with tasting this world-class fine wine. And behind this craze, there is also a low-key and practical giveaway.
That is, when you buy, you will be given two small but ingenious wine glasses, but although the "body" is small, it is the existence that is talked about by the majority of drinking friends.
So, what's so wonderful about these seemingly ordinary wine glasses?
As we all know, Moutai, as one of the most famous liquor brands in mainland China, is deeply loved by consumers because of its unique taste and historical and cultural background.
However, there is a large number of counterfeit products on the market, after all, who doesn't want a piece of the pie when they are so expensive?
For this reason, Moutai has specially embedded the logo into these mini wine glasses, and adopted a unique process that is difficult to replicate. In this way, even if someone deliberately imitates it, it will fail due to insufficient accuracy.
It can be said that despite the small size of this shot glass, it is equipped with a double-layer sealing structure inside, which ensures that the drink is not volatile and oxidized, and is easier to preserve.
Of course, it is not enough to rely on visual judgment, but also to further confirm the authenticity through hearing.
More importantly, through subtle sound changes, the quality of food can be detected to a certain extent, so as to better identify the real and fake Moutai.
It can be said that this small wine glass customized by Moutai is a very distinctive handicraft, which can effectively protect the intellectual property rights of enterprises.
And with its unique appearance and exquisite craftsmanship, it also has a certain artistic appreciation value.
A small body, a big "energy", and a "wine glass that can distinguish wine" have become one of the Moutai brands.
However, don't look at Moutai now, "the fire is a mess," but what few people know is that the drinks that make people "unclimbable" now are the existence of the public's "love to answer" in the past.
2. From niche boutique to global top brand
As a traditional famous liquor in mainland China, Moutai stands out in the market with its unique production process and excellent taste. However, it did not enjoy the high status it has now from the beginning, and it can even be said that the other party had an extremely difficult start.
In fact, as early as the thirties of the last century, it began to emerge. During the war-torn War of Resistance Against Japanese Aggression, it became an important supply material for our people's army.
It is said that during that period, Red Army soldiers would carry a small amount of Moutai liquor every time they crossed the mountainous areas of Guizhou, so as to use alcohol to disinfect and treat many wounded.
This legendary story also makes it not only rich in taste, but also has a profound cultural spirit.
However, in the early days of the founding of the People's Republic of China, due to the complex situation at home and abroad, its liquor industry suffered major setbacks and suffered losses year after year, and even faced the crisis of bankruptcy.
It was not until 1962 that Premier Zhou personally inspected the Moutai Distillery and gave him strong support, and the fortunes of the distillery changed.
Later, with the implementation of the reform and opening up policy, private enterprises have developed legally, and Moutai Distillery has also begun to transform into a private enterprise, gradually getting out of the trough.
Coupled with the sustained and stable development of the mainland economy, the consumption level of Chinese people is also rising, and the demand for high-quality liquor is also rising.
In this context, Moutai has firmly grasped the development opportunity and actively expanded overseas markets and become a powerful force in China's liquor industry.
However, when I first participated in the international cocktail party, few product people were interested in it. It wasn't until the staff inadvertently knocked the product to the ground that the aroma of the wine overflowed, and it became famous by mistake.
Today, Moutai has become a must-have drink for many high-end occasions, in addition to being a fragrant bait in China, the other party has a high reputation and influence in the world.
Of course, in addition to the above factors, its brand value also derives from its high quality, scarcity and deep cultural heritage.
The selection of each raw material, the operation of the process and even the storage process are poured into the hard work and wisdom of Moutai people.
And the most important thing, as we said, is that Moutai is closely connected with the traditional culture of the mainland, carrying many precious historical memories and folk anecdotes, which is also an important reason why it can be deeply rooted in the hearts of the people.
It can be said that the success of Moutai is not accidental, but the result of a series of internal and external factors. Although it has experienced numerous difficulties and challenges for a long time in the past, it has always adhered to its own path, continuously improved product quality and service standards, and finally achieved today's achievements.
And it represents not only high-quality choices, but also the wine culture of the mainland in a way.
3. Wine culture
Chinese culture is rich and colorful, and one of them is the wine culture. Whether it is the production skills, traditional Xi customs or drinking Xi habits, the mainland wine culture has a profound charm.
However, there is also a lot of controversy about what is good or bad about drinking, after all, I have a wide variety of alcohol. These include rice wine, white wine, red wine and beer, each with its own unique style and technical requirements.
Winemaking is a comprehensive art that combines microorganisms and traditional techniques, and every drop of wine needs to go through multiple processes such as raw material selection, fermentation, distillation, and aging.
In the mainland, there is an eternal quatrain of "a thousand cups of wine for a confidant", which will be celebrated on special occasions such as weddings, funerals and daily gatherings.
In the millennium, drinking is not only a material enjoyment, but also a spiritual sustenance and cultural expression. In the room of pushing and changing glasses, people can express their emotions, enhance friendship and express respect.
All localities and ethnic groups have their own unique wine culture and Xi customs, and the welcome banquet of ethnic minorities has added to the diversity of Chinese wine culture.
But at the same time, there are also many traditional toasting rules in the mainland, at the wine table, everyone often waits for His Holiness to drink first, and then gets up to toast after sitting down, etc., which are the embodiment of the ancient etiquette of the mainland.
It can be said that wine tasting is not only the process of tasting fine wine, but also the artistic realm of appreciating the beauty of wine. People can enjoy the pleasure of wine by observing the color, smelling the aroma, tasting the taste, etc.
In the whole process, we should not only pay attention to the taste, aroma and aftertaste of the wine, but also pay attention to the pairing of the wine and the food, so as to play the role of the wine in flavoring and enhancing the flavor of the food.
At the same time, it is also important to note that although moderate alcohol consumption is indeed beneficial to health, excessive alcohol consumption can cause health damage, such as memory loss, impaired judgment, and impaired vision.
Especially during the Chinese New Year, there are many people who have caused a lot of trouble because of greed. What's more, because of the decline in sanity after drinking too much, they will do some "illegal and criminal" things.
All these prove that wine is not only a good thing, but also a disadvantage that complements each other.
The author thinks
Although alcohol is a sensitive topic, its existence does not mean that we should ignore the dangers of drinking. On the contrary, the public should choose wisely to avoid the risk of falling into excessive drinking.
Only by protecting one's own health can one appreciate the beauty of wine culture more comprehensively, and this is also the real wisdom choice.
At the same time, I also believe that in the future, Moutai enterprises, which lead the trend of liquor culture, can continue to maintain this original intention and perseverance, and bring more high-quality fine wines to consumers.