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This time, the hand-in-hand variety show "Extreme Challenge Treasure Travel" is undoubtedly a new attempt to rejuvenate Huijishan, and the brand's youthful image continues to improve······
In the wilderness, naturally brewed, the century-old treasure rice wine brand deserves to be seen by more people!
Recently, with "Erbin" out of the circle, cultural tourism from all over the country has taken action and contracted the first wave of hot searches in 2024. Taking advantage of the boom in cultural tourism, there is such a program that focuses on rural tours, and the fourth season of the "Extreme Challenge" IP spin-off program - "Extreme Challenge Treasure Tour" is back. As a leader in the rice wine industry and a treasure domestic brand with a history of 100 years, Huijishan was invited to participate in the variety show recording of "Extreme Challenge Treasure Travel".
Treasure brand partners with national variety shows
Reaching out to the "young people"
It is understood that the reading volume of the main topic of #Extreme Challenge Treasure Line # Weibo has exceeded 4.7 billion so far, and it is a proper popular variety show. This season is all about finding treasures in the countryside and revealing the secrets of those treasures that grow in nature. The "dinner variety show", which is easy to heal and has dense laughs, quickly attracted netizens to watch.
"There are lofty mountains here, and there are clear streams and rapids", Shaoxing, with the backbone of the south of the Yangtze River, was founded 2500 years ago, and is known as "a museum without walls", with a strong humanistic atmosphere and Jiangnan charm. Shaoxing is also the birthplace of Chinese rice wine, carrying more than 1,000 years of brewing tradition and Chinese rice wine culture. Therefore, when "Extreme Challenge" explores the treasure of the trip to Shaoxing, the first treasure is rice wine.
As a century-old rice wine treasure brand and a productive inheritance base of the national intangible cultural heritage of "Shaoxing Rice Wine Brewing Skills", Huiji Mountain has become a representative of Shaoxing rice wine to appear in the fourth issue of "Extreme Challenge Treasure Tour", and accepted the rice wine challenge of Jia Nailiang, Yang Di, Xu Zhisheng, Meng Hetang and others of the "Treasure Group"!
Treasure clues
Explore the thousand-year-old rice wine and the century-old brand
In the third level of the game, when Jia Nailiang introduced the type of rice wine to Yang Di, the scene became a "live broadcast room" in seconds, and even the hard-core rice wine knowledge instantly became interesting.
The heavy thousand-year-old culture behind the rice wine has given Huiji Mountain a century-old treasure brand pulse.
From the eighth year of Qianlong in the Qing Dynasty, in 1743, the predecessor of Huiji Mountain gathered to open the winery, passed through the Dongfeng Winery, and then to Huiji Mountain, Huiji Mountain has a history of 281 years of continuous winemaking. In 1915, the gold medal of the Panama-Pacific International Exposition won the first international gold medal in the history of Shaoxing rice wine, and won one of the first eight famous wines in China in 1952, and became the wine for three state banquets······
Since 2023, Huijishan has repositioned the dual-brand path of "high-end and younger", and Huijishan has made frequent marketing actions. In the past December, Huijishan joined hands with Sanlian Life Weekly to launch the "Last Wine in 2023" project to stimulate national emotional thinking, deeply integrate the "self-pleasing" attribute of rice wine, and enhance the brand's youthful image. The high-end product Huijishan Lanting has been newly upgraded, and Chinese rice wine is deeply integrated with Chinese elements, giving Lanting products more color and collection value.
Huijishan x Sanlian Life Weekly "The Last Wine of 2023" project
The new version of Huijishan Lanting Rice Wine Master Edition
This time, the hand-in-hand variety show "Extreme Challenge Treasure Travel" is undoubtedly a new attempt at rejuvenation of Huiji Mountain, and the younger image of the brand continues to improve, and this treasure rice wine brand is being seen and known by more and more people, and gradually fall in love with authentic Chinese wine.