"Moutai in the festival!" The three "double festivals" of the year have been built into Moutai cultural brand IP.
Text | Selling Wine Wolf Team
Ed southerly
Qingming is an ancient agricultural festival and an important traditional festival, which contains the value of being close to nature. Culture has a long history, and emotions are continuous.
"Festivals are beautiful, and Moutai is always accompanied!" This year, as a cultural inheritor and promoter, Moutai conveys the beauty of culture and public welfare to consumers with a grateful heart, and cultivates a common emotional foundation with consumers.
On April 2, the Moutai Jiachen Year Qingming Thanksgiving Cultural Activity with the theme of "Good Deeds Moutai, Thanksgiving and Thinking" was held in Kweichow Moutai Xiaomao Paradise.
At the scene, as Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, stepped forward to place the bucket handle in the theme device in the shape of "Sinan", and started the "Sinan", when the bucket handle was transferred to the southeast position, the Qingming Thanksgiving Cultural Activity of Moutai Jiachen Year officially kicked off......
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Festival, Moutai!
Festivals are not only the inheritance of culture and the witness of history, but also the sustenance of emotions. For Moutai, festivals are equally important and beautiful.
Qingming and Thanksgiving, Moutai vigorously advocates to pay tribute to the martyrs and ancestors, with solemn and sincere etiquette, to remember the long-term and grateful, and to forge ahead with gratitude; the Dragon Boat Festival is a microcosm of Moutai's koji-making process, and is a unique way for Moutai to be grateful for the gifts of nature, inherit the ancient craftsmanship, and pray for the peace of the country; Chongyang Moutai Liquor Festival, inheriting the long history, remembering the sages and grandmasters, and carrying forward the traditional culture of Moutai, and the newly mature sorghum is also fed during this period, opening a new round of liquor production of Moutai......
It is worth mentioning that from the perspective of Moutai, traditional festivals are not only closely related to production scheduling, but also an excellent opportunity to inherit and promote traditional Chinese culture and publicize the "beauty of Moutai". In the festival, let Moutai products, culture and services become part of helping consumers live a better life, and "Moutai in the festival" is also quietly nurtured in this process.
This year is not the starting point, and Qingming is not the beginning. "Moutai in the Festival" has actually set sail for a long time......
It is reported that during the Mid-Autumn Festival and National Day in 2023, Moutai will carry out a series of Moutai liquor tasting sessions such as honorable, treasured, boutique, classic, and zodiac around the theme of "reunion"; more than 1,000 offline specialty stores will jointly hold activities such as "Thousand Table Tasting Meeting" and "Thanksgiving to the Four Elders" for old friends' wine; 12 "Moutai Post Stations" will take the linkage of wine and tourism to promote consumption as the incision, changing from "selling wine to selling lifestyle", providing tourists from all over the world with experiences such as Moutai family product tasting, fruit drinks, food, and cultural and creative products. A set of "beautiful" combination punches, the "Moutai in the festival" effect is beginning to appear.
The 2024 Moutai Thanksgiving Cultural Event will be held in Xiaomao Paradise!
▲Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group
At the scene, Ding Xiongjun issued an initiative in the name of gratitude: first, with a grateful heart to "cultivate oneself", with benevolence, love for the world, strictly abide by public morality, cultivate private morality, love and dedication, and work hard. On the other hand, do good deeds to "beautify others", be grateful to the times, serve the motherland, be grateful to the society, give back to the people, be grateful to others, and be helpful. Always be grateful, do good deeds, inherit Chinese virtues, and go to the good world together.
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In the festival, go to the good together!
At the 2024 annual market work meeting, Moutai Group proposed that it will carry out a variety of terminal activities around the themes of New Year's Day and Spring Festival - "Party and Hope", Qingming Dragon Boat Festival - "Thanksgiving and Inheritance", and Mid-Autumn Festival and National Day - "Reunion and Harvest", so as to build the three "double festivals" in a year into Moutai cultural brand IP.
It is understood that "Moutai in the Festival" takes "beauty" as the core, combines the time node and cultural connotation, and runs through the important festivals throughout the year, digging deep and planting the traditional festival culture, enriching the brand connotation, and satisfying consumers' yearning for a better life.
This year's "Qingming Dragon Boat Festival" double festival, as the first stop of the "Moutai in the Festival" big IP launch in 2024, is full of excitement and sincerity. Starting from April, starting from the group level, combining online with offline, Moutai will fully launch a series of marketing activities for the Qingming and Dragon Boat Festival.
"Moutai in the festival" walks with beauty. During the event, in addition to focusing on Moutai's Qingming and Dragon Boat Festival cultural activities, it will also create characteristic consumption scenes and carry out brand promotion activities across the country. At the same time, on May Day, May Fourth, Mother's Day and Father's Day, Moutai will also launch customized marketing activities through "strivers", "young people" and "grateful parents".
It is foreseeable that in the future, "in every festival with a beautiful meaning", Moutai may become a beautiful choice for more and more consumers.
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