On April 18, the 11th Sealing Ceremony of Yanghe Co., Ltd. was held in Suqian, the wine capital, and the "Mianrou Vintage Old Liquor Strategy that Yanghe Co., Ltd. has been following was officially announced on the spot". Industry insiders believe that only Yanghe has the strength and ability to truly make "real vintage" wine in the industry! Behind the "Mianrou Vintage Old Wine Strategy" is Yanghe's world-class winemaking scale and wine storage scale, and it is also the supporting force for Mengzhilan's handicraft class to stand out from the price of 1,000 yuan and stand firm in the high-end market.
At the heart of the strategy is the "real vintage"
At this year's sealing ceremony, in addition to the much-talked-about Fengtan wine, Yanghe also launched a series of new products of Dream Blue handicraft class. With the debut of three new products, the strategy of soft vintage old wine that Yanghe has been following has also been unveiled.
It is understood that the Dream Blue handicraft class is currently divided into three levels: 10, 15 and 20, with different years and different qualities. Among them, Dream Blue Handicraft Class 10, the main base wine is stored for more than 10 years, supplemented by different styles of aged flavored wine that has been cellared for 15 years, Dream Blue Handmade Class 15, the main base wine has been stored for more than 15 years, supplemented by different styles of aged flavored wine that has been cellared for 20 years, and Dream Blue Handmade Class 20, the main base wine has been stored for more than 20 years, supplemented by different styles of aged flavored wine that has been cellared for 30 years.
For the old wines in the Dream Blue handicraft class, Yanghe emphasized that the strategy of Mianrou vintage old wine is to achieve "real vintage", so that the old vintage wine has a standard and traceable system, so that consumers can experience the unique charm of high-quality real vintage wine.
Wang Chaocheng, chairman of Shengchu Group, who is familiar with the liquor industry, believes that most of the real vintage liquors in the industry are "weighted vintage liquors", that is, according to the proportion of base liquors of different vintages, the weighted average age of the whole number is taken, and as long as 80% of the ingredients exceed the marked vintage, it is a real vintage liquor. However, the calculation method of weighted average wine age is still easy to fall short of the "cellar time" perceived by ordinary consumers, and it is easy to confuse consumers.
"Yanghe tells consumers in a simple way that with such a large amount of old liquor reserves, Yanghe wants to set a new standard for the quality of good liquor", in Wang Chaocheng's view, "this move may bring great changes to the entire industry, and consumers' measurement standards for the quality and cost performance of liquor will change as a result."
The "hard core" behind the real vintage wine
Due to the harsh time requirements for high-end liquor production, it is difficult to increase the production capacity and reserves of high-end liquor in a short period of time. Therefore, the layout of the old liquor market is a long marathon, and the reason why Yanghe can successfully build an "old liquor strategy" that is ahead of the industry is inseparable from its advantages accumulated in terms of liquor scale, output, and reserves.
Looking at the production capacity, the production capacity of Yanghe is the first step in the strategy of ensuring the old wine of Mianrou vintage. According to the "Summary Table of Main Economic and Technical Indicators of the Liquor Industry" compiled and printed by the China Liquor Association, as early as 1986, Yanghe ranked first with an output of 18,785 tons, nearly 10,000 tons ahead of the second in the industry, and became the earliest enterprise in the liquor industry with an output of more than 10,000 tons. In terms of the capacity expansion of base liquor in the liquor industry, Yanghe can be called an "infrastructure madman". Since 2000, Yanghe has added new production capacity every year. According to the data, Yanghe has more than 70,000 famous and high-quality cellar pools, more than 1,000 wine-making teams, an annual production capacity of more than 160,000 tons of raw liquor, and an annual production capacity of more than 210,000 tons of finished products...... It has become the world's largest solid-state liquor fermentation base in terms of brewing scale, providing sufficient resources for the implementation of the old liquor strategy.
Second, looking at the reserves, the huge wine storage capacity is the basis for the implementation of the strategy of Mian Rou vintage. At the same time of the expansion of base liquor production capacity, Yanghe has always adhered to strategic storage, and reserved a certain proportion of each batch of the best quality base liquor for strategic storage every year, so that a large number of high-quality aged base liquor has gradually precipitated, laying the foundation for the old liquor strategy.
According to the annual report of the listed company, Yanghe currently has more than 600,000 tons of puree aged wine of different years, and the storage capacity of wine can be as high as 1 million tons, of which the high-end vintage wine stored in the pottery jar has reached 230,000 tons. This large-scale storage ensures that the quality and taste of old wine can be continuously improved over time, which also means that Yanghe can flexibly respond to market changes and adjust the supply strategy of old wine according to market demand.
Third, looking at the storage management, the sufficiency of old wine stored in the pottery jar is the confidence for the implementation of the strategy of Mianrou vintage old wine. According to previous media reports, the pottery jars used in Yanghe are exclusively customized, produced in Yixing, Jiangsu Province, and Longchang, Sichuan, using clay as raw materials, and firing temperature at 1200 degrees. These pottery altars, known as "breathing pottery altars", have good air permeability and high stability, each pottery altar has more than 80,000 breathing channels around the body, which can allow oxygen molecules in the air to enter and exit freely, and at the same time, the pottery altar contains iron, calcium, copper, magnesium, manganese and other metal ions that are beneficial to the human body, which can accelerate the aging and aging of the original liquor.
In the liquor industry, the cost of such large-scale pottery jar storage is very large, and it needs to have a strong comprehensive strength. According to public information, over the past ten years, Yanghe has expanded the production capacity of a large number of famous and high-quality base wines through several famous and high-quality liquor brewing technology transformation projects, and in 2023, 100,000 tons of Yanghe and 120,000 tons of Shuanggou pottery jars will be built one after another to ensure that the liquor can maintain stable quality during the long-term aging process. This kind of fine management of the aging process of old liquor makes Yanghe's old liquor more advantageous in quality and taste, and further enhances its competitiveness in the industry.
At this time, the release of the strategy of Mianrou vintage old wine means that the old wine accumulated by Yanghe is ushering in a good time to "blossom and bear fruit". With the support of such "hard core power", the industry is generally optimistic about the growth of Dream Blue Handicraft Class, and as the Chinese high-end liquor that can best experience the "real vintage" old liquor, it will become the most large-scale thousand-yuan high-end brand.