On that colourful summer afternoon, who hasn't had a cool memory of a chilled RIO cocktail in their youth? It used to be as gorgeous as a rainbow, and with its unique charm, it swept the streets and alleys, and became a frequent guest at the party table. However, as the years go by, the "Rui Ao" that we chased together in those years seems to have quietly withdrawn, leaving us with a question: why is the once popular "Rui Ao cocktail" less popular now? The answer, hidden in the cracks of time, is both realistic and intriguing.
Recalling the golden age of Ruiao, the transparent frosted bottle is like holding a summer breeze, and the cocktails inside are colorful, blue as the deep sea, pink as the morning sun, yellow as the warm sun, red as the sunset, each bottle is a flowing work of art. The price of 13 yuan a bottle was not only a luxury attempt for young people who had tasted alcohol for the first time, but also a symbol of fashion. The slightly sweet but not greasy taste cleverly hides the edge of alcohol, which makes countless people love it.
But the good times did not last long, and the light of Rui Ao gradually dimmed, and the reasons behind it were complex and profound.
Price threshold: Among the many drinks, Rui O has always maintained high-end pricing, and when other beverages seize the market at affordable prices, the high price of Rui O seems out of place. The label of 12 yuan a small bottle, in today's skyrocketing prices, undoubtedly limits its audience scope.
Lack of innovation: The packaging and taste of Rui O have not been greatly innovated for many years, and although the transparent frosted bottle and colorful liquid are classic, they have also led to aesthetic fatigue. In this age of freshness, unchanged means forgotten.
Intensified market competition: With the development of the market, a variety of cocktail brands have sprung up, not only in terms of price, but also in terms of taste innovation, leaving less and less room for REO. What's more, the rise of milk tea culture and the solid position of traditional liquor have also made it difficult for Rui Ao to find a foothold.
Awkward positioning: As a cocktail, its alcohol content is neither high nor low, which can not satisfy consumers looking for real alcohol stimulation, and because it contains alcohol, it limits its wide acceptance as a daily drink, which ultimately puts it in a dilemma.
Epilogue:
Despite the challenges, RIO has not stopped. Recently, the launch of the tipsy series, especially the peach-flavored cocktail, with its fresh taste and subtle tipsiness, seems to have regained a trace of its former glory among the young group. The appearance design also pays more attention to fashion sense and personalization, trying to catch the attention of consumers again.
Every fad has its life cycle, and the ups and downs of RIO are not only the story of the brand, but also the epitome of changing consumer trends. In this era of rapid iteration, it will take time to give an answer to whether Ruiao can swim against the current and regain its glory. But in any case, it has left an irreproducible color in our youth.