Based on the long-term "scarcity" of good wine production capacity and the process requirements of the 5-year production cycle, after experiencing a period of rapid development of sauce wine, high-quality "real vintage" old wine energy storage has become a weapon for high-end "track" to win.
Guizhou Zhenjiu recently invited 10 authoritative experts in the liquor industry to taste a new product of "real vintage" - "Zhenjiu 2011". Judging from the information currently revealed, this is a high-end product with a higher positioning than Zhen Thirty, and it is expected to be priced at more than 2,000 yuan! However, the specific pricing of "Zhenjiu 2011" has not been disclosed by the manufacturer.
"'Rare Wine 2011' is made from 10-year-old sake as the base wine, and then a variety of vintage seasoning wines are combined." The source revealed: "The expert group has a high evaluation of this 'real year' product. Guizhou Zhenjiu may launch high-end strategic new products and enter the 'real vintage' track. ”
"Improve product quality, launch good products, consumer demand can be activated." Wu Xiangdong, chairman of Jindong Group and chairman of Guizhou Zhenjiu Brewing Co., Ltd., once said bluntly that the primary task of zhenjiu is the overall improvement of quality.
Ten years, respect "ten years". Old wine, master tasting, the most high-end... A series of keywords continue to appear, and "Rare Wine 2011" has finally been unveiled.
The debut is highlight
The expert group of the "Rare Wine 2011" tasting meeting was led by Ma Yong, Secretary of the Party Committee, Vice President and Secretary General of the China Food Industry Association, and composed of liquor experts Gao Jingyan, Lu Jianchun, Wang Guiyu, Wang Yiju, Wu Jianjun, Xie Yigui, Xie Yuqiu, Xiong Xiaomao, Zhou Xinhu, etc. (in alphabetical order).
Through the evaluation of color, aroma, taste and other aspects, the expert group gave the "rare wine 2011" "yellowish transparent, sauce aroma prominent, elegant and delicate, chen fragrant comfortable, sweet and palatable, clean aftertaste, long aftertaste, empty cup lingering fragrance, typical style" comments, which also represents the highest level of experts in the liquor industry to guizhou rare wine recognition. In the eyes of industry insiders, through the performance of this high-end product at the professional tasting level, it can intuitively reflect the quality and hard power of Guizhou zhenjiu's "real vintage" products.
The high evaluation of the "Rare Wine 2011" tasting meeting is like the historical reproduction of rare wine yesterday.
In 1985, the trial production of "Guizhou Moutai Liquor Ex-situ Production Experiment" passed the approval of the highest level liquor appraisal committee organized by the state at that time. The appraisal meeting was led by Zhou Henggang, a titan in the liquor industry at that time, and more than 20 liquor judges and experts such as Yan Dongsheng, Shen Yifang, and Ji Keliang participated. "Clear color, yellowish and transparent, outstanding sauce aroma, elegant, mellow body..." The trial wine has received high praise. Subsequently, Fang Yi, then vice premier of the State Council, personally wrote an inscription "Treasures in Wine" to show congratulations, and the precious wine got its name.
As Wu Xiangdong said, "The recognition from two tasting meetings in different periods shows that Guizhou Zhenjiu has fully mastered the production process of high-quality sauce-flavored liquor and can fully withstand the test of consumers." The relationship between the two and the "ten years" reflects the long-term persistence of zhenjiu for quality.
From the beginning of the production test of Moutai in 1975 to the appraisal in 1985, exactly ten years have passed; The "Zhenjiu 2011" is based on the base wine brewed by Guizhou Zhen distillery in 2011, with a variety of flavored wines, and the storage period of the base wine is also ten years this year, and it is also another high-end product after the Zhenjiu Zhen Thirty. Winemaking is the art of time, with the quality of ten years of base wine to pay tribute to the history of ten years of trial production, the quality of rare wine has been tempered by years.
What signal did "Zhenjiu 2011" release?
Guizhou Zhenjiu's offensive this year is obvious to all in the industry. This time, for the sake of "Zhenjiu 2011", Wu Xiangdong can be said to have pulled out the "family foundation" of Guizhou Zhenjiu's savings for many years. So, what signal did the move send?
Some industry insiders analyzed that "from the information currently revealed by 'Zhenjiu 2011', the two purposes of Guizhou Zhenjiu are clear: First, to create high-end strategic products; Second, cut from the 'real year' track to the high-end market. ”
In fact, when Moutai further opened the ceiling of the high-end liquor market, the sauce wine brand hit the high-end and entered the best strategic "window period". However, it must be pointed out that the threshold of the high-end market is still very high, and the brand, quality and model are indispensable.
Many industry insiders believe that only sauce wine brands with roots and historical background can win the final victory in the sustained high growth of sauce wine.
Further, the foundation and heritage of the foundation is actually the leading quality strategy. So how do you stand out at the product quality level? Judging from the current high-end consumer trends, real vintage wine is one of the best ways to express it.
From this point of view, dare to use the ten-year base wine blend, "Rare Wine 2011" to cut is the "real vintage" track. "If this product is officially launched, Guizhou Zhenjiu will add a 'sharp knife' to cut the cake in the high-end market."
From the "Rare Wine 2011" to see the strength of rare wine
At present, the sauce wine industry is still in an era of super and many strong, short-term category dividends continue, and all brands are mainly expanding production capacity and sales scale, and are expected to continue to achieve rapid growth.
For sauce-flavored liquor, this round of capacity expansion is expected to be gradually released around 2025, the contradiction between supply and demand can be alleviated, the production capacity of high-quality sauce liquor is close to the ceiling, and the scale expansion will slow down.
In short, the industry or will enter a new era of brand competition, sauce wine production capacity is strong, base wine storage, deep brand culture of enterprises, will be more able to get the market favor.
"Zhenjiu 2011" has the above core competitiveness.
First, the brand gene is pure. In Wu Xiangdong's view, Zhenjiu was once a workshop of Moutai liquor, and it was also a state-owned distillery with the most investment funds in the state. In 1985, Zhenjiu was a high-quality sauce wine with "similar quality to commercially available Maotai" identified by Zhou Henggang, Ji Keliang and other Taidou blind products, so the genes were pure.
Second, in order to control the quality of sauce wine from the source, Zhenjiu has also specially established a red tassel sorghum base, from breeding to production, all-round control of raw materials, to maximize the quantity and quality of raw materials.
Wu Xiangdong has said many times in public, "Because investing in sauce wine is expensive and time-consuming, it is necessary to strengthen the foundation and store old wine, without old wine there will be no good quality, and without good quality there will be no good brand." ”
Such reserves are also the cornerstone of the real vintage of "Rare Wine 2011". Nowadays, the real vintage has become one of the trump cards of competition in the sauce wine industry and is the core indicator of quality symbolism. The 10-year base wine has given Zhenjiu 2011 the weight to compete in the high-end camp. On the basis of continuing the spirit of "treasures in wine", "Rare Wine 2011" has successfully entered the high-end liquor battle and will become a competitor that cannot be underestimated.
Wu Xiangdong insisted that "only a sauce wine brand with roots and historical heritage can win the final victory in the sustained high growth of sauce wine... Doing business is a long process of hard work, only by persevering, there will be gains. ”
As a vintage wine, "Zhenjiu 2011" from design to output, there are Wu Xiangdong behind the "think tank", the above thinking is the real vintage sauce wine is the necessary condition for the birth of real vintage sauce wine.
Taking this as a starting point, we can see Wu Xiangdong's insistence on operating rare wines - not only paying attention to raw materials and base wines, but also paying attention to talents, and attaching importance to the inheritance and continuation of brewing skills.
"Guizhou zhenjiu is a continuation of the spirit of the craftsmen of the original Moutai Distillery, and it is also a continuation of the long-cherished wish of the great man." Wu Xiangdong, chairman of Guizhou Zhenjiu Wine Co., Ltd., said, "Guizhou Zhenjiu has always ensured the quality of brewing even in the most difficult times, and has never stopped the production of sauce wine. In the future, Guizhou Zhenjiu will also allow more people to drink high-quality sauce wine. ”
The original intention remains unchanged, adhering to the quality will become the biggest source of power for the development of rare wine, just as "rare wine 2011" can be recognized by experts once it is launched, Guizhou rare wine said that it will also deliver a batch of high-quality sauce wine to the market. #贵州珍酒: Legendary sauce #