Recently, "wine table culture" has been on the hot search and has become the object of everyone's criticism. Regardless of men, women and children, as long as they are on the wine table, they must uphold the belief that "Qingdao does not fall and I do not fall, and the snowflakes do not drift and I do not drift" to give everyone a "sample".
For people now, this kind of liquor bureau full of "persuasion, wine, toast, and fight for wine" is able to escape and hide, but disgusting with the wine table culture does not mean that people do not like to drink.
How much do Chinese love beer? In 2017, the per capita beer consumption in mainland China has exceeded the world average, and beer has increasingly become our "necessities of life".
After the founding of New China, due to the problem of grain supply, beer has been limited supply, basically only circulating in large cities. It was not until the food crisis of the 1970s and 1980s was lifted that beer entered thousands of households.
Since bottled beer was not yet widespread, people drank mainly bulk beer at that time. There are often scenes of people lining up, carrying their home warm bottles, washbasins and other containers to restaurants and large can trucks to "beat" loose beer, and then go home and scoop them up with cups.
In 1985, the state began to engage in "beer special projects". With the strong support of national policies, cities and counties have set up their own breweries.
In just three years, 813 breweries have emerged across the country, including Libo and Guangming in Shanghai, the Great Wall in Tianjin, the mountain city in Chongqing, the Pearl River in Guangdong, and Jinwei... There are breweries all over the country, which is a bit of a "one city, one beer".
The Yanjing Beer that now resounds throughout the country was built by the wind at that time. But thirty years ago, Yanjing was just a little brother who followed other people's butts.
At that time, beijing's beer industry was still the world of five-star beer and Beijing beer, when wholesalers purchased goods, they preferred five-star beer and Beijing beer, and when these two beers were sold out, they only turned on Yanjing beer.
It's not okay to be a spare tire like this, and the owner of Yanjing Beer wonders how can I let everyone buy my wine? One day he had a flash of inspiration, which wholesaler to Yanjing into the beer will send a tricycle for free, I do not believe that such wholesalers do not buy Yanjing beer.
Facts have proved that the tricycle is indeed not free delivery, the major wholesalers heard that there are good things such as the purchase of tricycles, they immediately took action, and the sales of Yanjing Beer also soared like rockets. In 1996, Yanjing Beer overpowered Tsingtao Beer, the big brother, with a sales volume of 570,000 tons, and became the king of domestic beer at that time.
On seniority, Tsingtao Beer built a factory in 1903, is one of the biggest brothers in the beer industry, and now let a little brother put the limelight. Tiger doesn't threaten you when I'm HelloKitty? Just when Yanjing Beer was firmly in the first chair of domestic beer, Tsingtao Beer also secretly stored strength.
At that time, due to the excess production of beer, many small and medium-sized breweries were struggling to make a living in the cracks, either waiting for the closure or facing low-price acquisitions.
In 1996, Tsingtao Beer cobbled together 16 "small targets" and successively acquired a number of small and medium-sized breweries in Shandong Province, "basically realizing the unification of the Shandong Peninsula". Laoshan Beer was acquired by Tsingtao Beer at this time and became the younger brother of Tsingtao Beer.
After that, Tsingtao Beer entered Liaoning and Anhui, and even Jiangsu and Shanghai in the far south.
By 2001, the "power" of Tsingtao Beer had spread to 17 provinces and cities across the country, with 46 breweries, and once again had the confidence of "chasing deer in the Central Plains".
In the subsequent competition, Yanjing Beer was overtaken by Brands such as Qingdao, China Resources, AB InBev and other brands due to the refusal of foreign investment and improper sales strategy, and fell to the 4th position in the domestic market, and the scenery was no longer beautiful.
So far, Tsingtao Beer has more than 60 beer production enterprises in 20 provinces, municipalities directly under the central government and autonomous regions in the country, and the company's scale and market share are in a leading position in the domestic beer industry.
Speaking of drinking, the northeast people have never served anyone, as the saying goes, "out of the mountain customs, you have to do the cup", in the vast black land of the three eastern provinces, naturally can not be less than their own beer. For northeasterners, harbin beer and snowflake are undoubtedly the most well-known brands. Snowflakes, brave to the end of the world has also become the most classic advertising slogan in the hearts of a generation.
In 1994, Snowflake Beer was officially established, backed by the wealthy China Resources Group, Snowflake Beer effortlessly won the Liaoning market, and then went south along the coastline, gaining a firm foothold in Tianjin, Zhejiang and Jiangsu provinces.
The snowflakes of successive battles quickly set their sights on the Sichuan market.
Sichuan has been a place of contention since ancient times, and this phrase is still used in the beer industry. Just as The snowflake was preparing to march into Sichuan to show its grand plan, a hard bone that was difficult to gnaw was in front of it, and Sichuan's famous ground snake- Blue Sword Beer.
Slightly older Sichuan friends are certainly no strangers to Blue Sword Beer. At the end of the last century, there has been a saying in the rivers and lakes that "North Yanjing, South Pearl River, East Qingdao, West Blue Sword", and the sales volume of Blue Sword Beer in Sichuan, Chongqing, Yunnan, Guizhou and other places is extremely impressive, and at that time it was a veritable "Southwest Beer King".
The newcomer Snowflake threw the purchased olive branch to Blue Sword Beer in the principle of peace and friendship, but Blue Sword Beer, which has lived in the southwest for a long time, did not take snowflakes as a "junior" seriously, and refused without thinking about it.
In order to be able to break into the "enemy's interior", snowflakes first angrily smashed 90 million to buy the Asia-Pacific brewery in Mianyang, and then bought leshan Blue Ribbon Brewery for 50 million. Subsequently, these two local Sichuan beers turned into pawns for snowflakes and blue swords to fight Sichuan.
Blue Sword also showed no weakness and bought 10 local breweries in one go. The Great War is on the verge of breaking out.
On January 16, 1999, an advertisement for a "suspected" weather forecast appeared in major newspapers in Chengdu, and it was going to snow in tianfu. Chengdu people are confused, everyone has also rushed to tell each other, said that in two days will be able to see snowflakes, then do not hurry to ask for leave to see the snow.
The "induction" of advertising for three consecutive days has hoisted the appetite of Chengdu citizens to the highest point. On January 18, the mystery was finally revealed, and the major TV stations played on a loop, it turned out to be a new beer brand "Snowflake" to be listed, and everyone laughed and remembered Snowflake Beer at the same time.
Snowflake and Blue Sword then launched a "firefight" regardless of cost. Advertising, rebates, free drinks, lottery, price reduction, etc., all the methods that can suppress opponents are used. In order to compete for the purchasers, the two companies provided unlimited discounts, and later there was a phenomenon that wholesalers could pull the wine away without giving money first, and then check out.
Both sides were also seriously injured. In just two years, Blue Sword Beer lost nearly 120 million yuan, and China Resources also lost more than 40 million yuan. In desperation, Zeng Qingrong, the founder of Blue Sword Beer, could only entrust people to bring words to Snowflake and ask for peace.
In 2001, Snowflake and Blue Sword formally cooperated to establish "Sichuan China Resources Blue Sword Beer Co., Ltd.", China Resources accounted for 62% of the shares, Blue Sword accounted for 38% of the shares, the company sold and bought both Snowflake and Blue Sword two brands of beer.
On the surface, Blue Sword and China Resources finally reconciled and reached a win-win situation. However, with the passage of time, Blue Sword has increasingly found that the sales of snowflake beer have been rising, while the sales of its own beer have been declining. It turned out that the Blue Sword was ultimately wrongly paid.
Therefore, the Blue Sword Group stopped the loss in time and transferred all 40% of the shares in its hands to China Resources at a price of 2.5 billion, so that the China Resources Snowflake officially swallowed the Blue Sword, and the Blue Sword Beer left a sentence of "young people do not talk about martial virtue" and then disappeared.
In 2007, the Sichuan grandfathers who loved beer were surprised to find that the blue sword they had drunk for more than 20 years had disappeared in major night markets and food stalls. This sichuan local beer brand, which was once as famous as Tsingtao Beer, has disappeared forever in the long history of the Chinese beer market.
When it comes to local beer, we have to mention the "life-killing big Wusu" with Xinjiang characteristics. There is such a video circulating on the Internet, there is a guy, whining Xuanxuan, a few bottles of Wusu drank down, drunk almost to ascend to heaven. Everyone thinks that the strength of Usu wine is very strong, drinking two bottles will make you dizzy, and when you wake up, you are still groggy, and you have the title of life-killing.
In fact, the so-called "life-taking big Wusu" is because people who love beer are uncomfortable without drinking it for a day, just like losing their lives, expressing the love of Xinjiang people for Wusu beer.
But when the "death-taking" Great Wusu was founded in 1986, not to mention outsiders, even Xinjiang people did not like to drink much.
Why?
Because the Xinjiang people at that time only recognized one kind of beer, that is, the Xinjiang beer in Urumqi, for this reason, Wusu could only bear the burden of humiliation. Because of the various stans in Central Asia, Usu beer once made a living from exports, and this time it was 20 years.
In 2006, Wusu Beer, which had been dormant for many years, took advantage of the failure of the restructuring of Xinjiang Beer State-owned Enterprises and failed to operate well, and took the Xinjiang Beer Group into its pocket in one fell swoop, and this acquisition was acquired together with some beer brands in Xinjiang, such as Changji Beer, Kashgar Beer, Huocheng Beer, Tianshan Beer, Tuofeng Beer, etc. under Xinjiang Beer.
With a blink of an eye, the old hen becomes a duck, Wusu Beer has become the absolute hegemon of the Xinjiang beer market, and Wusu Beer has also become the sustenance of a generation of Xinjiang people for regional identity.
In 2015, Usu Beer was acquired by Carlsberg, but despite this, Usu Beer was not delisted, but continued to take the legend of "taking the life of the Great Wusu" to the whole country.
In addition to these common beers, there are many local beers that have opened their minds and tried to launch their own beers in innovative ways, such as ginseng beer from Jilin And later "new flavor" beers such as goji beer, maca beer, bitter melon beer, and Gongju beer.
In addition, there are "cross-border" beers such as Moutai Beer and Tianjin Dogbu Beer, as well as Chinese beers that are far less famous than Chinese tobacco, etc. Most of these beers have now become legends, in addition to being eye-opening, it is really difficult for people to have the courage to taste.
In your memory, what other distinctive hometown beers are there? Say it and share it with you.