With the continuous maturity and improvement of China's liquor market, the continuous display of the cultural connotation of old wine and the influence of the overall public opinion environment, now in some high-end business banquets, the topicality and story of a bottle of aged wine are much higher than the new wine or imported wine of the same price. In particular, consumers' choice of personalized consumer products has made aged wine a new favorite for business banquets, and a bottle of Moutai wine from the 90s is much higher than a bottle of foreign wine of the same price to bring material and spiritual enjoyment to the domestic high-end consumer population.
This fully shows that the consumption of aged wine has been upgraded from pure pursuit of taste to the pursuit of spiritual enjoyment and cultural exploration, which is an important basis for the development of old wine.
The hot old wine market, needless to say, now the core of the "sauce wine fever" lies in the "old wine fever", because the old wine industry enterprises give Moutai financial attributes, investment attributes and collection attributes, and extend this attribute to the sauce wine industry, so it brings up "Moutai fever" and "sauce wine fever", in fact, this is the core value of old wine.
What are the opportunities for old wine?
First, China's economic strength has been continuously enhanced. Simply put, there are more rich people and they can afford it.
Second, the self-confidence of national culture has been continuously improved. In the past, everyone was proud of drinking foreign wine and wine, but now it is different, the structure of high-net-worth users has changed, in recent years, high-net-worth users have transformed into a group of people with thoughts, culture, and knowledge reserves, this group of people have a higher degree of pursuit of national culture, and liquor is a collection of traditional Chinese culture.
Third, the awakening of the consciousness of the liquor consumer population. If you take a bottle of Maotai, everyone will say that this bottle of wine is very expensive, but if you take a bottle of Moutai from the 80s, everyone will say that this bottle of wine is not easy to get, which is the scarcity and topicality brought by a bottle of old wine.
The heating up of the old liquor market is also a kind of precipitation and sublimation of the entire liquor industry after the era of product surplus after the planned economy and market prosperity. Massive original wine and market competition, the need for a product to endorse the image of liquor, under this premise, vintage wine is undoubtedly the best choice.
Especially after the in-depth adjustment period in recent years, the advent of the Internet and new media era, making the input of information more convenient, the popularization of alcohol knowledge education, accelerating the recognition of liquor brands by consumers, the concept of consumption has promoted the concept of consumer demand from "drink better" to "drink a little older", and old wine has become a consensus in the consumer market.