Shandong has always been known as a "big drinking province", and in the minds of many wine lovers, Shandong is the most drinkable province. Shandong people are very hospitable, not only can drink themselves, but also always pull friends to drink together, they have the "321" toast method and the "six shun seven times" drinking method. However, the status of Shandong wine is more embarrassing, in the general cognition of wine friends, it seems that there is no Lu wine that has run out of the country.
However, wine lovers with certain experience know that Lujiu once had a scenery. CCTV's first three "biaowang" have been won by Shandong liquor companies, in 1996, the national liquor enterprise revenue of the top ten, Qinchi, Kongfujia, Lanling, Jingzhi four Shandong liquor enterprises on the list, at its peak, Qinchi, Confucius banquet, Confucius family annual sales reached about 900 million, to know that Moutai years later to break through 800 million.
Unfortunately, time has changed, and the Kongfu family wine and the Confucius banquet wine, which were extremely popular and "stupid and indistinguishable", are now a bankruptcy auction, and the other is now struggling. Next, let's talk about some of the "past and present lives" of these 2 famous Shandong wines.
<h1 class="pgc-h-center-line" data-track="5" > origin</h1>
Because the names of Confucius House Wine and Confucius Banquet Wine are very close, many people think that these two brands have the same factory, but in fact, they are not. The brewing history of Confucius house wine is even longer, it is said that it can be traced back to more than 2,500 years ago, Confucius and Confucius family wine; and Confucius house banquet wine originated in the Ming Dynasty, initially born for the sacrifice of Kong, and later because there are more dignitaries who visit Confucius House, this wine is transformed into a special wine for banquets. From this, it is also clear why these two wines got their names.
<h1 class="pgc-h-center-line" data-track="25" > ushered in glory</h1>
In the 1990s, Confucius Banquet Wine first cleverly seized various opportunities to promote it, and successively made a name in Xi'an, Wuhan and Northeast Provinces, which greatly increased the sales of wine. In 1994, it won the first CCTV "Standard King" with an amount of 30.79 million, and the Confucius Banquet Wine also reached its peak and became famous nationwide.
In the 90s of the last century, a TV series "Beijingers in New York" was broadcast in China, making a slogan of "Confucius family wine, making people homesick", making Confucius family a well-known liquor brand in the country. The sales volume of Confucius liquor soared, reaching a peak, ranking among the top ten liquor industries in China at that time.
<h1 class="pgc-h-center-line" data-track="31" > ending unsatisfactory</h1>
Two things happened in the liquor industry that year, one was the vicious competition between Lujiu and CCTV's "Biaowang", Qinchi Liquor won the second "Biaowang", in order to compete for "face", in the third year, it used an astronomical number of 320 million to win the "Biaowang", raising the price to an inflated position, and this figure was not surpassed by the brand until 2005.
Second, after Qinchi wine became the "standard king" at a sky-high price, the productivity did not keep up, and it could only buy the original wine blending from the Sichuan distillery, and after the matter was exposed, many shandong distilleries also disclosed such behaviors, causing a sensation in the country's Lujiu blending news. This also had a great impact on the brand image of Confucius House Wine and Confucius Banquet Wine, and sales fell all the way.
Of course, the "downfall" of these two brands also has its own reasons, such as the Confucius Banquet Wine actually adopted a way of "making quick money" in that year, the foundation is not strong, and others can easily imitate it. And after obtaining funds, Confucius Banquet Wine did not choose to lay a solid foundation, but blindly expanded and introduced capital, resulting in its own defeat and bankruptcy auction.
The Confucius family wine has experienced five "change of owners", which has been tossed for a lot of time, the development is difficult, and it is often caught in negative news. Now when it comes to Lu wine, more people think of Jingzhi and the downwell for the first time, instead of Kongfu family wine and Kongfu banquet wine, do you think these two brands are a pity?