China's wine culture must not be high and low, empty and empty, nor vulgar and shallow, nor can it be vain and vain. The real wine culture should have evidence, temperature, and story, and such a wine culture conforms to people's hearts and is the beam of harmonious interpersonal relations. The real landing of this "temperature, story" wine culture is the collection of old wine.
What exactly is wine culture?
When the Chinese people talk about wine culture, they can't help but associate it with China's long-standing wine poems, historical allusions, and character anecdotes; Or simply equate the culture of wine with the culture of drinking, the culture of fighting wine and fighting wine. Regrettably, it is not possible to put into practice the inheritance of thousands of years of wine culture. Although people must call it "thousands of years of wine culture in Greater China", if you want to say why, you often say that the words are vague and unclear, and the most said is a sentence "Li Baidou wine poems". For consumers, wine culture reveals the metaphysical meaning of "unspeakable".
In the distillery, wine culture faces inexplicable embarrassment. You can occasionally find the figure of wine culture in the "century-old heritage history" of the winery, and you can also find some traces of it in a cultural wine launched by the winery. However, for the winery where sales are paramount, combing the wine culture, restoring the wine culture, and allowing consumers to experience the wine culture are laborious and sad things, and the wine culture is just a "free spokesperson" for the winery brand platform. When a new product is launched, talk about the history of wine; When the distillery does marketing activities, talk about wine culture...· It is rare to touch the skin of wine culture at these moments; It is almost impossible to think of its essence.
For more than a decade, I have spent most of my time abandoning everything and sinking into the ocean of wine. Collection, is a vast system of engineering. Small collections are pleasant, and large collections are laborious. If you sit on tens of thousands of collections and do not organize, archive, study, or disseminate, for me, it is disrespectful to the collection and disrespectful to wine culture. It is this more than ten years of deep thought in the collection of old wine that has given me a little understanding of wine culture today - Chinese wine culture must not be high and low, empty and empty, nor vulgar and shallow, vanity. The real wine culture should have evidence, temperature, and story, and such a wine culture conforms to people's hearts and is the beam of harmonious interpersonal relations.
Old wine collections – from drinking value to cultural revival
People who collected old wine more than ten years ago would never have thought that the collection of old wine in the past two years would be so popular. Looking at the development of old wine collections, we can clearly see the power of culture in it.
The collection of old wine originated at the end of the twentieth century, when people knew old wine, starting from the taste of old wine. A bottle of Moutai from the 1980s, after a long period of storage, by the end of the 1990s, its taste conquered the taste buds of many "drunkards". It should be said that the drinking value of the old wine collection in the initial period has received more attention.
From 2008 to 2014, it was the development period of the old wine collection. At that time, a number of professional old wine collectors began to emerge in China, and some professional old wine trading websites were also established. At this stage, the collection value of old wines has attracted more and more attention. The three books on the collection and culture of old wine that I personally published at this stage have for the first time magnified the dimension of Chinese wine to the level of culture and history in China, and have received great response. The promotion of old wine websites, old wine books, old wine auctions, and collectors has made the old wine circle begin to play its influence in the wine industry as a niche group at this stage.
I call this period from 2014 to the present the period of revival of wine culture. At this stage, CCTV and other media have repeatedly reported positively that domestic wineries have "married" with old wine collections, and old wine collection associations have been set up in full swing throughout the country, pushing old wine collections and old wine prices to another peak. Old wine is no longer just an alcoholic beverage that can be drunk and an investment product with appreciation potential, but also a traditional culture worth inheriting and spreading.
Nowadays, we find that more and more old hotel shops have been transformed into "old wine culture museums", and businessmen who once did old wine trading closely followed the culture, and transformed into ambassadors for the dissemination of old wine culture with their own collection experience and recognition of the history of old wine.
Not only that, riding on the east wind of "old wine collection", many wineries with history and heritage have begun to rely on the old wine culture to launch nostalgic and retro products. Luzhou Laojiao restored the old products of the "Cultural Revolution" period - "Workers and Peasants Brand" Luzhou Laojiao Special Qu (referred to as Gongnong Lute), which was produced in the archetypal generation of the 1970s and has a very high collection value in the old wine circle, a bottle of Gongnong Lute Old Wine produced in the 1970s, its reference price in the collection market is about 10,000-15,000 yuan.
In the collection world is very scarce earth fenjiu (its name is named after the fenjiu trademark on the earth pattern), its value is now recognized by the market, known as "the most beautiful vintage wine".
The promotion of collectors and the attention of wineries are a major feature of the revival stage of wine culture. More importantly, this industry has begun to have a professional wine culture institution, which takes the deep collection of old wine as the accumulation, studies the wine culture based on physical evidence, disseminates the wine culture with the thinking of new media and the Internet, and leads consumers to experience the wine culture in the form of creating a wine culture space. From the excavation of culture to the dissemination, and then to the operation of the business model, a virtuous circle of "drainage - experience - feedback - re-drainage" has been formed.
The old wine collection is a prelude to the return of Chinese wine culture
The biggest charm of the old wine collection is that it can not only be drunk, but also used as history
Memories with the times are preserved. The collection of different kinds of wine has a very positive effect on returning to the tradition of Chinese wine craftsmanship and protecting some lost wine varieties. By collecting wines from different eras, you can delve into the characteristics of the times and the history and culture. The collection of sake from different regions permeates the customs and customs of different regions, the tradition of sake brewing, and the cultural inheritance. The collection of different types of wine, in view of their artistic and aesthetic value, they are either classical and elegant, or ancient and rustic, and the beauty conveyed by different wine vessels is different.
In such an era when everyone calls for affection and is eager for the spirit of craftsmen, the old wine that has precipitated history should be the prelude to the return of traditional Chinese wine culture. In my opinion, such a real, warm, and story-like wine culture is most likely the next outlet for the transformation of China's wine industry.
Fortunately, we are in this era.