A person may go to many places in his life, and there will be many dense zazas in his memory. There is always something that evokes your memory of a place, perhaps a person, a street, or a special event. ...It is more of the stimulation of the sense organs by ordinary small things, a shout, a taste, a scene.
Those memories that are submerged in miscellaneous vulgar thoughts, occasionally triggered, you will restore your feelings, and that place will be like a soup base that is turned up, evoking your different tastes.
Wusu beer seems to be such a trigger. Friends who have lived in Xinjiang or have been to Xinjiang may not have been to Wusu, but they don’t know Wusu beer, Wusu Beer evokes people's memories of Xinjiang.
As Xinjiang’s No. 1 beer brand, Wusu Beer sold more than 400,000 tons of beer in 2018, equivalent to 1 billion bottles.
More than thirty years ago, in 1986, Wusu City, Xinjiang was born Wusu Beer, with an initial annual output of only 5,000 tons. For more than 20 years since then, its sales have been hovering between tens of thousands of tons, which is a particularly niche brand.
in the nineties,In addition to Xinjiang Beer, Wusu Beer, and Luyunbao Beer, each state or region has its own brands in Xinjiang’s market, such as Shawan Beer, Changji Beer, etc. At the end of 1998, there were 22 beer companies in Xinjiang, but the industry was concentrated. Very low.
Now these real estate beers only remain in people's memory, and only Wusu beer stands out and has been the only one in the Western Regions for many years.
Time back to 2004 from Denmark’s acquisition of the world’s fourth-largest brewing group Su Carlsberg Beer Co., Ltd. Xinjiang Span3 Span1 Span1 Span 1
At that time, the Xinjiang beer market has always been a competition between Wusu beer and Xinjiang beer. The former dominates northern Xinjiang, and the latter dominates southern Xinjiang and acquires Wusu beer. This is another change for Carlsberg. The massive acquisition paved the way.
In June 2005, Lanjian Jianiu, a joint venture between Carlsberg and Sichuan Lanjian, acquired 46.09% of ST Xinjiang Hops Co., Ltd. (hope for short) at a price of more than 12 million yuan.
Hops (ST) is not only the main supplier of Xinjiang hops and beer barley, but the company’s Xinjiang Beer is also a flag of regional beer.
Incorporating hops (ST) into the bag has become Carlsberg's top strategy to open up the upstream and downstream industrial chain of beer production. Public information shows that my country’s hop production ranks third in the world and first in Asia. Xinjiang’s production accounts for nearly 70% of the country’s total production. Hops (ST) is Xinjiang’s largest hop production enterprise. Therefore, after Carlsberg acquires hops (ST), it has obtained the dominant power and has a say in the national hop raw material market.
The two acquisitions of Carlsberg in Xinjiang have integrated Wusu Beer and Xinjiang Beer, creating the largest beer production enterprise in Northwest China.
With the support of Carlsberg’s sufficient financial resources and resources, the local brands such as Wusu Beer, Tianshan Beer and Xinjiang Changji Beer were swallowed. . Today, Yiqi Juechen has rushed out of Xinjiang and established nearly 10 production companies across the country in the past two years. Its product sales channels cover more than 30 provinces and cities, and it has become one of the beer brands with faster growth in cross-regional marketing of local beer brands. , And quickly became a "beer internet celebrity."
If capital is the engine of the rise of Wusu Beer, its unique "Xinjiang" heritage is the foundation of its success.
Consumers like to pursue fashion trends and are bored with the old. The more unique things are more likely to be accepted by them.And Wusu possesses such unique connotations, conditions and anomalies. For Xinjiang, most people have a more obvious desire to explore and pursue, and there is also a regional cultural cognition including magic, beauty, and vastness. When they hear that it is a beer from Xinjiang, they will naturally want to taste something new. feel.
Therefore, geographical location is also a very important mental resource. It is precisely because Xinjiang’s unique geographical location and cultural uniqueness have strengthened the uniqueness of Xinjiang beer. Without the geographical concept of "Western Regions" and "Xinjiang", it would be difficult for Wusu Beer to succeed.
Secondly, Wusu beer also reflects the reality of Xinjiang people.
Usu beer has a large capacity and can be filled with a lot, one bottle tops two bottles, or even four bottles. High-end beers such as Budweiser , Heineken , Qingdao and other high-end beers are mostly 155mL small bottles, and the market base price starts at 10 yuan. For consumers with a large amount of alcohol, it is like "burning money". In terms of capacity, Wusu beer is "excellent value for money", and one bottle is enough to make you enter a slightly drunken state, which embodies the reality of Xinjiang people and is worthy of the name "Da Wusu".
In addition, domestic beers are basically industrial beers, partly to cater to the taste of the masses, partly to reduce costs, the degree is getting weaker and weaker, all with alcohol content ≥3%vol, wort concentration ≥8 About °P, this beer has less foam,The taste is faint and the flavor is not very good.
Usu has an alcohol content of ≥4%vol and a wort concentration of ≥11°P. The taste is mellow and rich, which is unique and unique, as Guo Degang often said, "It depends on it." Set off by peers".
B station, search for the keyword "Wusu", the most watched video is from a fan that has more than 8 million fans. "I heard that a bottle of Wusu beer can make you drunk? 》
In the Internet, Wusu Beer’s Logo "WUSU" was abruptly "played" by netizens, and it was pronounced as "NSNM" by everyone. ", the extended meaning is: drink you to death, to see who is powerful, it means "to fight wine", and it also reflects the sturdy style of Xinjiang people.
"It turns out that this Wusu can not only get drunk, but also has a life." This stalk spreads more and more, echoing the folk nickname of Wusu Beer, "Deathing Wusu". This interpretation undoubtedly added another topic, which further aroused the resonance of netizens and accelerated the spread.
Because of the label of "Xinjiang characteristics", Wusu beer started to drink, pour, and drink.Make it a category that can mobilize the guests' initiative in drinking, Wusu beer carries the atmosphere of Xinjiang culture, and enthusiasm also affects people's concepts.
"Large capacity, strong wine, three bottles of pouring, Xinjiang characteristics" caters to consumers' psychology that likes to compete for wine power, and at the same time shapes the differentiation of its brand.
Usu beer also extends many new ways to play, which greatly enriches its extension: steaming bun toast with beer leavened dough, it is a soft and sweet, more beer chicken, The good taste of beer duck, as well as the air-dried meat boiled with Usu beer, is all greasy and the meat is more fragrant. As an autonomous region-level festival, Xinjiang Wusu Beer Festival gives people a reason to carnival.
Along the way, the taste of Wusu beer has cultivated Xinjiang people’s taste of beer when they close their eyes. The taste touches too many memories and love and hatred!
So Wusu beer is the wine of old friends! This cup is made for the happiness of the moment and for the nostalgia of the past.
Source: Transportation 918
Editor: good word
review: Final beginning of the heart: Wang Jin
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