Since the trademark was approved and registered in 1937, the trademarks of Changyu Jiebaina have gone through exactly 85 years and are still in their prime.
From China’s first bottle of dry red to the world’s best-selling wine blind tasting competition champion, from a domestic product to a super-large product that sells in more than 30 countries around the world, Changyu Cabernet, which has been inherited for more than 90 years, has made waves in the wine world. Never stops.
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The legendary road of China’s No. 1 dry red brand
In 11931, Changyu third-generation winemaker Badisdoqi used the self-selected Snake Dragon Pearl grape as the main raw material to brew China’s first bottle of dry red. Xu Wangzhi, who is the general manager of Changyu, was inspired by Changyu founder Zhang Bishi's business philosophy of "bringing the sea to embrace all rivers" and named it "Jie Baina ", thus starting the legendary story of China's No. 1 Dry Red.
On August 31, 1936, Changyu Company submitted a "Petition for the Creation of Exclusive Trademark Rights" to the Trademark Office of the Ministry of Industry of the Republic of China Government, intending to use the "Jie Baina" trademark for the 30th Implementation Rules of the " Trademark Law " For wine products in the 38th category of Article 7, 10 trademark coloring patterns and two printing plates must be submitted.
On June 28, 1937, the Trademark Office approved Changyu Company's registration of the "Jiebaina" trademark, with the registration number being No. 33477, and the approval manuscript number being No. 26407. No. 26407 "Trademark Office Approval Manuscript of the Ministry of Industry" currently in the China Second Historical Archives in Nanjing shows that the examiner's signature is "Chen Qinghuai", the section chief's signature is "Liao Shilun", and the director's signature is "Yu" - that is, Yan Shenyu, This person was the Director of the General Affairs Department of the Ministry of Industry and Director of the Trademark Office at the time, and later served as Director of the General Affairs Group of the National Economic Construction Movement Committee, Political Undersecretary of the Ministry of Agriculture and Forestry, and Executive Undersecretary of the Ministry of Health.
"Jiebaina" trademark registration review draft
The 143rd issue of the "Trademark Bulletin" published on August 1, 1937 published the coloring pattern of the Cabernet trademark that Changyu Company was approved to register. This set of trademark patterns was used until the mid-1980s. The fourth generation of Cabernet produced has only been fine-tuned in individual details.
Changyu Cabernet is "China's first bottle of dry red" with precise documentation. In 1939, "Brewing Magazine" published "Analysis of Changyu Wine and Comparison of Wines from Various Countries" written by Sun Wei, director of the laboratory of Changyu Company. The Appendix 1 "Composition List of Changyu Red and White Wine" shows that the ingredients of Cabernet red wine The sugar content is 0.03g/100cm3, which is 0.3g/L when converted to today’s common units. In other words, at least in 1939, there were clear physical and chemical index data showing that Changyu Cabernet is a standard dry red, and All physical and chemical indicators are not inferior to imported wines such as French Bordeaux, Italian Chianti, and German Mosel. proves that Changyu Cabernet has become a representative domestic product that can compete with foreign wines.
Ingredient list of Changyu red and white wine recorded in "Brewing Magazine"
In fact, with its excellent quality, Changyu Cabernet went abroad in 1932. According to the 1932 "Yantai Changyu Brewing Company 40th Anniversary Commemorative Book" listed " "Overseas Agency Bank" city directory, Changyu Company's overseas agency bank at that time had expanded to Vladivostok in Russia.
In 1937, the "Overview of Yantai Changyu Grape Winemaking Company" published in the first issue of "Chemical Industry" magazine recorded that Changyu Cabernet Dry Red and other wines were "marketed in major domestic commercial ports such as Nanjing, Beiping, Shanghai, Qingdao, In addition to Guangzhou, Shantou and other places, it is also shipped to overseas places such as Singapore ( Singapore ), Nanyang Islands, Honolulu and other places."
The popular film and television drama "Forerunners", set in Shanghai in the 1930s, tells the story of determined revolutionaries who sneak into the enemy's interior, use their blood to open up the way forward, and find the hope and light of the nation.Changyu Cabernet appeared many times in the play: for example, when Ma Tianmu, played by Zhang Luyi , signed a contract with the boss of Biel Matheson, Changyu Cabernet was on the table; Nie Yuan played Changyu Cabernet Tang Xianping, director of the Shanghai Detective Department, drank a celebratory wine with Ma Tianmu, and he also chose Changyu Cabernet. Ma Tianmu specially prepared a bottle of Changyu Cabernet as a birthday gift for the chief... Changyu Cabernet is popular in Shanghai. The grand occasion is evident.
The film and television drama "Forerunners"
In the early 1980s, under the leadership of China's first-generation female winemaker Chen Puxian, Changyu established the Cabernet Dry Red Central Laboratory, and on the basis of inheritance, they improved and understood the craft formula of Cabernet. It ends the long history of lack of core technology in China's mid-to-high-end wines.
China's first generation female winemaker Chen Puxian (left)
"People's Daily " published the report "Maintaining Old Famous Brands and Innovating High Quality - The Past and Past of Yantai Changyu Grape Wine Company" in 1983, describing Changyu Cabernet Dry Red Said: "Chinese wine expert Zhu Mei gave a very high evaluation after tasting it, saying that the Cabernet dry red wine has a beautiful taste, similar to the famous French Bordeaux red grape wine. After the West German wine expert visited and tasted it, he said: 'This kind of wine is as good as in West Germany. If it is listed in Germany, it must be a high-quality wine and will be welcomed."
With the improvement of people's living standards, the "dry red fever" set off in Chinese society in the mid-1990s, and Changyu Cabernet became China's top wine. The most eye-catching wine on the table. On May 25, 1998, the twelfth page of "People's Daily" published "Dry Red: When Will It Be Red?" " wrote: "During the Spring Festival this year, Changyu dry red wine, which currently ranks first in dry red sales, was out of stock in Beijing, Fujian, Shandong and other places. The popularity of dry red wine reflects the development of our country's food culture in a healthier direction."
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The winner of the "Global Best-Selling Wine Blind Tasting Competition"
At the same time, on the international stage, Changyu Cabernet has also won many world awards with its unique Chinese flavor. In 2008, Changyu Cabernet was selected into the "Global 30 Top Wine Brands" at the 9th SIAL International Food and Beverage Exhibition, becoming the only wine brand in Asia to win this honor; in 2019, Changyu Cabernet was selected by Singapore's " Lianhe Zaobao " was rated as "TOP1 Asian Red Wine Brand"; in 2020, at the "Global Wine Best-Selling Single Product Blind Tasting Competition" hosted by the British "Drinks Business" magazine, Changyu Cabernet Dry Red from France , Italy, Spain, Germany, Australia, Chile , Argentina , the United States and other countries, stood out among the world's best-selling red wine brands, and won the first place with a score of 90 points.
Changyu Cabernet won the
2020 "Global Wine Best-Selling Large Single Product Blind Tasting Competition" championship
"We tasted 13 well-known and best-selling wines from all over the world, and I gave Changyu Cabernet the highest score." Owned by the world Patrick Schmitt MW, the editor-in-chief of Drinks Business with the title of Master of Wine (MW), said that the score he gave to Changyu Cabernet is consistent with the score he gave to the Chateau Margaux of the 1961 vintage.
As Drinks Business magazine said in a report titled "BATTLE of the giants", in the mass wine consumption market with many famous brands, Changyu Cabernet, a bottle of Chinese wine, is more worthy of being placed on retail shelves. superior. Today, Changyu Cabernet has entered more than 30 countries around the world and more than 5,000 stores in Europe, becoming a popular "Chinese taste" on the world's dining tables. On Facebook, instagram, and Twitter, many foreign consumers are keen to post photos of tasting Changyu Cabernet and marvel at the beauty of Chinese flavor.
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focuses on the banquet track and becomes the "second bottle of wine for Chinese banquets"
In the history of Chinese business, there are only a handful of brands that are still active in the public eye after 85 years. As the most classic and best-selling wine in the Chinese wine market, Changyu Cabernet is fully targeting the biggest scene - banquets, leading the new trend with a mainstream choice.
At the beginning of this year, in order to implement the "Three Focus" strategy, fully release potential and vitality, let professional people do professional things, and effectively meet the consumer demands of different groups of people, Changyu decided to reform the sales system and established six major sales divisions. , among which the Cabernet Sales Division is responsible for the product marketing work of Cabernet.
In order to make the Cabernet brand bigger and stronger and consolidate the market position of the global super large single product, Cabernet Sales Division adopts the product strategy of "holding high and hitting low with high": the main product is N398 , the raw materials are produced from grapevines over 15 years old in exclusive vineyards, and the best harvest period is tested with 6 major standards and 20 indicators to ensure that each grape enters brewing in the best condition. From grape harvesting to official release, each bottle of Changyu Cabernet N398 takes 4 years. After 16 processes, 120 standardized treatments, more than 500 tastings and more than 1,000 indicator analyses, can finally reach the consumer or dining table.
In addition, Changyu Cabernet also focuses on the banquet scene. On this track, Cabernet Sales Division continues its marketing actions, from brand cultural IP, innovative cross-border, celebrity marketing to advertising, integrating products and banquets. The scene forms a strong binding and continues to convey to the target consumer group the concept of "for banquets and red wines, choose Changyu Cabernet", promoting it to become "the second bottle of wine for Chinese banquets".
In terms of cultural IP, is mainly focused on creating the "Night-night banquet with fine wines" IP, digging into China's extensive and profound banquet culture, continuing to tell various banquet scenes and the human worldly stories behind them, and building Changyu Cabernet into Chinese banquet culture representative. For example, during the traditional Chinese festival - Mid-Autumn Festival , Changyu Jiabaina teamed up with the well-known UP host of Station B, Twenty-Four Music, to tell the long history and culture of Chinese wine with the "Nightless Banquet" of the prosperous Tang Dynasty. Many positive reviews.
In terms of innovative cross-border innovation, Changyu Jiabaina has cooperated with Bojue Travel Photography , wedding preparation conference, Wedding Expo , Civil Affairs Bureau and other platforms and institutions to target the wedding banquet crowd and carry out various forms of activities to carry out precise planting. Form a strong association between the happy scene of the wedding banquet and Cabernet, effectively seizing the minds of the wedding banquet crowd.
In terms of celebrity marketing, Changyu Cabernet also "does not give up on the popular ones": for example, it has teamed up with Li Jiahang, Li Sheng and his wife, the immortal god Zhong Hanliang, double movie queen Hui Yinghong and other popular stars to tell the brand story and enhance the brand style. and value. At the same time, Changyu Cabernet is also the designated wine for the Cultural Week of the China Golden Rooster and Hundred Flowers Film Festival. It has witnessed the popular moments of Chinese movies on the same stage with many celebrities and has attracted countless fans.
In terms of advertising, Changyu Jiabaina is also remarkable. For example, during the May Day, National Day, and Spring Festival, which are prime periods for wine sales, Changyu Cabernet Sales Division launched visually impactful focus ads in many cities across the country, placing them in key locations such as selected residential elevators and popular business districts in the city. , covering the target audience of Cabernet's key cities, igniting the brand's popularity with all-round and high-frequency exposure, and subtly strengthening consumers' awareness of Cabernet's banquet wines.
With the improvement of people’s quality of life and the cultural confidence brought by the surging national trend, wine, as an international trendy drink with its own healthy and fashionable attributes, will undoubtedly win the favor of more people. People are looking forward to what kind of starry sea Changyu Cabernet will create, China’s number one dry red brand.
