Young and fashionable Guojiao1573 goes with summer!
Text | Liquor Wolf Team
Editor | Yu Xiaomei
In the hot summer, cold beer has begun to replace liquor and gradually become the mainstream of consumption, which is the case year after year. Will there be any changes this year because Guojiao 1573 “ices” itself up?
Recently, Guojiao 1573 teamed up with fashion gentleman Esquire to release the creative micro-movie "Ice·JOYSHOTEL", which is a precursor to Guojiao 1573's new 12°C ice-cold experience.
"Ice·JOYSHOTEL" is inspired by the rich and three-dimensional taste levels of ice liquor. In three surreal setting spaces, the triple taste of iced Guojiao 1573, which is cool, smooth and long, is visualized and artistically embodied. An adventure in a wonderland...
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"Guojiao 1573" tastes best when its body temperature is 12℃?
It is understood that Guojiao 1573 started the "iced mode" as early as 2009 and took the lead in proposing a new tasting proposition of "ice drinking fashion". Even today, this proposition is not new.
In 2018, "Ice Drink Fashion" was upgraded to "Ice JOYS", connecting online and offline, and focusing on the three characteristics of fashion, youth and entertainment.
In 2019, "Ice·JOYS" was upgraded again, inviting Wang Qianyuan, Huang Jingyu, Huang Jue to perform "Ice·Mr. JOYS's Fantasy".
At that time, Luzhou Laojiao said that taking the fun of ice drinking to the extreme was a necessary attempt for Chinese liquor to truly become international.
In 2020, Guojiao 1573 gives ice JOYS an advanced interpretation in the way of ice and fire. The linkage art allows consumers to experience the charm of Guojiao 1573’s ice drinks.
In 2021, a micro-film "The Way of Ice and Fire" jointly presented by Chinese rock music Godfather Cui Jian and Guojiao 1573 was officially released online.
A senior person in the industry once pointed out that Guojiao 1573 has already taken the stance of keeping the ice cold until the end!
The return of "Ice·JOYSHOTEL" this time is another powerful proof.
Is the chilled Guojiao 1573 more quality and attractive?
As we all know, drinking liquor with ice is "non-mainstream", and not all liquor can be chilled. Only high-quality liquor is suitable for drinking with ice.
One of the keys to Guojiao 1573’s ambition to create and lead the “ice drink trend” is: “Guojiao 1573 can be chilled, and is more suitable for drinking after chilling.”
According to media reports, national-level wine tasting masters have discovered through repeated experiments , through chilling, the original mellow aroma of Guojiao 1573 is gathered again, the wine body becomes more balanced and the taste becomes more mellow. When the wine body temperature is 12℃, the taste reaches its best.
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Guojiao 1573 is accompanied by summer, fashion and youth are more important!
Guojiao 1573 has the best taste at 12℃!
This is regarded as "an innovation" by industry insiders. Except for Luzhou Laojiao, few companies have explored the deep connection between temperature and taste. Everyone focuses on the excellence of the brewing process, but ignores the importance of innovation.
Industry experts believe that Luzhou Laojiao uses Guojiao 1573 as the "pioneer" to launch a fierce offensive in the summer market. One of its purposes is to keep the off-season going and boost the summer sales of Guojiao 1573, but this is not the point...
The reason behind Luzhou Laojiao's large-scale promotion of the "ice drink trend" is to show the innovative spirit of the company and at the same time, let young consumers see Luzhou Laojiao's youth and fashion as a liquor brand.
As expressed by Luzhou Laojiao, it is committed to promoting the way of drinking liquor on ice in order to guide the emergence of diversified drinking trends and enrich the product connotation of Chinese liquor.
At the same time, this is also one of the ways to lead the trend of high-end, fashionable and international Chinese liquor, and one of the ways to make traditional Chinese liquor truly have the characteristics of the times.
In one sentence, while Chinese liquor “emphasis on tradition and culture”, it must also explore “new highlights”, respect, revere and inherit tradition while also looking towards the new.
Luzhou Laojiao's iced liquor was born under this background, using "newness" to help Chinese liquor develop forward and advance into the international market.
Today, when consumer demands are increasingly personalized and diversified, Guojiao 1573 uses the youngest language to describe the wonderful taste of Luzhou-flavor liquor and the rich connotation of Chinese liquor culture, subverting consumers' inherent impressions and breaking through their imaginations time and time again. boundary.
This is worth imitating, not imitating the coldness, but imitating the creativity!
Experts pointed out that from quality building to brand promotion, liquor innovation is a top priority. If you keep following the "old road", you will neither see the scenery of the new road nor reach the other side.
This summer, consumers may not hang around the “frozen” Guojiao 1573, but at least they will recognize Guojiao 1573’s creativity and affirm its youthful and fashionable image!
