If you ask people who often drink, have they ever drunk iced liquor, I believe that 9 and a half of 10 people have never drunk it. Beer, foreign wine, champagne and other sparkling wines will be refrigerated or drunk with ice, but it is a consensus among Chinese people that cannot be drunk on ice.
In this summer, Luzhou Laojiao 's high-end wine Guojiao 1573 did the opposite, launched the pop-up store project nationwide, and jointly shot a micro-film with Mr. Fashion to vigorously promote "white wine ice drink" .
First of all, there is a certain scientific basis for not drinking white wine on ice:
First, Liquor is the only spirit liquor in the world that uses solid fermentation, and is very different from other spirit liquors. It has more flavor substances. The iced liquor will reduce the dissipation of flavor substances and weaken the flavor of the wine.
Second, After iced, white wine will reduce the stimulation of alcohol, but the amount of alcohol consumed does not decrease, making it easier to get drunk and is more irritating to the stomach and intestines.
If that is the case, why should Guojiao 1573 promote ice drinks with great fanfare?
To put it bluntly, it is a gimmick. Luzhou Laojiao has been in an awkward situation over the years. Last year, it was surpassed by Shanxi Fenjiu , and fell from the previous industry to the fifth place, which made Luzhou Laojiao very anxious.
Summer is the off-season for consumption of liquor. In order to increase summer sales and attract more young consumers, Luzhou Laojiao planned the concept of "drinking with ice on white wine".
But in terms of effect, it is just a thunder and raindrops. This concept of "uncommon sense" has not been recognized by consumers.
Guojiao 1573's ice drink is more like an pseudo-concept . It claims the best taste of ice is 12 degrees . It is difficult for ordinary consumers to control the temperature so accurately, and it is not much different from the lower limit of the optimal drinking temperature of liquor 18 degrees. is not very different.
In fact, as early as 2009, Luzhou Laojiao proposed the concept of white wine and ice drinks. This time the marketing is also considered to be "fried cold rice" .
It is worth mentioning that white wine ice drinks are not the first in Luzhou Laojiao. As early as the 1990s, Linhe Wine, one of the famous Henan wine "Zhang Baolin", was once popular. proposed this concept. It produced a strong-flavored white wine called Linhe XO, which is marked on the packaging box, and can be added with ice and water at will.
White wine ice drink is not the only attempt by Luzhou Laojiao to embrace the young group. In 2019, it also jointly launched the broken ice cream with the "Ice Cream Assassin" Zhong Xue Gao , and launched the "Drunk Breeze" milk tea with Tea Baidao , but now both products have been removed from the shelves.
Guojiao 1573's attempts can only be said to be a helpless move. The most profitable product of Luzhou Laojiao is Guojiao 1573, with a revenue ratio of more than 80%, but there are also many constraints:
First, 's own reason is that the cellar pool is limited, and the production capacity improvement faces bottlenecks.
Second, External competition is becoming increasingly fierce, and Moutai 1935, Blue and White Wine , Yanghe Meng 9, Jiugui Neiguan, Fenjiu Blue and White Wine 30 and other thousand-yuan white wines are all seizing the market.
In this case, we can only use some unconventional marketing methods to try whether it can bring more sales.
product marketing is understandable, but after all, the wool comes from the sheep, and these marketing expenses will eventually be distributed to each bottle of wine and the consumer pays the bill.
Is there any good wine that is not marketing? Of course, there is also
, but because it does not understand marketing, it is only praised by locals and rarely known by outsiders.
Just like this Mutaihoudao wine produced from Maotai Town . It was originally made of loose wine. Later, it was established with the help of national bartender Feng Xiaoning , and created the Mutaihoudao brand. Once launched, this wine was well received by Moutai Town wine lovers for its excellent quality and low price.
Mr. Feng is well-known in the sauce wine circle. He went to Moutai factory at the age of 18 and followed the old factory manager Li Xingfa to learn the brewing and blending of Moutai. Because of his outstanding skills, he and 8 people including Ji Keliang are known as the "Maotai Eight Immortals" .
Because Mr. Feng is technically born and has worked in Moutai Factory for more than 30 years, he stubbornly believes that only the quality of is the most important thing. only cares about improving the quality of worms, but ignores marketing and publicity.
In order to improve the quality of the wine, the raw materials, technology and storage time of this wine are all performed according to the Moutai standard .
raw materials are made of Renhuai local "Little Red Tassel" glutinous sorghum, amylopectin content is high and rich in various amino acids , making high-quality sauce wine indispensable. The
process uses the 12987 Daqu Kunsha process. It takes 165 processes to get the wine html 7 times, and it takes 1 years to complete the brewing process. After
, it must be put into a clay pot for 5 years and . During these 5 years, Mr. Feng made 7 rounds of wine 4 times to achieve a better drinking taste. After 5 years, he also had to add 8 to 10 years of to season before it was officially launched.
is precisely because of this rigorous brewing and blending that makes this wine soft, elegant and delicate, with a rich flower and fruity aroma and a long aftertaste. All those who have been drinking it say it has a "thorne-flavor".
Finally, let me explain to you that the optimal drinking temperature of liquor is generally 18 degrees to 25 degrees. The 12 degrees advocated by Guojiao 1573 is only 6 degrees lower than the optimal temperature, which is not outrageous.
, that’s all for today’s content. Have you ever drunk ice liquor? Welcome to leave a message in the comment area.
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