In 1951, Moutai Distillery was officially established. A year later, a company called " Jiulongjiang Winery " was also opened in Kinmen. This was the predecessor of Kinmen Winery .
At present, the Kinmen Sorghum Liquor produced by Kinmen Distillery has become synonymous with liquor in Taiwan, China, and its market share in Taiwan is as high as 87%.
Moreover, Kinmen Kaoliang Liquor, Alishan and Sun Moon Lake are also known as Taiwan's Three Treasures.
As one of the symbols of Taiwan, China, Kinmen sorghum wine is a great gift that Taiwanese political dignitaries carry when they visit abroad.
Today, the brand and quality of Kinmen Kaoliang Liquor are gradually becoming well-known to the mainland people. From entering the mainland market in 2004 to holding investment fairs in many mainland cities in 2018, it has continued to adapt to the consumption characteristics of the mainland market. Kinmen sorghum wine may become popular in the wine industry as the nationalization process of "Da Qing Xiang" accelerates.
01. Strength and hard goods lead to imitation and other marginal effects
The "famous" Kinmen sorghum wine has also attracted many "imitators" in recent years. The general strategy of these "imitators" is basically to mislead consumers into thinking that "Taiwanese sorghum wine" or "Kinmen sorghum wine" are produced in Taiwan or Kinmen wineries in the mainland. Most of these so-called local wine companies in Taiwan are little-known companies registered in Taiwan or Kinmen, and they were established very recently. Some even just register a company in the mainland with a Taiwanese place name.
This is almost the same as some well-known alcohol brands in mainland China being imitated. The emergence of this phenomenon is all due to the strong brand power and quality support of Kinmen Kaoliang Liquor.
It is understood that sorghum wine is also produced on Taiwan's main island, but in comparison, Kinmen Island's natural environment is more suitable for the making and brewing of sorghum wine. Kinmen is located at 24.5 degrees north latitude. The pleasant natural climate, precious geological water sources, high-quality brewing raw materials, special aging containers and unique cellar environment constitute the brewing ecology of Kinmen sorghum wine. Therefore, Kinmen has become the largest production base of "Taiwan Kaoliang Liquor" and the origin of the "Kinmen Kaoliang Liquor" brand.
In addition to the unique environment, Kinmen sorghum wine adheres to pure grain solid-state fermentation, fully absorbing brewing techniques from various parts of mainland China, and combining Kinmen's unique local climate and raw materials to create a unique brewing process.
Its mellow aroma and unique flavor are deeply loved by local and mainland consumers. It has recently enjoyed a reputation on both sides of the Taiwan Strait and even internationally. It is becoming an important force in China's liquor industry with its "authentic Taiwanese flavor".
After more than 70 years of development, the annual production capacity of Kinmen sorghum wine has reached 25,000 tons to 30,000 tons, with annual sales of more than 3 billion yuan. Kinmen Kaoliang Liquor has also been labeled as "Taiwan Moutai", "Light of Taiwan Brand", "Wine of Peace" and "Wine of Friendship", becoming the well-deserved number one liquor brand in Taiwan.
02. The rise of great fragrance Kinmen sorghum may enter the fast lane of development
Judging from the brewing process of Kinmen sorghum liquor, it is a typical fragrance liquor.
It is understood that Kinmen sorghum wine adopts the "steaming and cleaning twice" process. Steaming refers to the process of steaming the sorghum raw materials separately without adding new grains to the fermented grains. "Second clearing" means that after the sorghum is cooked and cooled, koji is added, fermented, and the wine is steamed. After distillation, the fermented grains are added with koji, fermented, and distilled again, and finally the grains are discarded. That is, the fermentation and distillation process is repeated twice, without simultaneous Mixed cooking process of steaming grain and steaming wine. The emphasis is on "steaming and burning" of the raw materials. From this process, it can be seen that Kinmen sorghum wine is a typical light-flavor wine process.
However, since Taiwanese or Kinmen sorghum wine exported to the mainland does not need to comply with the mainland’s product standards, the wine label will not be marked with “such and such flavor”, and there is no light-flavor liquor product label: GBT10781.2. . Therefore, many wine drinkers are not very aware that Taiwanese sorghum wine or Kinmen sorghum wine is a light-flavor craft liquor.
Today, the light-flavor category is gradually developing and growing, driven by leading companies such as Fenjiu , Niulanshan, Red Star Erguotou , Jiangxiaobai . The industry believes that, driven by famous wines, the Qingxiang army has full stamina, and the product positioning will be more reasonable during structural adjustment. Qingxiang may become another big trend after Maotai wine.
In addition, the current product structure of light-flavor liquor is also changing, from mid- to low-end products to mid-to-high-end products. With the accelerated pace of consumption diversification and internationalization, emerging consumers have gradually become the mainstream group of light-flavor liquor, and the consumption atmosphere of large-flavor liquor is increasingly Strong, further accelerating the process of national layout.
Therefore, under the guidance of this round of development boom of fragrant liquor, Kinmen Kaoliang Liquor with good brand and quality endorsement may enter the fast lane of development.
03. With unique differentiation, Kinmen Kaoliang Liquor accelerates market layout
Although light-flavor liquor is currently entering a stage of rapid development, how to highlight its own advantages and stand out from many products?
As we all know, the homogenization of liquor is the development proposition of the liquor industry at present and even in the future. The homogeneity of products in the liquor industry is not only restricted and affected by historical and traditional factors, but also related to the general lack of innovation capabilities of self-reinvention among liquor companies.
In the current increasingly fierce competition in the wine industry, having unique differentiated advantages has become the key to victory. The most differentiated and competitive advantage of Kinmen Kaoliang Liquor is its unique "Treasure Island Taiwanese Flavor". This unique advantage will also become the "stepping stone" for Kinmen Kaoliang Liquor to explore the vast mainland market.
It is understood that Kinmen Kaoliang Liquor has begun to accelerate its layout in the mainland market.
Since 2004, Kinmen Kaoliang Liquor has entered the mainland market and established a wholly-owned subsidiary of Kinmen Winery in mainland China: Kinmen Winery (Xiamen) Trading Co., Ltd., which is responsible for the operation of Kinmen Kaoliang Liquor in the mainland area.
Since then, the turnover of Kinmen Kaoliang Liquor in mainland China has increased by 50% every year. In 2010, Kinmen Kaoliang Liquor Company stated in an interview with the media that this increase rate is not fast enough, and it plans to achieve an annual turnover of 1 billion yuan in the mainland market in the five years from 2012 to 2016.
However, just when Kinmen Kaoliang Liquor opened its fourth mainland direct sales store, its sales in 2013 were affected by mainland policies such as controlling three public consumption . Sales of high-end wines and gift box wines declined, but the general drinking series of wines However, the sales volume of the product has increased instead of falling.
Therefore, Kinmen Kaoliang Liquor, which has always insisted on taking the high-end route in mainland China, has also begun to adjust its wine price strategy and launched the Double Dragon series of general wine drinks. With its affordable price of less than 200 yuan and a mass capacity of 500 ml, it is committed to To create the mid- to low-end market.
Later in 2018, Chen Yanren, general manager of Kinmen Liquor (Xiamen) Trading Co., Ltd., said in an interview with the media: "Kinmen Kaoliang Liquor will try to develop differentiated marketing concepts and product configurations based on the different characteristics of consumers in various provinces in the mainland. In 2018, gin will focus on cultivating the small bottle market, aiming to make the product younger and cheaper, and occupy a favorable position in the trend of small bottle liquor becoming the highlight of the market. At the same time, some mainland markets prefer low alcohol and soft taste. characteristics, gin will upgrade its products and launch pure glutinous sorghum wine and low-alcohol sorghum wine with a softer taste to create a new force in sales, giving gin more elements, more vitality, and stronger market competitiveness
. In addition, Kinmen Kaoliang Liquor has gradually changed the idea that Taiwan does not sell alcoholic products online, further expanded sales on mainland e-commerce platforms, seized the opportunities of the times, and achieved good results on e-commerce platforms such as , Jingdong, , etc.
At the same time, since the end of 2018. At the beginning, Kinmen sorghum wine launched a tour of product appreciation in nine prefecture-level markets in mainland China: Qingdao , Jinan, Hangzhou, Guangzhou, Zhengzhou, Nanchang , Luoyang , and Nanjing. Today, Kinmen sorghum wine has achieved good results. The market layout of sorghum wine in mainland China is continuing to advance.Wang Chuancai, chief expert of Chuancai Strategy Think Tank, once said: "A super brand with 87% market share in Taiwan, a peaceful wine that 'turns swords into plowshares', and a famous Chinese wine that inherits the blood of Chinese culture, its future market growth is worthy of Looking forward to it.”
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