Zhongxin Finance, February 14th (Zuo Yukun) "If you don't drink on weekends, your life will go in vain." In his spare time, he invites three or five friends to have a drink and relax, which has become a life entertainment that many young people like. Way.

　　Recently, the drinking and consumption places that are popular among young people, and the nightclubs that have always been the world of foreign wines, have begun to "new", and the famous liquors such as Maotai have been served.

　　The C position at the traditional banquet has crossed over to the home field of young players. Can it be played well?

Small bottles of white wine and foreign wine sold in the supermarket.

Photo by Zuo Yukun of China News Service

The rise of dancing and drinking liquor

　　Recently, a video of "Moutai with champagne makes people go up" circulated on social media. The young people in the video were dancing and revelling in the nightclub with Moutai liquor, and said that this is a popular way of playing in Shanghai nightclubs.

　　The reason why this video is attracting attention is naturally because for a long time, even in Chinese nightclubs, there are many kinds of foreign wines such as vodka, brandy, whiskey, rum, etc., and the popular domestic liquor is hard to find.

　　"I think there is no baijiu in nightclubs, mainly because the alcohol content is too high. Let's not talk about the problem of drinking two sips of small alcohol, everyone in the nightclub mainly drinks and dances, and they don't eat vegetables. Drinking baijiu will burn the stomach. !" There are young people who like to dance to Zhongxin Finance and Economics.

　　"High-level liquor is suitable for tasting, drinking slowly in small cups, and savoring the charm of liquor." As Song Shuyu, chairman of the China Alcoholic Drinks Association, said, such characteristics determine that nightclubs become the main venue for foreign liquors and do not sell liquor.

　　"But it is precisely because the nightclub only sells foreign wine that drinking Maotai in the nightclub has become a very good thing." The blogger "Full Score Laser Gun", who is keen to study nightclub culture, told Zhongxin Finance that he took out a bottle in the nightclub. Yege (a liqueur), no one thinks you are bully; but if you take out a bottle of Moutai, it will be different, even if it is the same price as Yege in nightclubs.

　　According to "Full Score Laser Gun", at the beginning of 2021, there are already a lot of people in my circle of friends who bring Maotai to nightclubs, and they are just the ones who "opened Ace of Spades (a luxury champagne) every day without blinking" before. people.

　　"Everyone knows that nightclubs can't bring their own drinks, and the ones who can bring them out are high-end customers who have a strong relationship and acquiesce in the store's executives." "Full score laser gun" said that the pursuit of the nightclub is that kind of A special sense of ritual, "When everyone has a 'Shenlong set' (top-level drink set in a high-end bar) on their decks, it's really not as good as a bottle of Maotai."

Data map: Wines of various ages.

Photo by Zhang Yao

Is it "not expensive" to buy Maotai in a nightclub?

　　Due to more and more people's pursuit of this special sense of ritual, recently, many nightclubs have begun to try to sell Maotai directly in the store.

　　"Although Maotai gives people a very expensive feeling, it is actually a bit 'cheap' for people who often go to high-consumption places like nightclubs." "Full score laser gun" calculated such an account: a bottle of The auction price of Moutai in 1971 was 103,500 yuan/bottle, which was equivalent to the price of a set of dragons in a nightclub; if calculated at the official price, the price of Feitian Moutai's 1,499 yuan/bottle was only a few more expensive than the cheapest wines in the store. Hundred.

　　"Nightclubs are at least 3-4 times the price of supermarkets, and nightclubs that sell 200 to 300 yuan can't wait to go up to 1,500 yuan." Xiao Cai (pseudonym), a staff member of a well-known nightclub in Beijing, told Zhongxin Finance and Economics, I have seen too many guests who spend money in nightclubs. The last thing that made me feel the urge to post on the Moments was "Someone opened a drink of 200,000 in one go".

　　In such a high-consumption place, how much will Moutai, which is already expensive, sell for?

　　According to the "full score laser gun", there are Maotai in the first-line nightclubs in Shanghai, Hangzhou, Chengdu, Chongqing and other places: "53 degrees Feitian Maotai is generally priced between 6888 yuan and 9888 yuan in nightclubs, and the most common price is At 8888 yuan, the target at this price is actually the Ace of Spades.”

　　A well-known nightclub in Beijing also held a national tide warm-up party on January 21, and recommended Moutai.

The limited-package 1L Moutai is sold in sets of three bottles, limited to ten sets.

　　"The Ace of Spades is already a 'bad street', and people need alternatives. This is why Maotai has been able to catch fire in nightclubs in the past year." "Full score laser gun" said.

Data map: A supermarket liquor area in Fengtai District, Beijing.

Photo by China News Service reporter Xie Yiguan

How young can Baijiu be?

　　"For young people, they may not like the traditional form of giving gifts with liquor or toasting, but they will actually drink it at a party." "Full score laser gun" believes that, just like many young people will like "older people" "Expression packs" and other retro elements, drinking Moutai will also bring them a cool feeling.

　　Young people have different perspectives on baijiu.

"For example, some people around me will become interested in Maotai in the process of buying funds. In the way of drinking baijiu, young people prefer to drink soft drinks, such as coffee and soda, rather than drinking directly. The taste is not too spicy."

　　In response to such a trend, traditional liquor brands such as Luzhou Laojiao and Wuliangye have taken steps to co-brand products and sign contracts with bars and KTVs. Fresh wines such as fruit dew and pre-mixed wines are also emerging one after another.

Liquor brands that focus on young users are even more active in attracting young user groups.

　　"In essence, there is nothing special about liquor as the base wine for bartending, and it has been around for a long time in history. However, as an enterprise, products should be constantly iterated according to user value, and the core is still around the user's experience in the scene. value, personalized value, and emotional value to continuously explore and develop." Pu Junqi, general manager of Jiangxiaobai Tavern, once said.

　　Liquor industry analyst Cai Xuefei once said that consumption of Moutai has become a cultural phenomenon. Young people drinking Moutai in nightclubs reflects the integration and evolution of traditional culture and fashion culture, which shows that Chinese liquor culture is infiltrating into young people as a whole.

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