China News Service, Chengdu, March 22 (Reporter Yue Yitong and He Shaoqing) There are a variety of special liquors that dream back to the Song Dynasty. Intangible cultural heritage rice wine is put into small bottles "only for tipsy", red wine is mixed with coffee to attack the preferences of the "new food generation", and beer is paired with it. The swinging lid eliminates the need to "drink", and the shape of the wine bottle transforms into a radio to attract attention... At the 110th National Sugar and Wine Fair and Spring Sugar Festival (referred to as Sugar and Wine Fair) being held in Chengdu, whether it is a time-honored brand or a new generation , from bottle design to taste innovation, Chinese wine companies are targeting new urban consumption patterns.
At the 110th National Sugar and Liquor Fair and Spring Sugar Festival being held in Chengdu, a wine company innovatively designed its wine bottle in the shape of a radio. Photo by China News Service reporter Yue Yitong
White wine is mixed with rose sugar, lime juice, concentrated lemon curd, and rose petals to create a cup of "Water Melon" with a rich taste that will delight the drinker. "Liquor cocktails are not new. Su Dongpo made homemade cocktails in the Song Dynasty." Xu Xin'er, curator of Dongpo Bistro, said that the tavern will bring "Shui Tiao Ge Tou" and "Dream Back to Dongpo" at this year's China Food and Drinks Fair. This is a baijiu cocktail based on Wuliangye. Consumers can try it for free after answering the Feihua Ling correctly. It is hoped that in this way, the ancient baijiu will become fans of the "new national trend" lovers.
Qingyu Winery, a subsidiary of Jinke Holding Group Co., Ltd., specializes in all types of wines. This trip to Chengdu has already received nearly 20 million yuan (hereinafter agreed) of intended orders, over 70% of which came from a variety of low-end wines developed by the winery last year. Tempo wine: Coffee-flavored and black-tea-flavored grape sparkling wine has a novel taste, with an alcohol content between 3 and 6 degrees, and is mainly packaged in cans. Yuan Feng, vice president of the company's agricultural and food division, said that the above-mentioned new products hope to break the public's impression that traditional wine is more "business" and "you can feel tipsy by opening a can anytime and anywhere."
At the 110th National Sugar and Liquor Fair and Spring Sugar Festival being held in Chengdu, young people gathered in front of the trendy beverage exhibition area. Photo by China News Service reporter He Shaoqing
Empowered by labels such as Yueji and Weijiao, China's low-alcohol wine market is currently growing, setting off a new round of consumption craze. According to iiMedia Consulting data, China’s low-alcohol wine market size is expected to be approximately 634.1 billion yuan in 2023. Yuan Feng believes that the market response has given enough positive feedback to the low-alcohol trendy wine track. “Only by innovating categories and attracting more people to drink wine can we make the market pie bigger.”
Zhang Yangqi, a native of Chengdu, runs a tavern. He has been busy at the sugar and wine fairs these days, and plans to find about 20 low-alcohol trendy wines to "new" the tavern. He said that many customers enjoy the tipsy atmosphere more than the drinking itself, so they prefer low-alcohol trendy wines with good-looking packaging and low alcohol content.
At this China Food and Drinks Fair, many wine companies are also focusing on the bottle, setting off "brainstorming" on packaging design and capacity.
"Most traditional rice wine comes in 500ml large bottles, but now many people just drink at gatherings to get tipsy, so we launched a 245ml small bottle for lightweight drinking scenarios, and printed the words 'Stupid' and 'Cute' on the bottle. ." Lang Rui, the inheritor of rice wine making skills in Daizhou, Shanxi, said that in addition to transforming the wine bottles, she also brought innovative rice wines with green orange flavor and honey ginseng flavor to this sugar and wine fair.
The swing-top beer bottles at Fujiaburg Craft Beer Exhibition Area are favored by dealers. Yu Yue, the person in charge of the exhibition area, told reporters that this bottle cap can be opened and closed at any time and has good sealing performance. It solves the problem of drinking beer after opening it. Empty bottles can also be recycled and are very popular among consumers. "Currently, companies from South Korea and New Zealand are contacting us, and their intentions are relatively high."
According to Wang Yi, a professor at the School of Business Administration of Southwestern University of Finance and Economics, targeting new urban consumption in new bottles and new wines reflects that wine companies have shown a more proactive and exploratory attitude in the face of market competition and changes in consumer demand. This attitude is not only reflected in the innovation of traditional packaging, but also extends to multiple dimensions such as product innovation, brand positioning, consumption scenarios, services and marketing strategies. As consumers' demands for health, personalization, experience, and fun are increasing, wine companies need to achieve an organic combination of products, services, and experiences, and adopt flexible and forward-looking strategies to achieve sustained long-term growth. (over)