Mr. Liu Huozheng, an expert on ancient Chinese culture in China, said: "In ancient times, there was no distinction between honor and inferiority. After the grains are planted with wine, they will be honored with food and drink. " In this sense, civilization begins with wine. Since the Western Zhou Dynasty, wine was first used for sacrificial ceremonies, and almost "no ceremony without wine". "Ordinary people think pleasure, gentlemen think courtesy", and China has advocated drinking culture such as "different drinking, elegant wine table, artistic glass, orderly wine serving, proper bottle opening, proper wine pouring and different side dishes".
Throughout the ages, from princes to princes to common people, drinking is rarely for drinking. Even drinking at the morphological level mostly expresses the spiritual theme. It can be said that the wine culture in China is a social culture. Guests come from afar, and no wine is not enough to show affection; In its heyday, no wine is not enough to show pleasure; On the anniversary of the funeral, there are many wines that make him sad and heartbroken; Time flies, no wine is not enough to eliminate loneliness and sadness; Spring breeze is proud, and no wine is not enough to express pride. When the emperor ascended the throne, the world was at peace and he wanted to drink. General triumph, adopted son, he also want to drink; When people get food, they also want to drink water Wine has really become an indispensable spiritual thing for people to express their feelings, place their ideals, enhance friendship, expand their contacts and adjust their lives.
Today, people in the industry are more aware that liquor and culture are a natural fate, or that liquor itself is a culture. Therefore, in the construction of liquor culture, liquor has carried out a lot of exploration and practice with eighteen martial arts, and many wineries have created various liquor cultural factions in the trend of liquor culture.
Historical and cultural type: based on the production history of wine or historical allusions, masterpieces and celebrity culture. Such as Shuihu Liquor, Banqiao Banquet, Taibai Liquor and Dukang Liquor.
Regional culture type: based on the origin reasons, such as regional personality culture, places of interest, or regional history and culture or regional people. Such as Black Land, Xinghua Village, Maotai, LU ZHOU LAO JIAO CO.,LTD and Sauerbrak.
Wine cellar culture type: mainly promoting the manufacturing technology and long history of wine. Such as Daoguang 25, Fang Shuijing and restaurants.
Philosophical culture type: more embodies a kind of life value and philosophy. Such as abstinence, confusion, etc.
Emotional culture type: realize emotional sustenance, arouse brand concept and consumption concept, and integrate products and emotions, such as Jinliufu, Kongfujia, Qianqingjiu and Jin Shiyuan.
Folk culture type: mainly local folk characteristics, such as "Fu, Lu, Shou," wine, tribute food wine, Jinmantang and so on.
Hot spot culture type: At present, the "cultural hot spots" in the market are "taking doctrine" and "frying and selling now". Such as Tianxia Granary Wine, the legendary swordsman Wine, Liu Laogen and Dazhaimen Wine.
Conceptual culture: adopt innovative product concepts as product culture. Such as Ningxiahong, Tianguan pure wine, Angwei light milk wine and so on.
Prayer culture: expressing wishes in a positive and healthy way. Such as smooth sailing wine, bright future wine, Taiping shengshi wine and so on.
In short, liquor culture is varied, and some liquors are promoting several cultural concepts and creating various liquor cultures. To make consumers remember you, you must first let them feel your cultural orientation. There is a good saying: for wine making, it is really not only the whole grains and the springs of green mountains and green waters, but also the vitality of life and the soul of culture. Therefore, it is not uncommon to achieve big brands by promoting unique wine culture. From Confucian family to Jinliufu, from little muddleheaded fairy to alcoholic liquor, and then to Fang Shuijing to Shede, they are all strong brands leading liquor culture in a certain period.
The wine culture we are talking about is not an empty pseudo-culture from an aesthetic point of view, but essentially explores the development of liquor consumption, designs the most advanced cultural concepts, and leads the liquor consumption trend.
China brand alliance