Thoughts on the classic and fashionable consumption of Shaoxing rice wine

Make the classic more classic, and make the fashion more fashionable.

From the Ming and Qing Dynasties to the end of the 20th century, Shaoxing rice wine has been sold all over the country and exported to Southeast Asia

History has developed to an industrialized civilization.

In recent decades, with the vigorous development of winemaking technology and the continuous application of new winemaking equipment and technologies, the brewing methods of rice wine have undergone earth-shaking changes, and the production of rice wine has achieved rapid growth, which has played a role in promoting and promoting the development of the entire industry

An era always has the consumption characteristics of an era

Fashion is the advocacy of a certain thing in a certain period of time.

How to adapt Shaoxing rice wine to this new consumption trend, we must do the following 5 "new":

Do a good job in the healthy development of the brewing technology innovation industry, and the influence of the brand all comes from product quality, and product quality comes from raw materials, process technology,

Do a good job in product innovation Products reflect the appearance of an industry or an enterprise of the times

To do a good job of rice wine flavor innovation, it is said that rice wine is rich in nutrients and is a liquid cake

To do a good job in rice wine culture and to innovate rice wine culture is to sell the concept of wine making to consumers and get a response

The stakeholders who do a good job in the innovation of rice wine standards are producers and consumers, and the standards are used to balance stakeholders

In addition, fashion consumption needs to grasp the following points:

Fashion needs classics to support Shaoxing rice wine.

Fashion requires products with individuality, style and individuality, which is the foundation of fashion, and homogenized products can only become ordinary "road goods"

Fashion needs value support, and value needs to be reflected in price.

Cherish the tradition and cherish the tradition, but not simply copy the past, but let the "past" live in the "present", correctly inherit the classics, create new classics, make the classics fashionable, enhance the influence of Shaoxing rice wine, and make rice wine young To make a good bottle of rice wine for consumers and young people

(Source: "China Alcoholic Drinks Association Depth")

"China Food News" (May 24, 2021 07 edition)

(Editor-in-charge: Yang Xiaojing)