The bright future of Chinese sauce wine

Nowadays, the more and more popular sauce wine market makes people wonder: Is this a "one person" carnival or a "group" feast? From the perspective of the industry, the sauce wine craze should be a category craze and an industry craze, showing the prosperity of more brands flourishing

This is also an inevitable trend and a gratifying phenomenon, which will help to speed up the optimization of the sauce wine industry, accumulate strength for its high-quality development, further release the strong potential of sauce wine, and meet more consumer needs

Soy sauce and wine are hot

The phenomenon of soy sauce and wine fever cannot be avoided

Data shows that in 2020, China's sauce-flavored wine industry will achieve a production capacity of about 600,000 kiloliters, and realize industry sales profits of about 63 billion yuan.

Under the boom of sauce fragrant, many old-fashioned sauce wine enterprises have expanded their capacity and production, which has attracted the intervention of more foreign capital, adding another "fire" to it

Liang Bangchang, a well-known liquor expert and former head of the liquor expert group of the China Brewing Industry Association, believes that from the fragrant craze in the 1990s to the strong aroma craze in the early 21st century, and now the sauce wine craze, this is a trend in the development of liquor.

As far as the current situation is concerned, Maotai has triggered the sauce wine fever, and the sauce wine fever does not equal the Maotai fever

Liquor expert Zeng Zuxun said that there is no right or wrong problem with sauce wine fever, but how to seize the opportunity of this phenomenon.

Li Jiamin, a brewing expert, believes that production areas must learn from each other and tolerate each other, and sauces and wines from different production areas will have different tastes.

Liquor consulting expert Tie Li analyzed that Sichuan now produces Luzhou-flavor liquor, which accounts for more than 80% of the national Luxiang-flavored original wine and about 50% of the Luxiang-based wine.

The taste is beautiful and the stars are shining

With brand value and geographical advantages, Moutai and Moutai Town leave the impression of sauce wine production areas in the minds of most consumers, which is understandable

"A single thriving is not spring, a hundred flowers bloom in spring and the garden is full"

For the same kind of flavor liquor, it is valuable to remove the vastly different craftsmanship to ensure quality, and the natural environment of different regions to create different flavors

Liquor expert Gao Jingyan proposed that it is necessary to adapt measures to local conditions and combine regional characteristics with innovations, and walk out of a personalized and stylized road of sauce wine development, so as to achieve high-quality and rational development in the field of sauce wine

"Even if Moutai's raw material Daqu and technology are used for off-site production, the finished product will be different from the place of origin

It is gratifying that the southern sauce wine is leading the development of the industry with an unstoppable trend, and the northern sauce wine is on the rise

According to Wang Qi, executive director of the China Alcoholic Drinks Association, strengthening the construction of sauce wine production areas is conducive to creating a diversified industry ecology, and it is also an expression of regional culture
.
The best state of the sauce wine industry is the beauty of each wine and the beauty of the wine
.

Grab the "track" competition is fierce

Whether it is strong fragrance, light fragrance, or sauce fragrance, the main attribute of liquor is always the drinking attribute, and it must always serve consumers
.
In the face of many "thousand-yuan" sauce wine products, ordinary people are often discouraged, and the formation of a diversified competition pattern of sauce wine provides more choices for sauce lovers
.

Some industry experts said that different market regions have different conditions such as consumption level, cognitive culture, taste preference and so on
.
The construction of "brand base" is very important.
For different consumer classes, launching products of different grades is related to the social foundation for the development of sauce wine
.

At present, the "brand war" of the sauce and wine section of Chinese liquor has begun, and the lineup of Chinese liquor brands will be relatively stable after 3-5 years of baptism
.

　　In the Moutai production area, Hengchang Shaofang, Guotai, Diaoyutai, Zhenjiu, Wuxing, Yelanggu, Jinjiang, Guizhou Chun, Qianjiu, Guijiu, Jiangrenxi, Yuanming, Shengjiang, etc.
emit different energies Unstoppable; in Sichuan production areas, there are Langjiu, Shishijiang, Tanjiu, Chidu, Global Fine Wine, Shenjiu, Tunzhihu, etc.
; in Shandong production areas, there are Yunmen, Huaguan, Qinchi, Jingyanggang, etc.
, There are not a few who intend to occupy the national market and plan to go public
.
There are also 5-year plans and 10-year plans of 3 billion, 5 billion, and 10 billion yuan
.

　　Among them, it is also seen that powerful sauce wine enterprises are seizing opportunities to identify their own positioning, targeting their own consumer groups, seizing category segmentation and market segmentation, creating brands with unique personality, and demonstrating the interpretation of sauce flavored wine.
Diversity
.

　　Expert analysis believes that the future price band of sauce and wine will show "200-400 yuan (mass consumption), 400-600 yuan (mid-end consumption), 600-800 yuan (sub-high-end consumption), 800-1500 yuan (high-end consumption) , 1500 or more (super high-end consumption)”, while the low-end consumption below 200 yuan will gradually decrease with the improvement of consumers’ awareness of sauce wine
.

　　For wine companies, expanding the scale of mid-end wine and expanding the mid-end consumer market is a stable way
.
The key is to cultivate the "internal skills" of quality and produce high-quality, distinctive, cultural and cost-effective wines.
Consumers will become more and more rational about what to choose
.
Centralization, scale, and branding are the general trend, and the category heat is gradually moving closer to brand aggregation.
The pattern of the sauce wine market will become clear in 3-5 years
.
Harmony but difference, complement each other, symbiotic development, Chinese wine will be better in the future
.

　　(Ye Ge watches wine)

"China Food News" (September 29, 2021 08 edition)

(Editor-in-charge: Wang Jiayi)