Who will be the biggest winner when the 20 yuan light bottle wine pattern changes?

The arrival of the new national standard for liquor has also brought a shock wave to the Chinese liquor market in 2021

The "change" of the new national standard

Bringing 20 yuan of bottled wine new "office"

On May 21, the state issued the "2021 No.

Liquid method liquor and solid-liquid method liquor are liquor categories born in response to the national grain saving call and increase the liquor yield under the background of special times

The new national standard clarifies what kind of product is a high-quality pure grain liquor from the regulatory level, which is a favorable "change" that meets the current industry consumption upgrade, quality upgrade and health needs

Red Star is a well-known enterprise in the Erguotou category, and it is also an old brand of ration wine.

It can be expected that with the release of a series of new national standards, when some bottled wines can no longer use the name "baijiu", they will usher in the end of the game, and at the same time free up a large part of the circulation market, which means 20 yuan.

light bottle up

"Pure grain" quality endorsement

In fact, at the moment when qualityism has become a new consumption trend, consumers are promoting the comprehensive expansion of bottled wine categories and prices.

In other words, "grain wine" will eventually become the standard for the light-bottle wine track

For Red Star "Pure Grain and Fragrance", which holds the "Pure Grain Solid Liquor Mark" certification, it is currently the "golden node" for it to seize the minds of mainstream consumers

First of all, it is the triple guarantee from raw materials, craftsmanship to brand

From the perspective of raw materials, Red Star "Pure Grain and Fragrance" selects high-quality sorghum, corn, wheat, rice, glutinous rice, barley, and peas as raw materials, and is made from solid-state fermentation of pure grains.

　　From the point of view of craftsmanship, the clear, strong and fragrant craft created by Hongxing's "Pure Grain and Fragrance" is based on the steaming and simmering process, and integrates the multi-grain strong-flavor liquor craftsmanship, so that the brewed liquor has the comfort and freshness of the fragrant liquor.

　　From the brand point of view, Red Star, as the founder, skill inheritor and innovator of Beijing Erguotou category, has 72 years of brand accumulation, and it has a rich enough brand story and ability from the inside out, which will boost its popularity among consumers.

　　Secondly, the double endorsement bonus is a bonus for its own traffic

　　Red Star's "Pure Grain and Fragrance" has certain brand advantages from the name.

　　In the era of consumer sovereignty, bottled wine has also begun to become more refined and featured

　　Especially among the young groups who pursue individuality and cultural expression, and the diversified middle-aged consumer groups who pursue high cost performance and drink by themselves, Red Star's "Pure Grain and Fragrance" focuses on creating a consumption scene of pure grain and wine that is soft and not overpowering.
, and through three-dimensional communication such as TV, outdoor and new media, and KOL word-of-mouth leadership, we strive to make it a symbol of a new quality lifestyle in the minds of consumers
.

　　The Red Star who has won the blessing of the "Pure Grain Solid Liquor Logo" will gain stronger growth momentum on the track of ration liquor
.
Red Star, which has both high cost performance and individuality, "pure grain and fragrance", strives to become a dark horse in the 20-yuan bottled wine market when the bottled wine is reshuffled
.

"China Food News" (version 05, October 26, 2021)

(Editor-in-charge: Gu Yufei)