Yellow wine is planning a revival in youth

Our reporter Gu Yufei

Why is the yellow rice wine that once dominated the history of wine development in my country not as good as it used to be? Is it a loss of craftsmanship, or is it that today’s consumers don’t love it? As Song Shuyu, chairman of the China Alcoholic Drinks Association, said, "This question cannot be avoided and must be answered by people with yellow wine

As one of the oldest wine varieties in China, rice wine has profound cultural heritage and tenacious vitality

The dilemma of the rice wine industry is still difficult to solve

According to data from the China Alcoholic Drinks Association, in 2021, the sales revenue of regulated rice wine enterprises nationwide will be 12.

Song Shuyu said that in the past year, the national layout of the rice wine industry has made some progress, and the traditional regional characteristics have gradually been broken.

Over the years, the rice wine industry has insisted on seeking development and progress, and has achieved positive results

In Song Shuyu's view, the biggest problem with rice wine is the lack of consumption scenarios, especially among young consumer groups, the popularity of rice wine is very low

The lack of consumption scenarios has led to the unclear positioning of rice wine, and the consumers' cognition of rice wine is not clear enough

In addition, there has not been a qualitative breakthrough in the expansion of the consumption area of ​​rice wine and the popularization of wine culture

Play the cultural brand, the quality brand, the young brand

The obvious regional characteristics and unclear positioning are not only challenges for the development of the rice wine industry, but also opportunities that need to be grasped

In the context of the spread of the epidemic and the frustration of the catering industry, in 2021, Shaoxing rice wine will achieve sales revenue of 5.

"All brands in the yellow rice wine industry are fighting for more than 100 rounds, regardless of their superiority.

"The concentration of rice wine industry is gradually increasing.

In addition, rice wine must be able to keep the classics and become an internet celebrity

"China Food News" (August 15, 2022 04 edition)

(Editor-in-charge: Gu Yufei)