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looks like a jade comb, white as a wall, thin as cicada wings and sweet as honey. Can the Chinese wine, which once fascinated the literati, regain its luster now?
Rice wine is the most orthodox Chinese wine in the hearts of Chinese people, with 5000 years of Chinese history.
Different from westerners who are keen on making wine with fruit fermentation, Orientals prefer the mellow and “local flavor” contained in grain wine. Thousands of years of farming civilization, winter Tibet and summer planting, wine, tea, mulberry and hemp. Brewing a cup of rice wine, either clear or turbid, can melt the bitterness and sweetness of life.
When the Chinese people embrace the new millennium and new era with passion and self-confidence, the sincere feelings for rice wine hidden in the hearts of their grandparents are slowly fading.
According to the insight report on 2020 young people’s beverage consumption released by cbndata, with the improvement of domestic residents’ consumption level and the category expansion of online platforms, the beverage market has achieved rapid growth in recent three years, the base of consumer groups has continued to expand at a high speed, and new beverage customers continue to flow into the market, forming a category diversification pattern.
Source: insight report on drinking water consumption of young people in 2020, cbndata
Obviously, liquor, beer, wine and wine are still the main categories, but the consumption share has been decreasing. As the tide of the country continues to blow, the oriental cultural features that have changed their appearance are being loved by more and more people, which makes the public begin to focus on rice wine with a relatively low sense of existence. Will rice wine with profound cultural heritage become a potential new star to create a new pattern of wine?
The brand of new rice wine began to rush to the shore driven by the wave of wine market. According to incomplete statistics, from 2016 to 2017, many brands such as shiwudao rice wine, mik rice wine and secondary yuan rice wine brand Manmi were successfully favored by capital. Among them, Mike rice wine with brilliant performance completed two rounds of financing: 1.5 million yuan seed round and 3 million yuan Angel round. However, under the attack of fruit wine, pre mixed cocktails and other varieties, the light of rice wine has begun to become weak in recent years.
The new generation, as the main consumer group in today’s liquor market, how to accurately capture its demand is a required course for liquor brands. From the perspective of Z generation, the high number of wine Baijiu is the reason why young people instinctively reject it. The high calorie attributes of traditional beer are not easy to integrate into the consumption space of young people, while the luxury aura on the top of wine is obviously better suited to the high-end income class. But even so, is rice wine sure to get out of trouble?
Compared with prepared wine and fruit wine, rice wine shows a slightly “old” temperament, which is really not conducive to attracting young people. However, the current rise of the youth circle of health preservation, paying attention to the unique charm of traditional culture and traditional diet, has given rice wine the opportunity to break the circle again.
Where are the difficulties of the rice wine industry? Rice wine brand broken circle, where should we start? How much enlightenment can the success of wine and fruit wine brands bring to rice wine?
Condensing the millennium history and disseminating the Chinese character:
This is the original aura of rice wine
In the stage of low alcohol wine, rice wine is actually extraordinary and brilliant.
Looking at the daily life of Chinese people, rice wine is an essential protagonist whether it is sacrificing heaven and earth, ancestors, celebrating the war or agricultural harvest. In the long river of Chinese history, rice wine has also left an important mark. From the well-known historical allusions of Hongmen banquet, cooking wine on heroes, cup wine to release military power, to the idyllic poetry and free and unrestrained style written by Tao Yuanming and Li Bai, rice wine has long been not only to meet the desire of mouth, but also a carrier to taste life over the years and experience leisure customs.
There are 14 processes for hand-made winter yellow rice wine. Photo source: hunting feast
Today, rice wine is still widely recognized in Yunnan, Guangdong, Guangdong and Zhejiang, and has incubated a number of popular local brands, such as guifengte (Guizhou), nongzhichang (Hunan), Shenlin (Hubei), Jiujiang shuangsteam (Guangdong), Desheng (Guangxi), etc. The “Chinese flavor” reflected by them is precisely the foundation for gaining a firm foothold and showing distinctive personality in the highly competitive low alcohol wine market.
Compared with Baijiu’s full sense of business banquet, the tight binding of beer and sports passion, the low and light sweet rice wine has become a warm and reassuring existence in the fast-paced work and life for modern urban population. Slightly sweet taste, just right wine precision. A cup of rice wine will pour all your thoughts immediately. Whether you drink alone, get together at home or talk with friends, rice wine can open your heart and let go of fatigue.
Nowadays, young people are more and more interested in health preservation. Shaping the image of healthy and healthy products has become an important trend in beverage development. Health preservation with rice wine has long been recognized by the public《 Compendium of Materia Medica records: “rice wine can dredge blood vessels, thicken intestines and stomach, moisten skin, nourish spleen and liver, and stop waist and knee pain.” Rice wine is rich in protein, vitamins, inorganic salts and trace elements; Amino acids, enzymes and B vitamins are also produced during fermentation, which is also very beneficial to skin nourishment.
On the one hand, it is warm and sweet, which is reassuring and comfortable; On the one hand, it nourishes the body and is a good health product. Why has rice wine never been able to go out of the winery, out of the town and into the hearts of young people?
Rice wine that can’t get out of the town,
Where the hell are you trapped?
There are many reasons why the aura of rice wine failed to set off a consumption storm in the wine market. However, the regional limitations, technical difficulties and lack of clear positioning of rice wine have a crucial impact.
Generally speaking, the rice wine industry is still in the primary consumption form of “self brewing and self drinking, store brewing and store sales, and real estate sales”. Trapped in local small workshop brewing for a long time, the products can not withstand long-distance transportation. Local brands are almost confined in a narrow geographical space, so it is difficult to go to a broader market and form a situation of secession. According to the statistics of Da Shu Zhi, domestic rice wine enterprises are mainly distributed in Jiangsu, Zhejiang, Shanghai, Guangdong and Hubei.
Geographical restrictions are also related to the geographical environment. Baijiu, which is relatively cold and dry in the north, has higher alcohol content and better warming effect, is suitable for northern people. The south is warm and humid, which is more suitable for the warmth of rice wine. Therefore, rice wine enterprises fall into a dilemma in the “attack and defense” of the market: “Pianan corner” is not conducive to brand development, but moving to the north will face greater challenges in sales channels and drinking habits.
2. Technical difficulties
Rice wine is made from glutinous rice by soaking, cooking, saccharification and other processes. Although the overall production process is relatively simple, the domestic rice wine culture is scattered and the brewing is different in different places, resulting in the confusion, non systematicness and unity of rice wine production and product standards. In addition, the industrialization and automation of domestic rice wine processing are generally not high, the pretreatment of raw materials is simple, the fermentation environment is rough, and the clarification and filtration are not properly controlled. It is also easy to cause the content of fusel oil in rice wine to be too high, resulting in the so-called “easy to get on”. To solve this problem, Japanese sake, which belongs to the production process of rice wine, chooses to polish the rice peel before production to avoid the fermentation of fat and protein in the rice peel to produce fusel oil, so as to reduce the upper risk.
In addition, due to the high sugar content of glutinous rice, the sweetness in fermented liquor often makes people forget the strength of wine and drink too much. Therefore, controlling the sugar content in the final product is also the key to reduce “overhead”. But the reduction of sugar content means sacrificing the comfortable “sweet taste”. Will rice wine brands take such an adventure?
Wine is a hobby drink, and almost every kind of wine has a strong correlation with the drinking scene. For example, liquor represents the mainstream social culture, and appears in the classic banquet in a classic and steady manner. Beer represents mass consumption culture, is synonymous with enthusiasm and passion, and is the atmosphere catalyst for watching competitions, parties and outdoor activities; Wine represents western social culture and has the perception of elegance, taste and romance. It usually appears in high-end and private social occasions.
The scene Association brought by rice wine is farmyard and new year’s feast. Others will think of cooking cooking cooking wine, wine balls, and even tomb sweeping sacrifices. The rich and colorful modern life gives various drinks a diversified positioning space. However, the lack of scene, weak sense of existence and cognitive differences of rice wine in modern life make the category positioning of rice wine unclear, which is very unfavorable to cultivating young people’s drinking habits. In the long run, it will greatly affect the development of rice wine market.
According to the survey results of young people’s wine consumption, yellow rice wine / rice wine is even less attractive to the post-90s and post-95s than health wine, ranking last. Is there really no way for young people to look at rice wine with a strong sense of history and culture?
Source: insight report on drinking water consumption of young people in 2020, cbndata
To make young people love rice wine,
Which script should the brand learn?
In order to find the secret of breaking the circle, rice wine should first fully understand the wine consumption preferences of contemporary young people.
In recent years, domestic beverage consumption has shown a low, healthy and diversified development trend. According to the survey report on light drinking among contemporary young people released by Netease digital reading at the end of April this year, 80% of young people fall in love with “light drinking”. Different from the traditional “drinking culture”, the “light drinking” pursues a hazy, lazy and slightly drunk state. They don’t want to drink and get drunk. Cheering and company are their main demands. Girls prefer low alcohol drinks that are easy to drink and not easy to get drunk. At the same time, they also pursue a sense of beauty and ceremony.
For low alcohol liquor brands, the most important thing to please young people is to create unique products.
For example, Miss berry berry sweetheart aims at the slightly drunk needs of women, cuts into the market through low-grade sweet wine, and makes fruit wine with the concept of real fruit and slow fermentation. Missberry creatively designed the brand exclusive small square bottle to give the product high beauty. They also set up their own flavor research and development laboratory to introduce the trend culture loved by young people into products, push through the old and bring forth the new in taste, and constantly create fresh and interesting taste bud adventures. It can be said that they accurately grasp the consumption preferences of young women in all links.
How to publicize brand value to the new generation is also the lesson of rice wine brand. Nowadays, the most popular ways of touch and interaction are grass planting, live broadcasting and endorsement. MissBerry, drop drink, Meishan, seventeen light years, tiktok and other new low alcohol brands, have been through micro-blog, jowl, Xiao Hong, B station and other social platforms to grow grass users, and accumulate popularity, for the subsequent “wide net” paved the way.
In addition to online marketing, the blessing of offline scenes is also indispensable. Only by seeing consumers can we personally perceive the user portrait, understand more real consumer demands, and do a good job in product iteration.
Compared with the rice wine’s readiness, Zhuyu’s fruit wine, prepared wine and other categories have set up a circle model, so that rice wine can see the hope of regaining its brilliance. The key to breaking the situation is to focus on “product power”, “brand power” and “channel power”.
Most low alcohol wine brands focus on the product setting of “urban shallow drinking”. This is obviously difficult to achieve differentiation, and also ignores the young people’s consumption psychology of tasting, exploring and changing. How to create rice wine with multiple tastes?
The rice sparkling wine launched by Mike integrates traditional elements in line with Chinese tastes, such as flowers, fruits and tea, to create a unique sweet and refreshing flavor with mixed and matched flavor. The multi-level and delicate taste brought by bubbles, combined with the profit ⼝ low number of 3.5 degrees, is more in line with the taste bud needs of young people.
Photo source: Netease News
The “rice flower sweet wine” launched by marukome, Japan, has become an example of rice wine mixing and matching. The product is brewed with rice as the main raw material. It has a strong aroma of rice wine, cool and pleasant sweetness, and a sticky milky white shape. It can produce a special flavor different from traditional Chinese wine, whether it is matched with milk tea or coffee. The product caters to the current healthy trend, does not contain alcohol, does not add sucrose, and its own dense sweetness brings convenience to mix with other drinks.
Unique taste can establish a good first impression for the brand. Highlighting the characteristics of health and nutrition can transform “tasting new” into “re purchase”.
Rice wine contains more than ten kinds of amino acids, of which 8 are necessary for human body. The lysine content of rice wine per liter is several times higher than that of wine and beer, so it is called “liquid cake”. Uni president has launched a low-grade rice wine “thousand ferry sweet wine”. The product is inspired by Japanese sweet wine which is considered to have muscle beautifying effect because of its rich amino acids. The product is made of imported sake, distiller’s grains and rice koji by Japanese traditional technology. The alcohol content is ≤ 0.5%, which meets the needs of some consumers who are “slightly drunk – Beauty”.
Chinese health preservation has become a fashion in China. It is an important way for rice wine to establish its product strength and differentiate from other wine drinks by adding medicine and food homologous ingredients to its nutritious rice wine and creating a functional image of health care and health preservation with the combination of “two swords”.
For example, the compound rice wine, which integrates red dates, medlar, ginger and other ingredients, integrates the functions and flavors of various ingredients well, and its sensory flavor and nutritional value are better than traditional rice wine, which has become a direction of current innovation. In addition to starting with food materials to improve the health value of products, we can also get development inspiration from the popular folk ancient diet. “Eating crabs with rice wine” is popular in many places in the south. Crabs are cold and rice wine is warm. It can drive away the cold and warm up. It has a sweet and fragrant taste, which is very matched with the greasy crab paste yellow; The popular drinking of “morning wine” in Jiangsu and Zhejiang comes from the cold in the morning and the need for hot food to expel the cold. Domestic drinks for warm drinks in winter and those who are weak and cold are still blank, and rice wine can play a big role in this kind of market segment.
Packaging design is also a means to shape the modern image of rice wine. Rice wine is packaged in pure white glass bottles, which is simple and elegant. Many people will put it at home as a vase after drinking, becoming a strong and beautiful “billboard” of the brand. The rice sparkling wine launched by it adopts Chinese style color matching and font in packaging design, integrates the national tide retro temperament, and perfectly highlights the oriental characteristics of rice wine.
In view of the shortcomings of the traditional fermentation process of rice wine, all brands seek innovation and breakthrough in technology. The founding team of shiwudao rice wine visited more than 30 brewing craftsmen across the country to learn their strengths; With the strong support of bioengineering experts from the Academy of Agricultural Sciences and colleges and universities, the team has established 15 standardized process flows to become the core technology of the brand. Li Huanxi’s original rice wine also won a high reputation for its exquisite workmanship. This rice wine strictly selects pure Kuaiji mountain spring water and high-quality rice in the current season. It is milled to remove the higher part of outer fat and reduce fermentation impurities; The combination of native high-purity yeast and natural enzymatic hydrolysis process brings natural sweetness; Finally, the physical snow falling process and low-temperature pasteurization were used to preserve the fresh taste of rice wine.
The consumption penetration rate of rice wine in Japan is much higher than that in China, and the diversity and technical content of rice wine are dazzling. Traditional Japanese rice wine (also known as “sweet wine”) is divided into two fermentation routes: rice fermentation and wine meal fermentation with deeper fermentation. Usually, enterprises will only choose one fermentation method. As a leading brand in the rice wine market, Senyong combines two kinds of fermentation processes to make sweet wine have sweet taste, fermentation aroma and richer taste.
Products need strong brand support if they want to create a business circle, and the exertion of brand power has become a key to determining market popularity.
In order to completely export product concepts and models to consumers, Mike rice wine attaches great importance to “co creation” with consumers. For some problems, Mick gives different pictures for users to choose, receives user feedback more directly and effectively, runs fast in small steps, and completes product iterative optimization.
A time bubble rice wine builds IP in the direction of national tide, and forms a complete open wall breaking integration system with other IP in the form of “a time + culture / brand / music / film and television”.
The shaping power of Japanese rice wine brand is also strong. Marukome not only focuses on fermented wine, but also takes great pains in peripheral products. From 2015 to 2017, the market scale of Japanese sweet wine expanded rapidly and became the fastest growing category in food and beverage for two consecutive years. Seize the business opportunities and launch the koji raw materials of sweet wine, so that consumers eager to try in the consumption boom of sweet wine can make fresh sweet wine by using their own electric rice cooker and rice, which improves the frequency of sweet wine on the family table. Pure natural fermented sweet wine is expensive, while cheap sweet wine mostly contains sucrose and other additives, which greatly reduces the nutritional value. In view of the consumer demand for drinking fresh sweet wine every day, マルコメ has launched a special fermenter for sweet wine, so that consumers can fully experience the fun of DIY. At the same time, one thing can be used for multiple purposes, and it can ferment yogurt and natto, which is economical and affordable. The strategic layout of the whole peripheral products has been strongly favored by the people, directly enhancing the brand influence.
Photo source: Japan Yahoo
The correct force on the channel can create a sustained market effect and deepen the brand influence. Throughout the channel strategies of various rice wine brands, the core is to reach customers directly, based on the e-commerce platform and combined with traditional offline channels. In terms of sales channels, Mike is divided into three lines, mainly offline catering and retail stores, supplemented by e-commerce platform and o2o platform (tmall, daily excellent food, box horse and hungry) to lay the layout according to the goal of “convenience and easy access”. In the channels of offline catering stores, rice wine brands are committed to penetrating specific scenes with limited resources. For example, rice customers and Bingqing are trying to occupy hot-pot/" 22375 rel="nofollow" target="_self">hot pot shops, so as to form a consumption mind of “rice wine is necessary for eating hot-pot/" 22375 rel="nofollow" target="_self">hot pot”.
Photo source: cloud hunting network
Brand is the result of user experience. The more extreme the experience, the higher the brand awareness and mental share. As a traditional rice wine, the key to entering the hearts of young people is whether they can form a set of new experience for which they are “attracted”.
First, new value experience, find simple and distinctive product value personality belonging to their own brand, create brand stories that young people are excited about and willing to share, and create product philosophy.
Second, the new product experience subverts the traditional impression cognition through innovative product development, creates a young sense of exclusivity, pays attention to the connotation of product quality, and strengthens users’ cognition and favor of the brand.
Third, the new social experience turns each product into a projection expression of young people’s internal emotion, spirit and even life normality, stimulates them to actively recommend and share grass, even as a spiritual enjoyment to please themselves, spread national tide and national products, and then flexibly use online and offline channels to promote and create a “social currency”.
Fourth, the new experience of the scene, get rid of the consumption scene of local specialties, deeply divide and cut the scene, and form a strong correlation between the scenes, so as to make the brand truly take root in the consumption life.
Photo source: microblog @ Huatian alley rice wine
It is said that the brewing technology of Japanese sweet wine has been introduced from China since the Nara era (parallel to the Tang Dynasty in China), and has been used to make snacks and fermented soy sauce since the Edo era, and has been derived from summer drinks to winter exorcising drinks. This habit has been retained to this day. The consumption inflection point of sweet wine in Japan began in 2011. At that time, the upsurge of fermented food made people re-examine the value of sweet wine. The market scale rapidly increased from 6.1 billion yen in 2014 to 19.2 billion yen in 2020, which soared three times in six years.
Japanese people regard sweet wine as a beverage beneficial to health and beauty, which is deeply loved by women centered people. The unremitting efforts of Japanese liqueur brand in product innovation and its marketing strategy towards young people are based on this solid public cognition.
Compared with Japan, China’s consumer group is larger, the demographic dividend of the new generation is more significant, and the expansion space of Chinese rice wine is more promising.
If domestic rice wine brands want to win the small wine cup of young people, they need to establish a brand-new label that subverts the tradition and has memory points, establish a strongly related consumption scene, and win the cognition and favor of consumers by creating a healthy and fashionable product image.
Connecting with the new generation is the pursuit of many consumer brands. Rice wine, which carries thousands of years of history and culture and has great taste and connotation, should have confidence and confidence, and be in touch with this generation of new young people who advocate national style and pursue traditional food culture.
Perhaps, the Chinese wine, which once fascinated our ancestors, will really become the next trend in the current wine market!
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