People in Guizhou don’t like strong aromas very much, and the Six Golden Flowers of Sichuan wine has almost disappeared from the Guizhou market; people in Shanxi feel that the aroma of strong aromas and sauces has some “excessive wine smell”; consumers of traditional strong aromas are also dissatisfied with Fenjiu and Jiangjiu wines. The fragrance of Xiaobai is not too cold...
It is difficult to find universal recognition of quality in terms of taste, but the hard power can be found in the master team, brewing technology and old wine reserves.
760 acres, 6553 cellars, and 48,000 tons of old wine. These are some data from Jiangxiaobai Winery. Many people don’t know that Jiangxiaobai has its own winery and farm. In fact, compared with many new Internet wine brands, Jiangxiaobai is very offline and has many channels. The entire industrial chain from sorghum planting to brewing is Very heavy.
And there is a good card hidden in this chain.
At the beginning of 2017, Chongqing’s intangible cultural heritage enterprise Luxi Winery underwent industrial and commercial changes and was merged into Jiangxiaobai’s ownership. Luxi Distillery is an inheritance enterprise of the intangible cultural heritage "Jiangjin Shaju Brewing Technique". If you look up the history of Ejin Shochu, you will understand why this brewing technique is so valued. In fact, at the end of the Qing Dynasty and the beginning of the Ming Dynasty, Chongqing's Jiangjin shochu production ranked first among all Sichuan wines. There was a saying that "Jiangjin produced the best wine in the province, and Baisha shochu produced the best in Tianjin." Data show that Maotai Town at that time had to give three points of courtesy.
Such a winery with a glorious past and profound historical heritage, whether it is the reserve of old wine or the unique brewing process, is what Jiang Xiaobai needs. It is said that Jiang Xiaobai's acquisition was a "protective acquisition" at that time. Afterwards, Jiang Xiaobai organized a team of national liquor judges to enter the Luxi Distillery to preside over the sorting and inheritance of intangible cultural heritage skills. Later, the fourth generation inheritor of intangible cultural heritage skills became Jiang Xiaobai's chief technical engineer.
This reminds me of some old stories in the wine industry. Shuijingfang sprouted and blossomed and bore fruit on the basis of Quanxing Daqu. Shexin was reborn behind Tuopai Qujiu. Blue Classic suddenly emerged from the foundation of Yanghe Daqu. Jiugui Liquor was reborn under the immersion of Xiangquan.
Where is Jiang Xiaobai? Now many people are beginning to believe that the "reference" to the intangible cultural heritage project is part of Jiang Xiaobai's ten-year internal cultivation. Jiang Xiaobai may be taking this path to make the brand fashionable and the product intangible cultural heritage.
"70 kilometers to the west of Jiangxiaobai Distillery is the Luzhou Laojiao Distillery, and 120 kilometers to the south is the Moutai Distillery. Geographically, it is located in the Golden Triangle of Baijiu, and the terroir for winemaking is particularly good."
The essence of the craze for sauce wine in recent years is still Focusing on the traditional liquor scene, making banquets and gifts, it is still a 1.0 understanding of Chinese liquor consumption.
Since its birth, Jiangxiaobai has been focusing on the new generation of people, creating a brand tone for the new generation, removing identity and class, and satisfying the relaxing scene of "getting together, drinking, spending time, and enjoying the mood".
Through the blessing of old wine in the past two years, you can see that Jiang Xiaobai has grown a high-altitude wine "Golden Gai" and a fruit-flavored sorghum wine "Fruit Cube".
uses new products with old flavors to create differentiated dining scenes to satisfy more taste buds. Diversified products, diverse scenarios, diverse consumer groups, and diverse values may be the starting point of Chinese Liquor 2.0.
Jiangxiaobai has survived ten years and is still the leading liquor brand for the new generation of consumer groups. The industry understanding of 2.0 should be its biggest survival logic. In the future, it may carve out a stronger brand amidst the turbulence of the industry.
Source: Oriental.com
