In the hustle and bustle of urban life, Baijiu, a unique beverage, is gradually revealing its diverse charm. For city dwellers who are busy with work and socializing every day, Baijiu is no longer just a traditional alcoholic drink; it is more like a medium for emotional exchange, embodying the pursuit of a relaxed and fashionable lifestyle.
Baijiu, a drink with a history of over 4,000 years, has long been closely associated with business banquets. However, with the changing consumer groups and needs, the drinking scenarios and consumption concepts of Baijiu are quietly transforming. Now, Baijiu is no longer limited to business occasions but is more often found in relaxed and pleasant settings like family gatherings and friends' gatherings.
Brian, a 34-year-old product manager working in Beijing, shared the unique role of Baijiu in socializing: "In business banquets, Baijiu is a tool to bridge relationships. But for someone like me who is introverted, not drinking is really not knowing how to open up. However, in recent years, the drinking scenarios of Baijiu have become more diversified, and friends gathering together to have a few glasses of Baijiu is both exciting and relaxed."
According to the "2024 China Baijiu Industry Consumer Behavior Survey Data", family gatherings and friends' gatherings have become the main scenarios for Baijiu consumption, accounting for 49.11% and 48.00% respectively, while business banquets are ranked third, with a 42.22% share. This data shows that Baijiu is gradually breaking free from traditional business entertainment and guest banquets, entering a more diversified and personalized consumption era.
Now, the consumer groups of Baijiu are also undergoing profound changes. As the 80s and 90s generation becomes the main force in the workplace, their attitude towards Baijiu is more open and diverse. Brian found that even in business banquets, people would drink just enough, especially among partners of similar ages who would even urge him to drink less, as long as the intention was there. This change is not only reflected in the control of drinking quantity but also in the reinterpretation and acceptance of Baijiu culture.
In the appreciation of Baijiu, color, aroma, and taste are important criteria for evaluating the quality of a Baijiu. High-quality Baijiu has a slightly yellow and transparent color, a pleasant aroma, and a soft and full-bodied taste. Brian especially mentioned his favorite Guotai Guobiao Wine: "This 53-degree Maotai-style Baijiu comes from the second-largest winery in Maotai Town and has a high cost-performance ratio. Moreover, it is the only one that writes the year of production, allowing me to clearly know which year's wine I am drinking."
The year is crucial for Baijiu, as it not only relates to the quality and taste of the Baijiu but also determines its value. Guotai Wine insists on storing the body for a certain year, retaining at least 20% of the total production volume of the previous year as old wine for fine-tuning in subsequent batches. This strict brewing process and blending technology make Guotai Wine highly favored in the market.
Guotai Wine has also launched Digital Guobiao Wine and Digital Collectible Wine, expanding the value of Baijiu through innovative marketing models. Consumers can place orders online through the "Guofen Club" mini-program and choose to "cloud hold" these two wines online, saving space at home while ensuring the flavor of the wine. At the same time, blockchain technology provides a basic guarantee for transactions, and each Digital Guobiao Wine and Digital Collectible Wine has a unique "Digital Wine Certificate," allowing consumers to store, collect, share, and trade with a single click.
Driven by the digital wave, more and more Baijiu companies are actively embracing consumer demand changes. Guotai Wine is a typical example. On the production side, Guotai Wine has systematically learned the traditional brewing process of genuine Maotai-style Baijiu in Maotai Town and has iterated six times on this basis, establishing a fully standardized, digitalized, and modern intelligent production system. On the marketing side, Guotai Wine uses blockchain technology and "online wine warehouse" to broaden the dimensions of drinking socialization, meeting consumers' needs for personalization and ritual.
Brian believes that drinking is a very "present" thing, whether it is happiness or sadness, wine can become an outlet for emotions. As a beverage with a profound cultural heritage, Baijiu carries people's yearning and pursuit of a better life. On special occasions, opening a bottle of good wine and sharing it with friends and family is undoubtedly a happy and wonderful experience.
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