The third Thursday in November is the Beaujolais Nouvelles Festival, which has been around for decades. Every year, millions of cases of new wine are shipped around the world at the end of October, just to ensure that wine lovers can drink new wine and enjoy the wine carnival on the day of the festival. In China, wine companies represented by East China Wine are also creating a "new wine festival" exclusive to China.
On December 29th, East China Wine "Welcome to the New, Taste the New, Towards the New - Qingdao East China Cultural Brand Conference" was successfully held in Qingdao Haitian Hotel, which also marked the grand opening of the 7th East China New Wine Festival. Cui Xizhu, former deputy secretary of Qingdao Municipal Party Committee;Xue Qingguo, member of the Standing Committee of the Shandong Provincial Committee of the Chinese People's Political Consultative Conference and Secretary of the Party Committee of Qingdao Enterprise Confederation;Zhang Jiangang, deputy director of the Qingdao Municipal People's Congress and chairman of the Municipal Federation of Trade Unions;Zhao Shengcun, deputy mayor of Qingdao people's first mayor and head of the city's food and beverage industry chain;Wang Zuming, Deputy Secretary-General of China Wine Circulation Association and Secretary-General of Wine Professional Committee;Wang Dongxiang, Deputy Secretary-General of Qingdao Municipal People's Government;Fan Qizhi, Director of the Foreign Affairs Office of the Qingdao Municipal Party Committee;More than 300 guests, including Wang Xiaozhi, director of Qingdao State-owned Assets Supervision and Administration Commission, attended the event to welcome the new atmosphere of 2024 with East China New Wine as the medium.
Every December, the ritual sense from East China wine
Since 2017, late December has become a fixed festival for East China Wine to hold the New Wine Festival, and it has also become a unique ritual in the wine industry.
Compared with previous years' events, this year's event design and product launch have ushered in a new upgrade. This year's event is themed "new", drinking new wine, welcoming the new year, and moving towards the new. Red is used as the background color of the scene decoration, which enriches the festivity of the festival. In addition, the display and introduction of new wines everywhere create an immersive dry white experience for participants.
In terms of product launch, four new products from the two major brands of East China and Qingdao under East China Wine were unveiled, among which the 2023 new wine Chardonnay, known as the "King of Dry White", attracted the attention of many customers. According to Huadong Wine, this year also launched the new wine Chardonnay's Year of the Dragon Zodiac Edition, with a more diversified product line to meet the needs of consumers for collection and tasting. In addition, the release of Qingdao brand white brandy and Qingdao brand limited edition cask strong single malt whisky for the Year of the Dragon also became the highlight of the event, interpreting the trend and high-end.
In order to enhance the participants' experience of the event, East China Wine set up a gift of Mobao, a poem, "Year of the Dragon Zodiac Wine" and other links, and the atmosphere of the scene was high.
Wang Zuming, Deputy Secretary-General of the China Liquor Circulation Association and Secretary-General of the Wine Professional Committee, said: "I am a witness to the new wine in East China, especially the fresh and fruity aroma of the new wine, which is in line with the changing taste trend of the market, as evidenced by the fact that it has been sold out soon after its launch. In addition, over the years, the East China New Wine Series has injected new vitality into East China and even China's dry white wines with quality as the cornerstone and innovation as the link. ”
Dry white big single product - four major upgrades of the new wine Chardonnay in 2023
The 2023 New Wine Chardonnay, a dry white single product of East China wine, has received praise from many wine merchants, such as the distributor Mr. Wang said: "Compared with previous years, the 2023 New Wine Chardonnay has achieved improvement in packaging, quality, technology, and honor, and the product pricing is also very reasonable. ”
In terms of quality, the 2023 New Wine Chardonnay carefully selects high-quality Chardonnay grape juice accumulated with an average annual light sugar content of 3,000 hours in the eastern foothills of Helan Mountain in Ningxia to ensure the high-end quality of the new wine. On the other hand, it takes only 100 days from picking, brewing to bottling, and is known as the "closest wine to the grapes" and "the wine that most resembles grapes", giving the wine a richer fruity aroma and richer nutrients.
In terms of technology, the 2023 new wine Chardonnay is jointly brewed by five national first-class winemakers, and adopts a unique dry white brewing technology - juice suspension treatment, which reduces the risk of oxidation through the improvement of the clarification effect. The new wine is also made using a dynamic low-temperature controlled fermentation process to maximize the preservation of fruit aromas and nutrients.
In order to bring consumers a richer and more immersive drinking experience, the 2023 new wine Chardonnay innovatively adopts temperature-changing packaging. When the new wine is chilled to a suitable drinking temperature, a green grape logo will gradually appear on the front of the label. The expression of East China wine for the new wine with a sense of science and technology is very in line with the pursuit of trend by young consumers, and also increases the market memory point of the product.
This year's new wine, Chardonnay, is also an honorary product. For example, on the list of the 2023 China Premium Wine Challenge announced on December 10, the 2023 New Wine Chardonnay won the top award, the only dry white wine among the 10 New Wine Gold Award products, and this is the seventh time that the new Wine Chardonnay has won the top prize of the competition. In addition, the new wine Chardonnay also won the favor of many young students at the "First College Students' Grape and Wine Science and Culture Festival" held by Peking University at the end of November, and became the "most popular Chinese terroir wine gold medal product among college students".
Seeking growth with characteristics, East China wine strives to be the "leader" of dry white
For domestic wineries to promote new wines, there are certain opportunity advantages. On the one hand, the cost of Beaujolais new wine is high, and some wine merchants said that "70% of the new Beaujolais wine is shipped to China", while domestic new wine in the same price range is more cost-effective. On the other hand, the consumption of new wine in China is relatively niche, and there is a large market space for development.
The Dry White New Wine Festival, which East China Wine insists on promoting, is based on the trend and has gradually developed its own characteristics. Wei Shuaiqiang, General Manager of East China Wines, said: "Beaujolais New Wine is mainly aimed at dry red, and based on differentiation, the New Wine Festival of East China Wine is mainly aimed at dry white, which is not only in line with the positioning of East China as a 'model of dry white', but also in line with the current consumer demand for refreshing and easy-to-drink fruity wines." ”
Through the creation of 7 consecutive dry white new wine festivals, more and more wine lovers and consumers can experience the new wine Chardonnay in an immersive and scene-based way, which is conducive to enhancing the popularity and reputation of products and brands. In addition, taking the New Wine Festival as an opportunity, East China Wine has continuously strengthened communication with channel dealers, which is conducive to improving the channel's awareness of new vintage products and strengthening dynamic sales. Wei Shuaiqiang said: "Through the New Wine Festival, East China Wine empowers marketing, channels and other systems, hoping to seize market opportunities and strive to be the leader of characteristic development. ”
How will the domestic new liquor market develop in the future?Wei Shuaiqiang said: "The new wine market will continue to improve in the future, because the new wine represents relaxation and freedom, weakens the stereotype that traditional wine is full of rules and etiquette, and the way of drinking freely, casually and without restrictions is in line with the current consumption trend." In addition, as a representative of the refreshing and fruity style, Chardonnay, the new wine in East China, will help the characteristic development of the white wine market and explore new increments for the industry. ”