Moutai Distillery always likes to amplify its moves in the middle of the night, and in the middle of the night not long ago, Moutai officially announced a joint cooperation with a well-known cocktail, and also invited Jay Chou to endorse. Major netizens were very surprised when they saw that the spokesperson was Jay Chou, and even bluntly said: Moutai really made a lot of money this time.
In addition, everyone was surprised to see that only 1% of Moutai was contained in a 500ml cocktail, so all major netizens thought that this was a performance of cutting leeks. The reason why Jay Chou was invited to wear glasses is because Jay Chou is relatively well-known and influential as a star and has a huge fan base.
In addition, Moutai also has a tendency to move closer to young people, and strives to squeeze into the circle of young people, whether it is the launch of the sauce latte or Moutai ice cream is something that young people like very much. After all, young people nowadays don't like to drink liquor like before, so they will make this decision.
Why please young people?
Since young people don't like to drink baijiu very much, the major distilleries in the liquor industry are also feeling the crisis. In 2016, the country's liquor production was 16.58 million liters, but in the following years, it has been declining until 2022, when it comes to a direct halt, only 6.71 million liters.
It is precisely because Moutai has a sense of crisis that it began to use the preferences of young people to constantly curry favor. Young people have fresh vitality, whether in various industries, young people are the main consumers, only in this way can we achieve good results.
Is it effective?
There is no doubt that Moutai is mainly targeting the high-end market, and it is also very expensive. But nowadays, young people are in a state of consumption downgrade, and everyone is very cost-effective, so if you want to get through the young consumer group, it is not easy at all.
For example, this time the Moutai cocktail, there is only 5 ml of Moutai in the cocktail, but it is as high as 539 yuan, and it is not an authentic Moutai taste. Therefore, it is indeed expensive for consumers, and the money spent has not yet tasted the original taste of Moutai.
If Moutai wants to really capture the hearts of young people, it should pay attention to the cost performance. Relatively speaking, when everyone drinks in daily life, they will always choose some liquor with high cost performance. For example, the next two wines, each of which is a high-quality and inexpensive ration wine, also has a brand guarantee.
Guokang 1935
This wine is a high-quality soy sauce wine from Moutai Town, Kweichow Province, and its brewer, Fan Yinghua, is the winemaking director of the original Moutai Distillery. Master Fan's brewing technology has a history of more than 30 years in Moutai Distillery, and Guokang 1935 is based on it, and both the brewing process and raw materials are the same as Moutai.
The liquor is made of red tassel glutinous sorghum as raw material, and is brewed using the traditional Daqu Kunsha "12987" brewing process, and after more than one year of brewing, it is only marketed after more than 5 years of cellaring. Therefore, Guokang 1935 is full and mellow, with a faint sauce flavor in the mouth and a faint sweetness in the mouth after drinking.
Most importantly, you can feel a variety of aromas in the middle of the taste, and this complex aroma is very refreshing and intoxicating. In addition, this wine is also very suitable for gifting. Because it is packaged in a delicate gift box, it is suitable for both friends and elders.
Yanghe Daqu
The taste of this wine is very delicate and round, and you can feel the richness of the taste when you taste it carefully. This sensation has a sweet smell, and the aroma of the wine is relatively strong, and it is evocative when you drink it. The most important thing is that this wine also has a brand guarantee, so you can drink it with confidence.
In general, although Moutai is of good quality, it is too expensive, so not all consumers can afford it. If you want to choose a cost-effective and delicious ration wine, you can enter the above two wines with your eyes closed. Although the popularity is not as loud as Moutai, the taste is not inferior at all.