Have a drink after work to relieve fatigue, drink with friends on weekends, and there is always a wine ...... on the table during the New Year's holidaysSince ancient times, wine has been integrated into the life of Chinese people. The drinking culture in Chinese civilization has always paid attention to "drinking pleasantly", and drinking should be rational and moderate. In recent years, this civilized drinking fashion has become more and more the main theme on the wine table. This year, during the "Rational Drinking Publicity Week", the China Alcoholic Beverages Association proposed "moderate drinking, happy life" to advocate a civilized and healthy drinking attitude, and this initiative has also aroused responses from all walks of life.
Don't discourage wine at dinners, cups and cups are affectionate", "refuse drunk driving, go home safely" ......Recently, Budweiser China issued a "Civilized Drinking Order" to the public, conveying the concept of "moderate drinking" and enjoying life, setting off a new trend of moderate drinking.
Budweiser China innovated the "Civilized Drinking Order" and advocated the attitude of "moderate drinking".
The philosophy of life behind moderate drinking.
In traditional Chinese literature, wine is often given cultural and emotional value.
In ancient poetry, wine is a medium for expressing feelings and a cultural symbol;In life, wine can create an atmosphere, increase taste, and even represent a state of mind;In social interactions, wine represents etiquette, and in the staggering of bargaining, each way of drinking connects the relationship between people.
Wine carries value, but the beauty of drinking is in the word "moderation". Drinking in moderation can not only achieve a balance between emotional outlet and etiquette, but also enjoy it without hurting it, and taste it without indulging it.
Drinking alcohol in moderation should be a way of life.
Advocating civilized drinking is one of the important responsibilities of the wine industry. At present, the development of the wine industry is accelerating into a new stage, and it is its development goal to meet the pursuit of cultural attributes and emotional values for a better life. Many wine companies are actively promoting the concept of moderate drinking with a better life as the starting point. Budweiser China is one of them.
It is understood that this year, Budweiser China will join hands with the China Alcoholic Beverages Association to jointly promote the concept of "moderate drinking, a better life", advocate a moderate and moderate civilized drinking attitude, and jointly build a rational and wise drinking fashion.
Zhu Jiangliu, Vice President of Corporate Affairs of Budweiser China, mentioned in the interview that wine is not only a drink in Chinese culture, but also inseparable from spiritual life, emotional communication and happy moments. "The concept of getting drunk is especially popular among young people nowadays, and we want everyone to be slightly drunk every time they drink. ”
For Budweiser China, wine is part of the celebration of life's most important moments and an important emotional link when friends or family meet for a party. The times are changing, and "moderate drinking" can drink the beauty and emotions in wine. This is also one of the important connotations of "wise drinking" advocated by it.
Let the idea of moderate drinking be deeply rooted in the hearts of the people.
"Moderate drinking" is good, but how to make this concept deeply rooted in the hearts of the people?
Budweiser China chooses to link all parties and innovate in a new way. Since December 2, Budweiser China has mobilized employees, business partners, industry associations, etc., to promote "moderate drinking" through multiple channels and platforms.
At the same time, Budweiser China also took to the streets to interact with consumers and launch the "Civilized Drinking Order" solitaire to infiltrate moderate, healthy, civilized and positive drinking attitudes into daily life.
Budweiser China joined hands with ** to launch the "Civilized Wine Order" on the streets of Shanghai.
This is exactly the innovative attempt of Budweiser China to integrate the trend of young people's drinking and the trend of national style. As Zhu Jiangliu said, we hope that every time consumers drink alcohol, it will be a pleasant and positive experience.
Zhu Jiangliu said that as a global leader in the beer industry, Budweiser China should first promote the concept of "moderate drinking", lead the industry to establish values in the right direction, and connect with consumers emotionally and values.
In fact, as early as 2008, Budweiser China took the lead in advocating "responsible drinking", and in 2015, it proposed a new global smart drinking goal, continuing to link up with various forces to advocate civilized drinking behavior.
It is worth mentioning that Budweiser China has also deepened the concept of "smart drinking" on the product side, and continues to develop alcohol-free and low-alcohol products. From concept to action, from the public welfare layer to the product innovation layer, Budweiser China has implanted the concept of "smart drinking" into its development genes, setting an example for guiding the formation of a civilized and rational drinking fashion.
Innovation does not stop fulfilling responsibilities.
According to Zhu Jiangliu, in the past 16 years, the connotation of "wise drinking" has been continuously enriched, covering the refusal of drunk driving;Drink alcohol in moderation;Every year, Budweiser China will work with all walks of life to carry out a series of social welfare publicity activities. Civilized drinking has always been closely related to safe travel, and Budweiser China has always been committed to promoting the popularization of civilized traffic and road safety knowledge.
On December 9, Budweiser China, together with the Shanghai Municipal Road Traffic Safety Professional Committee, the Traffic Police Corps of the Shanghai Municipal Public Security Bureau, the Shanghai Municipal Cyberspace Administration of China, the Shanghai Municipal Civilization Office and other units and partners, jointly held the "Civilized Traffic, You and I Walk Together" 122 "National Traffic Safety Day" theme publicity campaign in Shanghai, popularizing civilized traffic in innovative forms such as novel national style interactive installations.
Government and enterprises work together to help civilized transportation public welfare actions.
At the event, Zhu Jiangliu, on behalf of Budweiser China, donated safety magic schoolbags to the representatives of primary school students of Shangnan No. 2 Primary School, adding another boost to their safe travel. It is understood that this year's Budweiser China's "Traffic Safety Experience Class" project creatively upgraded the children's traffic safety magic school bag, which contains children's reflective raincoats, reflective yellow hats, children's traffic safety bookmarks and children's travel flashlights to escort travel. Up to now, the project has donated a total of 4,447 sets of traffic safety education magic boxes and magic boxes, 100 sets of children's traffic safety civilized etiquette bags, 5,000 sets of children's reflective vests and 4,618 traffic safety magic school bags to traffic police and schools in 24 provinces, municipalities and autonomous regions across the country, a total of 14,165 traffic safety teaching aids, and a total of 410,000 beneficiaries.
At the same time, Budweiser China also joined hands with Yi** to launch the "Little Safety First Aid Officer" training program at Budweiser Hope Primary School in Kunming, teaching traffic safety and first aid knowledge to more than 10,000 students in 29 Budweiser Hope Primary Schools in Kunming through real simulation scenarios.
Zhu Jiangliu, Vice President of Corporate Affairs of Budweiser China, donated the Traffic Safety Magic School Bag on behalf of Budweiser China.
Budweiser China's actions have also been recognized by the community, and this year it has been awarded the title of "Cooperative Unit of Shanghai Transportation Civilization Public Welfare Alliance", which is also the ninth consecutive year that it has won this title. "Every year there is a new generation of drivers and a new generation of pedestrians, and every year we are thinking about what kind of form we can make them more interested in listening, seeing, and learning about this information. This year marks the 16th year of Budweiser China's 'Drink Wisely' campaign, and we will continue to do so. Zhu Jiangliu said.
For the ninth consecutive year, Budweiser China has been awarded the title of "Cooperation Unit of Shanghai Transportation Civilization Public Welfare Alliance".
It is not difficult to see that Budweiser China is rational and pragmatic, and therefore more sustainable. Whether it is the deepening of the concept of "drinking wisely" or the investment in traffic safety, Budweiser China adheres to long-termism, which is also an important supporting force for the good development of the enterprise, which has enlightening value.
Photo courtesy of Budweiser China.
Author: Guo Panpan.