Driven by the great health trend and the new national standard, liqueur, as one of the traditional Chinese liquors, has taken on a new look and is regarded as the "future dew" of China's liquor industry. What is the value of the liqueur category and the way forward for future development?How does Wuliangye sing the story of dew wine?On December 15, the China Liqueur Industry Development Conference and Liqueur Value Forum with the theme of "Brewing with Beauty, Tasting the Future" provided a new answer to this question.
200 billion blue ocean market China's third largest alcohol consumer products
This forum carried out in-depth exchanges from the whole industry chain of liqueurs, and the current concept of survival, development and overall view of the liqueur industry is one of the few national high-level conferences in the liqueur industry, injecting new impetus and vitality into the vigorous development of the industry.
Entrusted by Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.), Jiang Wenge, Deputy Secretary of the Party Committee, Vice Chairman and General Manager of the Co., Ltd., attended the event and delivered a speech. He said that with the release of the new national standard last year, liqueur officially became one of the four major liquor categories in China together with distilled spirits, fermented liquors and blended liquors, which further promoted the development of liqueurs and became the third largest liquor consumer product in China after liquor and beer.
The inheritance of liqueur is the righteousness of righteousness, the innovation of liqueur is the source of vitality, and the development of liqueur is a strong move", Chen Zheng, director of the Standing Committee of the People's Congress of Yibin City, Sichuan Province, mentioned that the current young consumer group has gradually become the main consumer force in the liquor market. The unique ecological, green and healthy attributes of liqueur promote the integrated development of China's wine industry and health industry.
There is a huge space for the development of liqueur, and the data is the most intuitive. Song Shuyu, chairman of the China Liquor Industry Association, said that in 2022, the liquor industry will achieve sales revenue of 26.2 billion yuan, and under the condition that the overall growth rate of the liquor industry is only 5%, the liquor will maintain an average annual growth rate of 30%, and the market size of the liquor will reach 200 billion yuan by 2030. However, at present, the proportion of liqueur in China's alcohol consumption is less than 3%. This also means that the industry dividend of liqueur is still there, and it will become a new growth pole for China's liquor industry.
The new liqueur standard has opened up a space full of imagination to meet people's individual needs. First of all, the raw materials of liqueur are more extensive;Secondly, the new standard liqueur has a wider range of alcohol, from 3 degrees to 68 degrees, which can meet the drinking needs of different groups of peopleIn addition, the richness of the raw materials of liqueur will surely make the product present diversity and richness. In the future, liqueurs will have more natural advantages in meeting personalized and diversified needs. Song Shuyu said.
Discuss the road to breakthrough in liqueur "China Liqueur Industry Cultural and Technological Innovation Center" was established
Although there is great potential for the development of liqueur, it is undeniable that the development of liqueur still faces some challenges and there are many areas for improvement.
At the forum, Sun Baoguo, academician of the Chinese Academy of Engineering and former president of Beijing Technology and Business University, Lu Fuping, deputy secretary of the Party Committee and president of Tianjin University of Science and Technology, Tuo Xianguo, president of Sichuan University of Light Chemical Technology, Han Beizhong, professor of China Agricultural University, Mao Jian, professor of Jiangnan University, Guo Xinguang, deputy secretary-general of the National Liquor Standardization Technical Committee and vice president of China Food and Fermentation Industry Research Institute, Wang Xuliang, secretary-general of the liqueur branch of China Liquor Industry Association, and other experts and scholars in the industry, have successively learned from "quality, brand, category" Discuss the value of the liqueur category and the future development path.
Among them, Sun Baoguo believes that dew wine is not a medicinal wine, it is the crystallization of Chinese wine culture and traditional Chinese medicine health culture, deeply loved by consumers, good health is the foundation of dew wine, "cure the disease" is the fundamental follow of dew wine, we should do a good job in the popularization of dew wine, advocate appropriate drinking, and let Chinese develop a good Xi of healthy drinking.
Lu Fuping mentioned four breakthroughs in the development of liqueur: one is to carry out research on modern biotechnology, flavor ingredient extraction technology, analysis and testing technology, and deeply explore the health value and flavor value of liqueur;The second is to promote the quality of liqueur through scientific and technological innovation, and in-depth research on the health and flavor personalization of liqueur;The third is to promote the improvement of the technical level of the industry and lead the high-quality development of the demonstration industryThe fourth is to inherit and carry forward the history and culture of liqueur, excavate the cultural connotation and characteristic value of liqueur, tell the story of liqueur, and do a good job in cultural dissemination.
In Wang Xuliang's view, returning to the origin, embracing the times, and making wine with beauty is the way out for liqueur.
It is worth noting that at the meeting, the China Liqueur Industry Cultural and Technological Innovation Center was inaugurated, and Song Shuyu and Jiang Wenge jointly issued letters of appointment to strategic experts and the first batch of experts. It is reported that the center will be based on the development of the liqueur industry, strengthen the research on the market, culture and quality of the liqueur industry, and form a sharing system of technological innovation and cooperation with enterprises as the main body, market-oriented, and industry-university-research associations. Aggregate the advantages of the industry to jointly help the high-quality development of the liqueur industry.
The industrial dividend has appeared, and Wuliangye's "three major measures" have dug deep into the liquor track
As a representative enterprise that digs deep into the liquor track, Wuliangye established Xianlin Ecological Liquor Industry as early as 1998 to open up a new track for liquor to build advantageous barriers. In the new cycle of liqueur development, Wuliangye has launched the core strategic product "Wuliangye Materia Medica", and at the same time, through the creation of the "Wuliangye Xianlin Ecological Culture Festival", it has deeply interacted with consumers and promoted the further development of the liqueur industry.
Jiang Wenge said that Xianlin Ecological Liquor, as one of the three major sectors of Wuliangye Liquor Industry and one of the members of the China Liqueur T5 Summit, will focus on the three aspects of "improving quality, increasing production, and creating a brand" to seize industrial dividends and accelerate the high-quality development of the liqueur industry.
At the level of "quality improvement", Wuliangye will continue to carry out research on production technologies such as modern liqueur brewing technology, flavor substance extraction process, and aging process to further improve the quality of liqueur products, and will also jointly establish an exchange platform for multi-party cooperation of "industry-university-research association" around liqueur technology research and quality improvement.
At the level of "increasing production", Wuliangye will plan to build a green, intelligent and modern liqueur industrial park integrating R&D and testing, brewing and extraction, raw wine storage, packaging and production, etc., so as to continuously improve the production capacity of liqueur and continue to meet the consumption needs of consumers for liqueur in the future.
At the level of "creating a brand", Wuliangye will continue to select raw and auxiliary materials for liqueurs, insist on selecting high-quality base wines, and continuously improve the quality of liqueursDig deep into the unique connotation of the material, spiritual and cultural layers of liqueur, further innovate the way of expression, and actively build a promotional discourse system of liqueurFurther enhance brand exposure.
In line with the consumer demand of the new era, liqueur will have a great future, and the rise of the liqueur industry is also the trend of the times. Under the "three major measures", Wuliangye's liqueur sector will also continue to advance, and together with other leading enterprises, jointly promote China's liqueur industry to bloom, full of spring, and fragrant to the world.