Recently, many friends have asked about the quality of the Dragon Year wine in China's American Zodiac Zodiac, this wine is very powerful, and the design of this wine alone has mixed a lot of old Moutai liquor. From the publicity, a total of 10 tons of this wine were adjusted, and 1,000 bottles of old wine were used, accounting for as much as 5%, you must know that the old vintage Moutai is very expensive, and it is precisely because of this that this wine has caused widespread discussion in the liquor circle.
Some people say that the total value of the old vintage wine used in this wine is 30 million, so the cost of a bottle is more than 1,500 yuan, and the price of this wine is less than 1,000 yuan, so it is really cost-effective.
For the quality of this wine, it is Gome's mid-to-high-end Kunsha sauce flavor base wine, which is the commercially available Gome 2016 sauce flavor grade. In fact, in the Gome Distillery, there is a better quality soy sauce wine, but this distillery has not taken it out to make products.
From the perspective of wine selection, it is very wise for customizers to choose Guomei wineries. Gome Distillery is mainly in Yibin, Sichuan, and also has a branch in Moutai Town. Behind this distillery is the owner of real estate and mine management, and before the real estate collapse, the boss took back the funds, which also stabilized the brewing funds of the distillery. But this winery has an obvious shortcoming, that is, there is no channel, because the state of this winery is that the more wine is brewed, the more and more wine is piled up, but it cannot be sold.
In the sales of original liquor in Yibin, Sichuan, many original liquor companies do not want to receive orders that Gome is taking, because these orders push the profits too low, and the original liquor companies with better sales do not want to accept them. For custom wholesalers, the current Gome ** and policies are very friendly.
From the perspective of blending, I do not advocate mixing old wine with new wine, because this kind of blending is costly, risky, and not effective. Tasting Guomei Dragon Year Liquor (Batch: 20240118), this wine does have obvious old wine flavoring, mainly in the aftertaste, after swallowing thoroughly, the compound old taste of the aftertaste is very good. On the nose and in the mouth, this wine is embellished with old wine, but the body frame does not become thick, firm and continuous because of the old wine. In fact, the heavy, firm, and continuous are brought by the base wine, and the flavored wine cannot make up for it.
Therefore, the blending of this wine is actually a waste of old wine. Generally speaking, the blending of vintage wine is the starting point, so the premise of using this wine is that the base wine is a dragon. But the base of this wine is not the state of a dragon, but the manifestation of a snake, so this wine is like a snake with a pair of dragon eyes on its body.
In addition, from the point of view of blending technology, the old wine is generally selected from the winery's jar of vintage wine, one of which is large in quantity, and the other is stable, and the data is easy to detect. Bottled old wine, because of the difference in environment and bottle storage time, there are differences in the data indicators and flavors of each wine.
Obviously, bottled old wine to new wine is not a rigorous way to blend, but this kind of blending can indeed play a good marketing effect, and the ** of opening old wine alone can attract many people's attention.
From a marketing point of view, custom wine merchants can make money as long as they have a good rhythm to make this product. For this product, I want to interpret it more from a marketing perspective.
First of all, I don't doubt the quality and authenticity of these old wines. Combined with **, if these old wines are all full-grade wines, the current list price value is indeed worth 30 million. Next, I will start the topic with this establishment:
1. Although these old wines are worth 30 million, this ** is the list price, and the actual price on many occasions will be cheaper. In addition, many old wine merchants got these wines many years ago, because the price of old wine rose sharply in the past few years, so they took these wines ** is not expensive, and this is also the reason why this wine can be sold for less than 1,000 yuan;
2. The current liquor environment is not good, some old liquor prices have fallen, and Lao Moutai is very expensive, but because it is expensive, it is not easy to trade, and some products are in a state of price and no market. For the old wine merchants, there is a lack of mobility in this type of commodity. Mixing these wines into new wines can complete the transfer of assets, that is, transferring these ** old wines to new wines. Because the new wine is cheap and easy to sell, once all the sales are completed, it is equivalent to selling all these old wines at a suitable price;
3. Transferring these old liquors into new liquor can reduce the stock of old Moutai and stabilize the first-class system of old Moutai to a certain extent. For these old wine merchants, although they have used a lot of old Moutai to mix wine, there are more old Moutai in their hands, and it is more beneficial for them to stabilize the ** system of Lao Moutai;
4. It is risky to sell too much old liquor, liquor is a heavily taxed industry, and the purchase and sale are taxable, but many old liquor systems have been formed, and the profit margin is limited, but the sales are expensive, and a lot of taxes must be paid for careful tax inspection, which is very sad for the old liquor merchants. Transferring new wine, the new wine ** system is not transparent, and the problem of tax is relatively easy to solve;
5. This kind of formation will transfer Lao Moutai into new wine, and it will be difficult to have it again in the future, and from a certain aspect, this product has also become a scarce product and has the conditions to be hyped. Old wine merchants are very good at this kind of operation, as long as the rhythm is well controlled, sell part of it, keep part of it, and the price of the wine in the back can slowly increase in price. Moreover, the new wine is low, and there is a lot of room for price increase, and the price increase is also high.
So from a certain aspect, as long as the pace of this product is not too fast, it will definitely be profitable for these old wine merchants. But this kind of product has a weakness, that is, you can't do long, and you can't put too much on the market. If you put too much, it is easy to collapse, and the gains outweigh the losses.
For this marketing, I will draw inferences, and the following content is more important for wine merchants.
At present, there are many wine merchants who like to take old wine, Moutai wine and mix Kunshaji wine and sell **, at the end of last year, I visited some wine merchants, and some wine merchants have made similar products. From the perspective of wine body design, this design is actually a waste of old wine and high-end wine. From a marketing point of view, think about it, how much advantage do your products have over Gome Dragon? I remember a wine merchant told me that his customized liquor blended a lot of high-quality Moutai, so is your product a younger brother in front of Gome Longnian, Moutai has mixed four batches of four bottles of wine in 80 years, and 500 bottles of various types of Moutai from 1972 to 1986, each bottle of Moutai is worth a lot of money, and the boutique Moutai is not even qualified to enter these wines.
Therefore, in terms of marketing and style, your products cannot be compared with Gome Dragon Year Wine. So how many consumers will pay attention to your products? In fact, in this marketing track, only look at the leader, not the phoenix.
In fact, many wine merchants take Moutai to mix Kunsha wine, hoping to use Moutai to improve the quality of Kunsha wine, as mentioned earlier, this kind of play outweighs the loss, not only the cost is greatly increased, but the improvement of wine quality is limited, after all, the premium of Moutai is too high. And if you operate like this, it means that your liquor is difficult to replicate, and the cost is difficult to reduce, because if you sell a batch and make another batch, you need to buy another batch of Moutai.
Therefore, this kind of wine is scarce and hype in marketing. If you make it as a circulation product, it will waste a lot of money, resources and energy of wine merchants.
When I went back to the wine merchant who took the fine Moutai to mix Kunsha wine, he swore to me that his wine was full of flavors and scarce quality. I asked him in turn, what if your wine sells well? There are even wholesalers who want to use this wine as a channel with you? Do you still want to buy a whole bunch of fine Moutai mixology? If your product is just for fun and scarce, and the company doesn't use this as a strategy, it doesn't matter. If you want to operate this wine as a track, then you must first consider the sustainability of this wine. Because when your track is stable, you can sell more than ten tons or even dozens of tons of this liquor a year, at that time, do you still want your products to be limited by boutique Moutai?
So this is a problem that small wine merchants need to reflect on when making this kind of product, if you take this kind of wine as a hype product and play slowly, then you can make a small amount of wine and operate it within your own ability. But for most of the liquor companies, this cannot be operated as the core of profitability, because it cannot be used. If you play as a circulation product, don't do this kind of hook publicity, unless you only do publicity gimmicks, don't mix old wine into it, and record a fake ** for others to see. If you mix really good wine into it, there will be a lot of trouble that you can't get out of the way.
Speaking of which, what do you think about the old wine mixing with the new wine, from the two perspectives of wine body and marketing? Welcome to leave a message in the message area and we will discuss together.