The Spring Festival, one of the most important traditional festivals in China, carries a rich history and cultural connotation. Whether it is a student away from home or a hard-working worker, they will make their way home to spend the festive season with their families. For the catering industry and the wine industry, the Spring Festival is undoubtedly one of the peak sales seasons, from the Chinese New Year's Eve to the seventh day of the new year, there will almost be family dinnersIf you haven't booked a hotel by the time you read this, you probably have very few options. 
In terms of wine, major wine merchants have launched different types and styles of New Year's wine and gift boxes around the elements of "Chinese red" and "dragon", and with the help of online and offline activities such as the New Year's Festival and supermarket promotion, they are trying to sprint a wave of sales on the eve of the Spring Festival. There has been a significant increase in the procurement of the New Year's Festival, and the demand for alcohol**, but mainly liquor, wine does not rise significantly. In terms of preparing for the New Year, the New Year Festival of major platforms is competing to launch different activities, and the post-95 generation is gradually dominating the Chinese New Year's Eve dinner table, and the preferences of consumer goods are also changing. The post-95s dominate the Chinese New Year's Eve dinner tableOn January 14, 3 weeks before the Lunar New Year, the Tmall New Year Festival held a "New Year's Flavor" tasting garden party in HangzhouIn just two days on the weekend, 200,000 consumers were attracted to the site to check in。In the "Tmall New Year Festival 2024 Flavor New Trends" released on the spot, the new trend of the Chinese New Year's Eve dinner table in the Year of the Dragon was introduced. 
Judging from the data, among the users who place orders to buy New Year's goods, the proportion of post-95s has exceeded halfFrom the past "avoiding the New Year" to "willing to participate" or even "dominate the Chinese New Year's Eve table" of the post-95s have become more and more. In terms of the purchase of New Year's goods, since December 2023, the increase in fish, shrimp and meat has been obvious, and the sales of hard vegetables in the traditional sense have also increased significantly compared with the data of the same period, such as the sales of half a sheep increased by as much as 130%. In addition to the "hometown taste", the Chinese New Year's Eve dinner dominated by the post-95 generation also has more "new varieties", and cross-regional cuisine has appeared on the table. Zhejiang people prefer Inner Mongolia mutton, and Cantonese people eat Altay's cold-water fish. In terms of drinks,Famous wines, foreign wines and regional wines are Tmall's sought-after New Year's goods。Moutai and Wuliangye, the two major Spring Festival "hard currencies", are well stocked, and Rémy Martin Club and Shanxi Fenjiu are also popular liquors. 
In order to make the sales of the New Year's Festival higher, starting from December 2023, ** and Tmall have carried out an attempt to live broadcast the scene, moving the live broadcast room of the New Year's goods into offline supermarkets, roadside markets, etc., and the live broadcast room has entered a number of characteristic industrial belts, so that consumers can "watch the live broadcast and catch up with the big set". According to the sales data, 1 out of every 5 bottles of liquor is ordered through the live broadcast room. Pinduoduo also officially launched the 2024 New Year Festival in early JanuaryThe person in charge of the platform said: From fresh fruits, nuts and pastries, wine and drinks to home department stores, beauty and clothing, digital home appliances and other categories, sales have increased to varying degrees. Among them, the sales of Dandong strawberries, cherries, king crabs and other high-end fresh foods have increased significantly, especially cherries, because of their good taste and their own red, representing the festive color of the New Year, so the sales are very high. Some cherry merchants even come with a scale to make it easier for consumers to measure the size of the fruit. 
The New Year's wine gift box shows the beauty of cultureAlmost every major manufacturer will launch a branded Zodiac wine in the New Year, and 2024 seems to be even hotter since it is the Year of the Dragon. On January 6, the 2024 Moutai Year of the Dragon Zodiac Liquor (Jiachen Year of the Dragon) was officially subscribed, with a market guide price of 53 degrees 500ml at 2499 yuan. In addition to Moutai, liquor brands such as Luzhou Laojiao, Wuliangye, Yanghe, Zhenjiu, and Langjiu have also successively released the Year of the Dragon Zodiac Liquor to compete for the Spring Festival market. 
Wine, spirits and champagne brands have also launched different types of Chinese New Year-themed wines: Penfolds has launched a series of vintage wines for the Year of the Dragon, Meihe Manor has dedicated the Year of the Dragon to the Chinese New Year of the Dragon, and Xige has expressed the awe and reverence of the "dragon" totem in thousands of years of Chinese civilization through "The Godson of the Dragon"; Evos has teamed up with renowned contemporary Chinese artist, collector and connoisseur Mr. Huang Jiannan to create a limited edition cognac for the Year of the Dragon, while Salon Bell and painter Ms. Zhao Mingru created the painting "Cloud from the Dragon" for Salon Bell Rosé Champagne and launched a limited edition gift box ...... for the Year of the DragonMajor brands are vying for beauty, hoping to start the new year with a good startThe zodiac wine itself comes with its own traffic, and the festive packaging and festive design are not only suitable for gifts, but also have a certain collection significance. In the article: Chenlong Xianrui, the wine to the New Year. The dragon is courteous here! We have sorted out the New Year's gift boxes and Year of the Dragon wines of major brands for you to choose from. 
The spring breeze sends warmth into TusuIn China's Chinese New Year's Eve dinner and New Year's greeting table, almost all kinds of alcohol appear. Whether it's rice wine, white wine, wine, sparkling wine or beer, there must always be a little wine flavor to have a New Year's flavor. Historically, drinking "spring wine" is a very popular Spring Festival culture. There is it in the Book of Songs"For this spring wine, to Jiemei Shou".Verses. During the Western Zhou Dynasty, in order to celebrate the harvest of the year and the arrival of the new year, the ancients would hold fine wine, carry lambs, gather together, hold high horn cups, and congratulate in unison. In the Han Dynasty, "Nian" was fixed as a legal holiday, and drinking during the Spring Festival also became a custom. 
Earlier, people said"New Year's wine"., refers to the festival customs of the Yao people in the old days. In the twelfth month of the lunar calendar, each household pays two catties of rice to the head person to make wine. On the first day of the first lunar month, he handed over half a catty of pork, two pieces of tofu, and a garlic sprout, and sent a man to participate in the drinking party, which was called eating New Year's wine. Hosted by the headman. Families who have added population in the old year will hold their children and bring a pot of wine, two pieces of tofu, and a piece of pork to greet everyone. In the future, the village will have a share of the children's things. So-called"In the sound of firecrackers, the spring breeze sends warmth into Tusu"., "Tusu wine" is also a type of liquor that was drunk during the New Year in the old days. It is said that the recipe of Tusu wine is made of rhubarb, baishu, cinnamon branch, parsnip, peppercorn, aconitum aconite and other traditional Chinese medicines soaked in wine, which has the effect of good temperature and yang, dispelling wind and cold, and avoiding the evil of epidemic diseases, and drinking it on Chinese New Year's Eve can prevent plague. In Li Shizhen's "Compendium of Materia Medica", there is also a record of Tusu wine. After generations of generations, drinking Tusu wine has become a custom for the New Year. 
"Pepper Wine, Pepper Wine".It is made of Sichuan pepper into the wine, and the drinking custom is the same as that of Tusu wine. On the first day of the first lunar month or Chinese New Year's Eve, the younger generation will use peppercorn wine to congratulate the elderly on their birthdays, and there is a record of this custom in the "Jing Chu Years Chronicles", the original text is: "It is customary to use pepper wine for the first year, and the pepper flowers are fragrant, so the flowers are picked to pay tribute." Drinking in the first month, the first small, the younger one gets the year, and the first wine is congratulated. The old man lost his age, and then he drank with wine". Nowadays, New Year's drinking is more about making the reunion table more atmospheric, and different types of drinks can also meet the diverse drinking needs of all ages. This year, in addition to wine, you can try traditional Chinese drinks: rice wine and white wine. If you don't know how to choose, in yesterday's article: In addition to wine, there are many more to drink during the Spring Festival! For the detailed classification and introduction of rice wine and liquor, we have also sorted it out for you. This New Year, you might as well drink something different! 
However, no matter what kind of alcohol you drink, the most important thing is the atmosphere of family reunion. The Spring Festival is coming soon, buy a ticket home, prepare the New Year's goods, go home with your parents and relatives, watch the gala, make dumplings for the New Year, and set off firecrackers to celebrate the New Year. If the Spring Festival is good, the year will be smooth and prosperous. Text, ed estela