Netizens liked more than 110,000 people, and the opening was hot, because "copywriting is better than wine" ......
After jumping into the sea tavern, we found a new case worth seeing for drink people.
This store is called "Zhiyan Tavern", opened in Hangzhou, and it has attracted emotional resonance with the bottle copywriting, and the account of the same name on Xiaohongshu has more than 110,000 likes.
How do they do it? What are the inspirations for the drink? I interviewed the owner of the brand.
With 110,000 likes, a tavern in Hangzhou became popular
Netizen: Jiang Xiaobai's copywriting opponent appeared
Only 16% alcohol, but 100% mood. The first time I paid attention to this "Zhiyan Tavern" in Hangzhou, it was strongly recommended by many Xiaohongshu netizens: this store is so good at copywriting! It can be seen from the photos of netizens that the tavern is insistentHandwriting the copywriting on the wine label gives each bottle a unique story and emotion. 
For example, in a 480ml transparent glass bottle of rice wine, the wine label will read: "When the bottle is opened, the story can't be closed." ”
Don't get along with the past, because it's gone, don't get along with the present, because you still have to live. ”
Those neglected trivialities and bits are the brightest courage in life. ”
The heartfelt copywriting touched the hearts of countless netizens and caused a large number of ** and comments. Many netizens bluntly said, "Copywriting is better than wine", and "Jiang Xiaobai's copywriting opponent has appeared". "In the year of not being confused, I want to have a wine, put the emotions of life into it, be transparent and open-minded, and regain strength, so I have a 'stick'." 
Zhang Haining, the manager of the Zhiyan brand, told me that their original intention was to provide a wine that expresses life insights and emotions, and later some fans said that the combination of the two words "Zhiyan" is "oath", and the combination of the two words "Zhiyan" is full of friendship, so the bottle copywriting is more extensive, and classic lyrics, beautiful verses, and interesting wine words have become the content form of Zhiyan. At present, the number of likes on the Xiaohongshu account of "Zhiyan Tavern" has exceeded 110,000, attracting the attention of more than 20,000 fans. After becoming popular on the Internet, many fans came up with the idea of online testing, so the Zhiyan Tavern was born. The brand partner said. According to reports, the Zhiyan Tavern is located near Hangzhou Gongshu Xintiandi, with an area of about 100 square meters, with raw pickled and drunk, side stove and other main dishesContinuing the tonality of the wine, everything revolves around providing emotional value to customers. 
After it opened in October last year, there were a lot of people who came to experience the store, and there were even fans from Hong Kong who came to buy alcohol. "Tell me. In the past two years, the beverage industry has been paying attention to the emotional value of consumers. Infuse "emotions into the product".This tavern has 4 inspirations for drink people1. Starting from the bottle body, the "emotional sense" is full, making the product more gripping
The tavern takes copywriting as part of the bottle design, which is also the key to its outing. Each piece of copy is presented in handwriting, breaking the sense of regularity of the printed style of advertising copyMoreover, classic lyrics, beautiful verses, etc. themselves are easy to stimulate the emotions of consumers. 
The wine itself has a strong relationship with emotions, and the combination of words and calligraphy makes it easy to touch. Zhang Haining introduced that the bottle body copywriting is handwritten by a special person, and the content is extensive, and there are even feelings sent by fans. The visual impact often also determines the attractiveness of the product, grafting the emotion onto the cup body and making the product more grippy. 2. The online and offline uniformity is tonal, and the details make people "touch the scene".In the communication, I noticed that they pay attention to the use of space design to make customers better "touch the scene". For example, the tavern is full of slogans: "'Anti-bone' youth in the study".
Happiness is free, and it may be especially happy, just have a drink".
I want to have a word with you, I want to have a glass of wine with you".
These details are subtly conveying the emotional value of a store. 
The small bronze medal of business at the door will also change various quotations according to the daily mood of the managerFor example, "November in the world is the retention of fallen leaves, and it is also the waiting of early winter", and for example, "If you are lucky, I can sit next to you, and if you are lucky, I can talk to you at any time". Xixi said that the tavern has cooperated with local art museums and galleries, and many calligraphy and art works in the store will be updated regularly, and many of the calligraphy and copywriting on the wine bottles are also from the hands of art museum teachers, "Compared with traditional taverns, I want to convey a sense of art to everyone." The insistence is that the product is the first to fire, and then the tavern is opened. To use online traffic to blow up a store, it is the key to continue the unified tone, which can enhance consumers' recognition of brand value. 3. Use ubiquitous display to make products as close to customers as possibleI found out that not only did the Tavern have a whole wall of wooden wine cabinets, but even the bar table was full of wine. 
"I want to create a feeling that customers can see sake everywhere. ”Xixi said. There are forty or fifty varieties of tavern wine, such as rice wine, white wine, wine, whiskey, craft wine, flower and fruit wine, etc. A large number of bottles of all kinds are placed in a centralized manner, which is particularly eye-catching. "A lot of people go to the bar to check in and take pictures, and there are customers who write their own wine label copy, which is very interesting. Xi Xi introduced that the store enlarged the wine element as much as possible, and even some of the main dishes were not missed, such as rice wine was added to the raw pickled and cooked drunk. Sometimes, it's a super idea that can make a store a super symbol. The same goes for the beverage industryEnlarge the main elements, make the product as close to the customer as possible, and use the ubiquitous display to effectively increase the memory point of the consumer. 4. Share the warm stories of customers and convey warmth and relaxation
There are about 50 seats in the tavern, and the whole restaurant uses wooden tables and chairs, and customers will be provided with empty liquor labels for them to play freely, as well as ** walls, which is full of atmosphere. Compared to the hustle and bustle of other taverns, this place will feel more quiet, more appropriately warm and relaxed. I told me that there were a lot of heartwarming stories going on in the tavern. For example, some people will drive to the store late to check in because they see other people's sharing; A nearby Shiba Inu was lost in the store, and the owner gave the dog to the store, and since then he has been sitting in the store since then, and even helping to greet customers. Establishing an emotional connection with consumers through bottle copywriting and enhancing consumer loyalty through the warm experience of a tavern has become a key point in brand marketing. 
In the "value formula" of the future
The proportion of psychological value will be higher and higherCao Hu, a global partner at KMG Group, has this sentence in "New Growth Paths":In the consumer goods industry, psychological value accounts for a larger proportion of the value formula. Studies have also shown that 80% of purchases are based on "emotional emotions" and only 20% are based on "rational logic". Emotional marketing is applicable to all industries. For example, Jiang Xiaobai stood out from a crowd of alcohol brands through copywriting, and Suning's "heart-warming literature" caused netizens to swipe the screen, etc., all of which are representative cases of emotional marketing. Even on the short ** live broadcast platform, Dong Yuhui, Yi Nengjing, etc. also used emotional content copywriting to resonate with netizens - when Dong Yuhui talks about rice and corn, he tells poetry and distance; When Yi Nengjing sells aromatherapy and pillows, she is talking about loving herself. Behind the many hot spots in the beverage track, it is inseparable from the detonation of emotions. For example, last summer, with the help of the explosive dopamine element, Starbucks, Luckin, Cudi, Chabaidao, etc. The subsequent Maillard trend also gave new inspiration to Tims Tianhao Coffee, 100% Tea, Light Awakening, Coco, etc.; There are also Lele Tea's "Rotten Literature" and 100% Tea's "Hawthorn Heart Copywriting", etc., which have made many young consumers take the lead. It's important for brands to learn to convey emotional value. After all,For today's young people, what is missing is not a drink, but more understanding.