Text丨Liquor Industry Team (ID: jiuyejia360).
Planning丨DustEdit丨Cloud crossingEditor丨Genting.
If the Spring Sugar and Wine Fair, which is being upgraded to a "city festival" that stimulates the vitality of Chengdu's economy, has always been an important scene to experience the lively side of the wine industry, the pop-up bar at Castelle is a vivid expression of this "freshness".
A few days ago, wine industry experts learned that the Castelle pop-up bar will reappear in Chengdu from March 16th to 18th, bringing a French wine experience to the Flair bar on the 27th floor of the Ritz-Carlton Hotel.
According to the liquor industry, this is the ninth consecutive year that Castelle has launched a pop-up bar during the Spring Sugar Festival. For a large number of wine lovers, the annual theme and annual surprise of the Castelle pop-up bar has become a classic "reserved program" of spring sugar.
What kind of theme will the Castelle pop-up bar, which attracts thousands of people every year, bring a different theme this year? What kind of new experience will the pop-up bars that have been upgraded to welcome the "Year of Consumption Recovery" bring? The wine industry will take you to see it first!
"Super Spring Candy" is about to be staged, CastelTurn on"Gilded Night".
This year is the "Year of Consumption Promotion", during the Spring Festival, the unexpected sales of some markets have injected valuable confidence into the wine industry, and the spring sugar that came as scheduled also showed far more vigor than in the past few years, not only the scale hit a record high, but also broke through the limitations of time and space.
In this context, as an old friend of Spring Sugar, the well-known European wine company Castelle will once again bring a unique pop-up bar. Continuing the theme of one year a year, this year's pop-up bar opening will be themed "Gilt the Years, Toast Together", and the bar will be named "Gilt Night".
From "Xuanya Chengdu, Drink All Over France" to "Set Sail 2021" to "The Road of Music", it is not difficult to find that the theme of the Castelle pop-up bar is constantly sublimating. Wine industry experts have learned that this year's theme of "Gilding the Years" is also of great significance.
The gilding of the years means that in the passage of time, we will experience growth and become more beautiful and mature. While alluding to those glorious and memorable moments, there is still hope for the future, as is the case with the Chinese wine industry. Castelle said that 2023 has been a difficult year for China's wine industry, and Castel also wants to express its gratitude to its partners with this theme, "and will tide over the difficulties together with all partners and toast to the future together."
It is worth looking forward to the fact that this year's "Gilded Night" bar will also resonate with Spring Candy at the same frequency, ushering in a major upgrade again, not only expanding the area by 4 times on the basis of previous years, but also setting up indoor and outdoor experience scenes according to the preferences of different consumers.
Among them, the indoor field will set up a tasting area for the wines of Castelle's wineries, and the brands are mainly famous wines such as Château Longchuan, Château Montlabe, Château Ferrande, as well as boutique wineries representing the "light luxury" camp. This time, Castelle will also be equipped with professional explanations and a European-style restaurant, providing an elegant environment for guests to negotiate and communicate, and the sense of detail of service and experience can be described as full.
The outdoor venue features a more fashionable, trendy and youthful product line, such as Flowers Blooming with Summer, Madame Fuwei, Fei Wei and other products with personality and new elements, adding spring vitality to the bar. "Young people prefer the outdoors, and setting up indoor and outdoor venues is also aimed at different consumer groups. "It is not difficult to see that in the persistence year after year, the Castelle pop-up bar is also constantly iterating, evolving, and upgrading under the determination to create a multi-dimensional experience.
In terms of products, this year's pop-up bar will feature nearly 100 Castel wines for wine lovers to taste. In addition to the above series, the "Gilded Night" will also bring the best-selling wines of the international brands such as Marcy, Carberry, Marisa, Verchini, Count Retai, Valenberg, Laojiaohuang, Castelle family and other best-selling wines in France and even the world, which will undoubtedly be a rare feast for fine wine tasting.
During the day, the "Gilded Night" pop-up bar is the perfect place to grab a bite to eat. In the evening, it will be transformed into a wine bar, not only with professional band performances, but also with all-you-can-drink wines and cocktails, so that visitors can feel a collision of fine wine and **.
From the pop-up bar, read CastellaIn ChinaLong-termism
In 2016, Castelle introduced the concept of "pop-up bar" for the first time in Chengdu Spring Candy, and achieved a very good brand communication effect when it was first launched. This year's "Gilded Night" marks the ninth consecutive year that Castelle has opened a pop-up bar. From this insistence, we can see the long-term ism of Castelle in the Chinese market.
The data shows that Chinese per capita wine consumption peaked in 2012 and has been declining almost every year since then. Looking at the imported wine market, since the peak of 2017, the import volume has fallen from 750,000 kiloliters to the current 330,000 kiloliters.
Judging from the continuous holding and upgrading of the Castel pop-up bar, even if the Chinese wine market continues to decline, its investment and construction in the Chinese market have not slackened, and its confidence in the Chinese market remains the same. Stretching the time dimension further, perhaps we can better understand this long-termism. Since entering China at the end of the last century, Castelle has been in the Chinese wine market for nearly 30 years. During this period, China's imported wine market has also experienced a decline from the growth period to the first decade and then to the present nearly ten years. However, no matter how the market changes, Castel is still optimistic about the Chinese market and deeply cultivates the Chinese market.
What's even more commendable is that in this process, Castelle has always taken reaching out to end consumers as a strategic task, and the pop-up bar is the most intuitive embodiment. In 2024, China's liquor industry will enter an era where the terminal is king, and in fact, Castelle has been well aware of the importance of the terminal from the beginning to the end.
The market does not seem to have lived up to Castella's insistence. During this year's Spring Festival, a survey by wine industry experts showed that the sales of imported wine during the Spring Festival period picked up, and on the basis of last year's low base, some wine merchants even doubled.
For the Chinese wine market, which is at a low ebb, this may be a symbol of the dawn. As Castella's "Gilded Night" implies, after those glorious moments, there is still hope for the future of the Chinese wine market.