The world's first functional wine - Wuliangye Golden wine will be killed by the end of this month in our city. The reporter learned yesterday that the giant Group has taken over the global marketing of the wine, and as an important city in the west, the giant is planning to carry out intensive advertising bombing on the Chongqing market, which is no less than brain platinum.
On October 28, in the Great Hall of the People, the world's first functional wine -- Wuliangye Golden wine was officially announced.
It is understood that the brewing of golden wine, on the one hand to maintain the aroma of Luzhou-flavor liquor, on the one hand into the health function of precious Chinese medicine, the color is amber, it looks crystal clear, in addition to the color, its taste is almost no difference with Wuliangye liquor.
The brewer of Golden wine, Wuliangye secret recipe of the transmission of Chen Lin, golden wine selected old tortoise shell, Tianshan deer antler, American ginseng, Ningxia Goji berry, Hanzhong Euzhong, Guanzhong honey and other authentic medicinal materials, plus Wuliangye base wine brewing, the development of a total of 10 years.
"Blending such a rich supplement into Wuliangye's base wine quietly and tastelessly, retaining the complete first-class taste of the base wine, is a very remarkable achievement." National liquor appraisal expert group leader Shen Yifang said.
It is understood that Wuliangye Group's goal is to sell 10 million bottles of golden wine next Spring Festival.
On October 28, the Giant Investment company founded by Shi Yuzhu announced in Beijing that it officially opened up the fourth battlefield after health care products, bank investment, online games - health wine market, and carried out strategic cooperation with the wine giant Wuliangye, and was invested by the giant as the global distribution of golden wine.
Public information shows that the total sales of health wine industry average annual growth rate of more than 30%, last year the national liquor industry sales revenue of more than 100 billion yuan, of which the proportion of health wine is less than 1%, its market growth space is huge. People close to Shi Yuzhu believe that this is an important factor for the giant to take over the golden wine.
It is understood that as early as April this year, Shi Yuzhu has designated Shandong Qingdao, Henan Xinxiang two markets for trial sale.
According to a survey conducted in early October by Aodr, a third party research company, the most purchased spirits in Qingdao in the past three months are Wuliangye, Langyatai and Golden wine, of which the buyers of golden wine appraised as "delicious" by an astonishing 94%.
It is reported that to identify a good product, the storm general advertising, the flood beast like the construction of the terminal, is Shi's "three board axe", the promotion of golden wine is also used in a similar way.
Giant Group related information shows that Qingdao began to invest in advertising on April 25, and in mid-October, the advertising cost was more than 3 million yuan, and the return was nearly 16 million yuan. Xinxiang began to shop in May, and invested 460,000 yuan in advertising in more than 5 months, and the return was nearly 3.5 million yuan.
Based on the success of trial marketing in Qingdao and Xinxiang, Giant Investment decided to invest 300 million yuan in advertising from November 2008 to February 2009 to start the national market. Shi Yuzhu made wild claims about this, saying that he would earn back 1 billion yuan within 3 months.
"Chongqing is the only municipality directly under the central government in the west, and we are planning to carry out intensive advertising bombardment on the Chongqing market, which is no less powerful than the advertising of brain platinum and golden partners." For the specific amount of investment, the relevant people of the Giant Group do not want to disclose in detail.
It is understood that at the end of November, a bottle of Wuliangye golden wine of 128 yuan will land in our city and appear at the tables of our city citizens. Like golden partner and brain platinum, golden wine is mainly sold in major supermarkets and Wuliangye stores in Chongqing.
In order to test the acceptance of liquor consumers to the world's first bottle of functional famous wine - golden wine, during the period of May to October this year, golden wine was quietly tested in Qingdao, Xinxiang and other cities, and the word-of-mouth spread of wine people was very warm.
During the Mid-Autumn Festival week, the daily sales volume of golden wine in major shopping malls in Qingdao exceeded 100 bottles, which has entered the top three of local liquor sales, and some shopping malls in urban areas even sold the first place in the liquor counter.
The golden wine is based on the high-quality liquor produced by Wuliangye Company, and selects nearly ten authentic herbal medicines. It is brewed according to the ancient prescriptions of traditional Chinese medicine. The color is like amber, the fragrance is tangy, and it is good to drink and make up.
The amber liquor, in a drum shaped glass bottle, crystal clear, very attractive.
According to the staff of Wuliangye, the drum glass bottle containing golden wine once contained the Wuliangye ceremony of the Potala Palace, and it is also a special bottle of Wuliangye old wine and Wuliangye vintage wine with high prices, which can be said to be the identity card of Wuliangye high-grade wine.
famous review
Shi Yuzhu and his big picture
Shi Yuzhu is a myth in the business world and the idol of many grassroots entrepreneurs.
In the early 1990s, he became the leader of China's first generation of IT heroes by virtue of the "Hanka" software he developed and produced. In 1995, due to the failure of real estate investment, the "Giant Group" founded by him collapsed with a personal net debt of more than 200 million yuan.
Just when everyone thought the giant's days were over, he suddenly made a swift comeback. Relying on successful advertising and marketing, in just a few years, he created the marketing myth of "brain platinum" nutrition with an annual turnover of more than one billion.
At the end of last year, Shi Yuzhu suddenly announced to enter the online game market, and "grand" to grab territory. This year, he has unexpectedly entered the health wine industry, can he rely on his famous advertising marketing to write a legend? We wait to see.
Shen Yifang, Leader of the National White Wine Evaluation Expert Group:
Blend such rich supplements into Wuliangye's base wine quietly and tastelessly, retaining the complete first-class taste of the base wine... This is a remarkable achievement and a landmark in the history of winemaking! This is a great breakthrough and innovation of Wuliangye!
Chinese wine master, gold wine brewer, Chairman of Wuliangye Health Wine Company Chen Lin:
Chinese drinking culture has always had a clear distinction between medicinal wine and liquor, the former health is not good to drink, the latter good to drink not health. The success of the brewing of golden wine can be said to be a big step forward for the Chinese winemaking tradition. On the one hand, it maintains the mellow taste of Luzhou-flavor liquor, on the other hand, it integrates the health care function of precious Chinese medicine, which is very difficult.
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