One
Why not develop yellow rice wine
Yellow rice wine is a historical classic industry, with thousands of years of historical heritage and cultural accumulation, is one of the representatives of national quintessence and cultural symbols. Traditional industries need inheritance and innovation. At a special press conference held on September 12, 2019 to celebrate the 70th anniversary of the founding of new China in Shaoxing, Ma Weiguang, Secretary of the municipal Party committee, pointed out that there are no backward industries in traditional industries, only backward products, only by raising standards, endless innovation and breakthroughs, can traditional industries be transformed and upgraded.
"Keeping integrity" and "innovation" have always been topics that Shaoxing yellow rice wine can not bypass. As early as on July 2, 2019, at the forum of promoting the development of rice wine industry, Secretary Ma stressed that we should keep innovation and carry forward the culture of rice wine, and open up and revitalize the rice wine industry. Innovation, as the eternal vitality of the product, to improve the value of the product, we need to do a good job in "keeping the right" article, at the same time, do a good job in "innovation" article, and constantly give Shaoxing rice wine new vitality.
In addition, from the perspective of Shaoxing rice wine consumption area, it is still concentrated in Jiangsu, Zhejiang, Shanghai, Anhui, Jiangxi, Fujian and other surrounding areas. In the north, there are few areas with good consumption foundation of rice wine, and the national consumption of rice wine needs to be further expanded. From the perspective of Shaoxing rice wine consumption experience, it is undeniable that the aftereffect of rice wine is sufficient, and it is easy to get drunk, headache and other "top" symptoms.
As the leader of rice wine industry, guyelongshan has been leading the industry development with science and technology, and enabling product innovation with science and technology. The research and development of yellow rice wine is the inevitable requirement of inheriting classics, conforming to development, self innovation and opening up market.
Two
Second, what is the response and potential of the product in the market
In recent years, the liquor market has been advocating rational drinking and healthy drinking. Gu yuelongshan is not up to this idea, so it has been welcomed by the market and recognized by consumers.
In November 2019, the new yellow rice wine was officially unveiled at the welcome dinner of the 25th Shaoxing Yellow Rice Wine Festival, and won widespread attention and praise. At the "Shaoxing week in Shanghai" in December 2019, a new rice wine tasting meeting was held. Consumers fed back that the unique mellowness of rice wine was released in the mouth, and there was a sense of hierarchy and comfort when smelling and sipping. As the friend who drinks often always said, good wine is not good. After drinking it, you will feel comfortable and slightly drunk. When you wake up, you will "revive with blood". On April 14, Guyue Longshan issued the news that it could not be put on the market in mass production, which caused a warm response from dealers and consumers. Within an hour after the news was sent, some consumers placed an order for 500 bottles of yellow wine that could not be put on the market.
In the era of big consumption, the consumption pattern is facing a comprehensive transformation and upgrading. The enjoyment type, development type and personalized consumption other than survival type consumption will usher in a broader development space. Quality, taste and character will be the main development direction of future consumption. Quality represents high-end and health; taste represents more personalized, customized and technological consumption; character represents community sharing, value inheritance and emotional exchange of consumption. Behind guyuelongshan's failure is the accumulation of technological power and advanced technology, and the subversive innovation in line with the market change. Therefore, the products without going up have not only more cultural background, but also more technical background, and the future is promising.
Three
Three questions: what are the characteristics of not going up
Beitou yellow rice wine is a key scientific and technological strategic product created by Guyue Longshan. Based on the technological innovation of pure hand brewing, 5A level full-year storage and digital wine design, it has the characteristics of low drunk and quick wake-up.
Pure hand brewing:
Guyue Longshan is brewed in strict accordance with the traditional Shaoxing rice wine brewing technology, Shaoxing wine is a national geographical indication protection product. Guyuelongshan has more than 200000 tons of original wine reserves. All the base wines that are not superior to yellow rice wine are selected from the best among the best.
5A full year storage:
Selected raw materials are glutinous rice planted in the pollution-free glutinous rice production base and Jianhu Jiashui as raw materials; strictly selected and stored in the old pottery jars of Zhuji; strictly controlled technology, adhering to the traditional selection, feeding and brewing in the beginning of winter; craftsmanship, carefully prepared by the Brewing Master; superior storage, storage in the core storage area of the central liquor store.
Digital wine design:
Based on the eight indexes of total sugar, total acid and high alcohol, the limited regulation technology is used to adjust and control the content of easy to top substances, and with the help of sensory evaluation, modern detection and other means, to balance the taste and high comfort.
Four
Four questions: prospects for the development of Technology
However, the technology is jointly developed by guyuelongshan Jiangnan University rice wine brewing innovation laboratory, which is the only university enterprise collaborative innovation entity in the world. It has been committed to market-oriented rice wine quality and value improvement, to support the enterprise market strategy with science and technology, and to realize the strong combination of the industry's top enterprises and science and technology.
In February 2020, Jiangnan University, Guyue Longshan University and University of California Davis jointly published the research on deep intoxication in alcoholic beverages, which was highly praised in the international academic session. At present, this technology has been applied to the research of guyuelongshan national brewed 1959 products and the development of guyuelongshan national brewed 1959 products. This technology is still under continuous research and will have more in-depth progress and application in the future.
Looking forward to the future of rice wine industry, it is an inevitable trend to use scientific research to help the development of rice wine industry. In the new consumption environment of value return, it will be a winning method for rice wine enterprises to continuously develop and bravely set the tide to make full-scale production and transformation of rice wine products without technology empowerment.
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